The Indian gem and jewellery industry has long grappled with the challenge of inconsistent and often confusing terminology used to describe diamonds and their alternatives—especially across digital and e-commerce platforms. In the absence of a unified, formal standard, consumers have frequently been left uncertain about the true nature of what they are purchasing. Addressing this long-standing concern, the Natural Diamond Council (NDC) has welcomed the adoption of IS 19469:2025 by the Bureau of Indian Standards (BIS)—a modified adoption of ISO 18323:2015 (Jewellery: Consumer Confidence in the Diamond Industry). This new standard introduces a clear, enforceable framework for diamond-related terminology, drawing a firm and transparent distinction between natural diamonds and laboratory-grown diamonds. The move marks a significant step forward in strengthening consumer protection and fostering trust across India’s diamond jewellery market.
Under the new standard, the term “diamond”, when used on its own, refers exclusively to a natural diamond. Sellers may use descriptors such as “natural,” “real,” “genuine,” or “precious” to reinforce clarity. At the same time, the guidelines mandate full and explicit disclosure for man-made alternatives. Products created in laboratories must be clearly identified using only the complete terms “laboratory-grown diamond” or “laboratory-created diamond.” Abbreviations or shortened forms such as “LGD,” “lab-grown,” or “lab-diamond” are no longer permitted for formal disclosure.
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To further safeguard consumers, the standard strictly prohibits the use of misleading language for laboratory-grown products. Terms such as “nature’s,” “pure,” “earth-friendly,” or “cultured” are not allowed, and the use of brand names without the approved “laboratory-grown” qualifier is considered inadequate disclosure.
Commenting on the development, Richa Singh, Managing Director, Natural Diamond Council, said, “This standard brings much-needed clarity for consumers. When someone buys a diamond, they deserve to know exactly what it is—clearly, honestly, and without ambiguity. Defining what can and cannot be called a diamond strengthens trust and preserves the value of a truly natural diamond.”
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The initiative has received strong support from jewellery retailers across the country. Sunil Datwani, Director, Gehna Jewellers, noted, “Transparency is not an option—it is our responsibility. The BIS guidelines provide clear direction, and we appreciate the role of NDC and other industry bodies in reinforcing consumer trust and protecting the integrity of natural diamonds.”
The Natural Diamond Council remains committed to supporting BIS and Indian authorities in the effective implementation of this framework. By eliminating ambiguity and misleading terminology, the industry takes a collective step toward safeguarding both the emotional and financial value of every diamond purchase.
