BeYon: House Of Titan Explores Fashion Jewellery With Lab-Grown Diamonds

India has long been defined by layered choices rather than binaries. Consumers do not switch from one preference to another; instead, they build portfolios of choices.

Jewellery consumption reflects this behaviour too. Shoppers move fluidly across materials and styles based on occasion, need and budget. On one side, there is precious jewellery like gold, natural diamonds and platinum signifying self-expression, aspiration, emotion, and investment value, while on the other side exists the fashion accessories created with silver, CZs, and lab-grown diamonds, which enable fast fashion and accessible styling.

Over the years, Titan has steadily built itself into the House of Titan with multiple brands like Taneira, Fastrack, Sonata, Skinn and Irth, expanding beyond watches into lifestyle and adornment categories. This direction caters to evolving consumer preferences and choices by offering multiple ways to adorn and express personal style across occasions.

As an extension to this, Titan is foraying into the lab-grown diamonds with beYon as the latest addition to its portfolio. Positioned as design-led and lifestyle-oriented, beYon features distinctive cuts and shapes, created for styling, accessorising, and fashion-forward expression. Lab-grown diamonds are a tech-first, man-made product, and the market is emerging and still evolving. With beYon, this positioning is reinforced by a no-exchange policy for LGD stones, with most products sweetly priced under Rs 1 lakh.

The precious natural diamond brands like Tanishq, Mia by Tanishq and Zoya continue to anchor their proposition in rarity, self-expression and emotions across milestone-led purchases, everyday statements and long-term value associations.

To strengthen confidence in this space, Tanishq has unveiled Diamond Expertise Centres, offering tools such as a Diamond Caratmeter, Lightscope and Inclusion Viewer, to help identify natural diamonds against synthetic alternatives and measure light performance of diamonds, demonstrate proof and educate customers to enable them to make informed decisions.

India's jewellery landscape thrives because it accommodates multiple categories simultaneously. Natural diamonds remain associated with emotional purchases, celebrations, everyday statements and meaningful milestones, driven by rarity and aspiration, while lab-grown diamonds are positioned as a fashion- and lifestyle-led category serving different needs within the jewellery market.