Titan-owned jewellery retailer Tanishq has launched its Festival of Diamonds, featuring a brand-new range of elevated everyday natural diamond jewellery. Led by Ananya Panday, the campaign showcases distinctive design techniques that transform the way Tanishq natural diamonds interact with light, movement and perspective. The collection introduces four distinctive design innovations - India's first CNC Rainbow Plating Technique, pioneered by Tanishq, enhances the interaction between light and natural diamonds, amplifying their brilliance and creating captivating optical effects. The Floating Diamonds concept creates the illusion of diamonds suspended effortlessly over a bed of natural gemstones, while Reflection and Form Illusions reveal new dimensions from every angle, enhancing the way natural diamonds interact with light to maximise their sparkle. As per Tanishq, the range is inspired by the fascinating world of optical illusions and crafted using breakthrough innovation to redefine natural diamond jewellery design.
As reported by The Hindu BusinessLine, Tamil Nadu has always held a special place in Tanishq's journey. Arun Narayan, Chief Executive Officer, Jewellery Division, Titan Company Ltd, stated that the region's rich cultural heritage and the evolving aspirations of its consumers continues to inspire the company's design philosophy. The new Festival of Diamonds collection presents Tanishq natural diamond designs across earrings, rings, pendants, neckwear, bangles and bracelets with prices starting from ₹40,000 onwards. Beyond the latest collection, Tanishq offers over 10,000 natural diamond designs for consumers to choose from, catering to first-time diamond buyers discovering natural diamonds to those looking to elevate their existing jewellery collection with contemporary designs. Speaking at the launch, Ms. Pelki Tshering, Chief Marketing Officer, Tanishq, emphasized that every piece has been thoughtfully created to maximise sparkle while offering contemporary designs that feel fresh, expressive and unlike anything offered before.
According to the latest reports, the launch of the Festival of Diamonds represents Tanishq's commitment to celebrating South Indian cultural heritage through premium jewellery offerings. The collection's name, Narumugai, reflects the company's focus on creating jewellery that resonates with the region's traditional aesthetics while incorporating modern design elements. The campaign film, fronted by Ananya Panday, celebrates the playful interplay of light, movement and perspective, where every glance reveals a new dimension of sparkle. As Ananya discovers the collection, its extraordinary brilliance unfolds through the curious eyes of a little girl, blending innocence, humour and wonder to bring alive the dazzling sparkle of Tanishq's latest natural diamond collection. On the association, Ananya Panday stated that the collection celebrates style as personal self-expression and allows every woman to express different facets of her personality, whether dressing for an everyday moment or a special occasion.
This season, Tanishq is offering a flat 20% off on exquisite natural diamond jewellery with the offer valid from 21st July 2026. Additionally, customers can exchange their old jewellery for stunning new designs with 0% deduction on the exchange of old gold, as low as 9 karat, on the purchase of diamond jewellery. Further enriching the customer experience, customers can experience the Diamond Expertise Centre (DXC) across select stores, where advanced evaluation tools and trained gemologists enable them to evaluate any natural diamond they own, including those purchased from other jewellers, free of cost. The DXC helps customers verify a diamond's origin, light performance, clarity, and authenticity, ensuring the quality matches with what is promised at purchase. Customers can experience the DXC across select stores and discover the latest Tanishq natural diamond designs at the nearest Tanishq store or online at www.tanishq.co.in.
