For decades, India’s diamond jewellery market has thrived on trust, craftsmanship, and emotion. With laboratory-grown diamonds entering the mainstream, especially via digital and e-commerce platforms,
the terminology blurred. Disclosures varied, and consumer confusion quietly grew. This month, the Bureau of Indian Standards (BIS) intervened with a clear, enforceable framework defining how diamonds must be described and sold nationwide.
The new standard introduces a simple but powerful rule: the word “diamond,” when used alone, refers only to natural diamonds. Laboratory-grown alternatives must be fully disclosed with the terms “laboratory-grown diamond” or “laboratory-created diamond.” Abbreviations and euphemisms are banned. Any language that could mislead buyers into thinking a lab-grown stone is mined is not allowed.
What The BIS Rule Changes For Shoppers
The new framework removes ambiguity from one of India’s most emotionally charged purchases. Consumers will no longer have to decode labels like “lab diamond,” “eco diamond,” or brand-led terminology that omits origin altogether. The rule also bans descriptors such as “nature’s,” “pure,” or “cultured” for laboratory-grown stones, ensuring that marketing language cannot blur material differences.
“This standard brings long-awaited clarity for consumers. When someone buys a diamond, they deserve to know exactly what it is – clearly, honestly, and without confusion,” said Richa Singh, Managing Director, Natural Diamond Council.
The shift is not about preference, but precision – about knowing exactly what sits inside a jewellery box, whether purchased online or in-store.
Why Retailers Are Paying Attention
For jewellers, the new standard introduces greater accountability while also offering a more level playing field. Clear definitions mean fewer disputes, stronger trust, and a more confident customer journey.
“This important BIS milestone brings greater accountability and transparency, putting consumers at the heart of the diamond ecosystem across India. Well-defined standards will help retailers serve customers better, build trust, and secure a stronger future for natural diamonds,” said Gaurav Anand, Chairman, Anand Jewels.
Rather than forcing comparison, the regulation allows each category – natural and laboratory-grown – to stand on its own merit.
The Lab-Grown Perspective: Legitimacy, Not Limitation
Interestingly, leaders from the lab-grown diamond sector see the BIS clarification as a win, not a setback. Pooja Madhavan, Founder and Managing Director, Limelight Lab Grown Diamonds, points out that the standard mirrors international practice, including guidelines previously introduced by the US Federal Trade Commission.
“Diamonds are defined by their material properties, not their origin. This will enable the sector to become more honest and transparent to the consumer,” she noted, adding that banning terms like “fake,” “synthetic,” or “artificial” further legitimises laboratory-grown diamonds.
By enforcing accurate naming rather than value judgments, the rule strengthens credibility across categories.
From Comparison To Confidence
For brands building in the lab-grown space, clarity allows storytelling to evolve beyond comparison with mined stones. Namita Kothari, Founder at Akoirah by Augmont, believes the focus now shifts to design, craftsmanship, and relevance.
“The BIS clarification is aimed at improving transparency, not redefining what a diamond is. This clarity helps consumers make informed choices and strengthens trust in the category,” she said.
In a maturing market, transparency becomes a growth driver rather than a constraint.
India’s new diamond terminology rule marks a cultural shift as much as a regulatory one. It acknowledges the coexistence of natural and laboratory-grown diamonds while ensuring that consumers are never left guessing. By prioritising disclosure over debate, BIS has laid the groundwork for a more confident, credible, and future-ready jewellery industry.
