The campaign comes at a crucial time for Tanishq's parent firm, Titan Company, as record gold prices and changing shopping habits reshape how people in the Gulf buy fine jewellery. With more demand for subtle, everyday pieces like thin pendants and stackable rings over traditional wedding collections, the retailer is cutting making charges by up to 25 percent and offering full market value on old 22-karat gold trade-ins toward new diamond purchases. Tanishq is adding instant savings on diamond orders—offering up to AED 15 extra per gram or purchase in the UAE and up to KWD 1.5 extra in Kuwait. The promotion applies across Tanishq's UAE network and its Kuwait showroom in Al Rai's Lulu Hypermarket, covering most inventory with the exception of loose solitaires, gold coins, and nose pins. The festival is part of a broader expansion effort by Titan following its purchase of a 67 percent stake in Gulf retailer Damas Jewellery last summer. Titan plans to build out Tanishq's regional presence from 15 locations to 40 standalone stores, while adding dozens of new Damas branches. The company is actively targeting both South Asian expats looking for familiar designs and local Arab shoppers drawn to certified natural stones. Tanishq recently opened a Diamond Expertise Centre inside its flagship showroom in Dubai’s Meena Bazaar. The setup allows customers to test their purchases using gemmological tools and electronic carat meters right on the sales floor. Arun Narayan, who took over as chief executive of Titan’s jewellery unit in January, said the campaign has helped jumpstart regional sales after a quiet stretch for the industry. He noted that giving customers simple ways to check diamond quality in-store has made a noticeable difference in buyer confidence. Niraj Bhakare, who leads international sales and marketing for the brand, added that stocking lighter, modern pieces fits directly into how women in the Gulf now build their everyday wardrobes. This year’s showcase covers a wider range of styles than usual. Alongside its core traditional lines, Tanishq is showing high-end statement pieces like its Desert Diamond line, which debuted during Paris Couture Week in collaboration with fashion designer Rahul Mishra. The company has also expanded its Mia brand, offering budget-friendly 9-karat to 14-karat gold pieces designed for office and casual wear. These include the Sunkissed line, which pairs small diamonds with light-sensitive enamel, and the Hues collection, which sets natural diamonds alongside sapphires, emeralds, and rubies.
Tanishq Drives Gulf Growth with ‘Festival of Diamonds 2026’ Showcase
Indian jewellery giant Tanishq has launched its 'Festival of Diamonds 2026' across the GCC, showcasing over 10,000 natural diamond designs in its UAE and Kuwait showrooms. Driven by record gold prices and growing demand for everyday luxury, the campaign offers up to 25% off making charges, 100% value on old gold trade-ins, and regional cash bonuses through August 31.
Dubai: Indian jewellery retailer Tanishq has officially launched its Festival of Diamonds 2026 across the Gulf Cooperation Council (GCC) region, bringing more than 10,000 diamond pieces to its showrooms in the UAE and Kuwait. The sales drive runs from July 17 to August 31, offering shoppers heavy discounts on crafting charges alongside flexible trade-in deals for old gold.
