Jammu: Tanishq, the jewellery retail brand of the Tata Group, has introduced its Diamond Expertise Centre (DXC) in Jammu, offering customers a technology-enabled way to better understand and evaluate their natural diamond jewellery.
The centre allows customers to examine their natural diamond jewellery free of cost, regardless of where the piece was purchased. Using advanced diagnostic technology, the interactive experience helps consumers understand the characteristics that influence a diamond’s appearance and quality, making the evaluation process more transparent and accessible.
By bringing technology directly into the consultation process, the DXC gives customers an opportunity to go beyond certificates and verbal explanations. The experience is designed to help buyers see and understand the attributes of their diamonds, supporting greater confidence in high-value jewellery purchases.
The Jammu store also features a range of Tanishq collections spanning everyday, festive and bridal jewellery. These include Souls in Symphony, Enchanted Trails, Mriganka, Rivaah and Mirage, a collection that explores the interplay of natural diamonds, light and colour.
Commenting on the launch, Ashish Tewari, Regional Business Manager for Tanishq’s North 3 region, said Jammu has a strong connection with jewellery and a deep appreciation for craftsmanship. He added that the Diamond Expertise Centre is intended to help customers understand their natural diamonds in a simpler and more engaging way, making the buying experience clearer and more meaningful.
The launch forms part of Tanishq’s broader effort to strengthen transparency and consumer awareness in the diamond-buying journey, while combining traditional craftsmanship with contemporary retail experiences.
As customers increasingly seek greater clarity before making jewellery purchases, initiatives such as the DXC reflect a wider shift towards education-led, technology-backed jewellery retail, now being extended to consumers in Jammu.