Blitz Bureau
NEW DELHI: The Bureau of Indian Standards (BIS) has introduced a new framework to standardise the way different types of diamonds are described, aimed at protecting consumers and bringing greater transparency to jewellery purchases across the country.
The Indian gem and jewellery industry has long grappled with the inconsistent use of terminology to describe diamonds and their alternatives, particularly in the digital and e-commerce space. This has led to confusion among buyers — a gap the new framework seeks to address, according to a statement by the Natural Diamond Council (NDC).
NDC, a not-for-profit trust that promotes the natural diamonds industry and works to enhance consumer trust, said it welcomes the adoption of IS 19469:2025 by BIS. The standard is an updated version of ISO 18323:2015 – Jewellery: Consumer Confidence in the Diamond Industry. “The new standard establishes a clear and enforceable framework for diamond terminology, drawing a firm distinction between natural diamonds and laboratory-grown diamonds. This move strengthens consumer protection and supports greater transparency across the Indian diamond jewellery market,” the statement said.
“The new standard establishes a clear and enforceable framework for diamond terminology, drawing a firm distinction between natural diamonds and laboratory-grown diamonds. This move strengthens consumer protection and supports greater transparency across the Indian diamond jewellery market,” the statement said
What the new standard means for consumers -Defining ‘diamond’: The word ‘diamond’, when used without qualifiers, will apply exclusively to natural diamonds. Sellers may use descriptors such as ‘natural’, ‘real’, ‘genuine’ or ‘precious’. – L a b o r a t o r y – g r o w n disclosure: Man-made alternatives must be disclosed at all times using only the full terms ‘laboratory-grown diamond’ or ‘laboratory-created diamond’. Abbreviations such as ‘LGD’, ‘lab-grown’ or ‘lab-diamond’ will no longer be permitted in formal disclosures.
-Ban on misleading language: Terms such as ‘nature’s’, ‘pure’, ‘earthfriendly’ or ‘cultured’ cannot be used to describe laboratory-grown products. Using brand names alone, without the approved ‘laboratory-grown’ qualifier, will also be considered inadequate disclosure.
Commenting on the development, Richa Singh, managing director, Natural Diamond Council, said: “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. Defining what can be called a diamond strengthens trust and protects the value of a truly natural diamond.” According to NDC, the initiative has received strong support from the jewellery trade across regions.
Tarun Kanwar, director at Navrattan Jewellers, said transparency and trust form the foundation of the jewellery business, especially in a market like India.
“The new BIS standard strengthens that foundation by removing ambiguity in diamond terminology,” he said. Vaibhav Saraf, director at Aisshpra Jewellery, said the move brings much-needed clarity and fairness for consumers. “Transparent terminology is essential to protect informed choice and preserve trust in fine jewellery,” he added. Gaurav Anand, chairman at Anand Jewels, said the BIS standard marks an important milestone by bringing greater accountability and placing consumers at the centre of the diamond ecosystem.
Sunil Datwani, director at Gehna Jewellers, said retailers in West India view transparency as a responsibility rather than an option. “The BIS guidelines provide clear direction for the industry, and we appreciate the role played by NDC and other industry bodies in strengthening consumer trust and upholding the integrity of natural diamonds,” he said.