Tanishq, the Tata Group’s jewellery brand, has launched its Diamond Expertise Centre (DXC) across its boutiques in the UAE, introducing a first-of-its-kind initiative in the region that brings professional-grade diamond verification technology directly to customers.
Designed as an interactive zone within its boutiques, the DXC enables customers to examine, compare and understand diamonds using advanced instruments traditionally found in specialist gemmological laboratories. The initiative aims to shift diamond buying from expert-led assurance to transparent, customer-led verification.
The centre features a Diamond Caratmeter to distinguish natural diamonds from synthetic alternatives, a Clarity Viewer to examine inclusions, and a LightScope to assess brilliance, fire and scintillation. A Hearts and Arrows Viewer demonstrates optical symmetry in round diamonds, while the Marking Viewer verifies Tanishq's inscription and unique identification number for authenticity and traceability.
Speaking about the launch, Arun Narayan, CEO, Jewellery Division, Titan Company Limited, said the initiative extends Tanishq's longstanding commitment to transparency, drawing parallels with its introduction of the gold Karatmeter, which enabled customers to independently verify gold purity.
The DXC is open to everyone, allowing customers to evaluate diamonds from Tanishq's collections as well as bring in their own stones, including inherited jewellery and purchases from other retailers. In-store gemmologists will guide visitors through the verification process.
The initiative is backed by the Tanishq Gemmological Lab (TGL), established in 2002, which has evaluated over 100 million diamonds. Its team includes 11 PhD-level specialists, and only five per cent of assessed diamonds meet Tanishq's selection standards.
Every studded piece carries a TGL Certificate of Authenticity, with diamonds responsibly sourced and compliant with the Kimberley Process.
With the DXC, Tanishq aims to redefine diamond retail in the UAE by making transparency, scientific evaluation and customer confidence central to the buying experience.