Tanishq, one of India’s leading jewelry houses, is pushing forward with an ambitious expansion strategy in the United States. Since opening its first American stores, the brand has been steadily multiplying new locations across several key states, aiming to build a strong presence in markets where the Indian community is well established before reaching a broader audience familiar with the style and craftsmanship of Indian jewelry.
New boutiques are opening in prominent retail areas, including major malls and premium shopping districts. The company also plans to introduce additional store formats that align with the shopping habits of US consumers, supporting its goal to accelerate its footprint over the coming months.
While the American market shows growing enthusiasm for lab grown diamonds, Tanishq maintains a firm stance: the brand will not introduce synthetic stones into its collections. The company remains fully committed to natural diamonds, which it describes as a central part of its identity and a key component of its high jewelry expertise. According to the brand, rarity and authenticity remain essential values for its clientele, especially for significant and symbolic pieces.
This choice stands out at a time when many jewelry retailers are integrating laboratory created diamonds to reach new customer segments. Tanishq believes that staying true to natural stones is consistent with its heritage, its positioning and the type of luxury experience it aims to deliver.
The brand’s rapid growth in the United States shows that a strategy focused on natural diamonds continues to resonate strongly. Even in a market undergoing significant changes, authenticity remains a crucial reference point for customers seeking meaningful and lasting value. This underscores the enduring appeal of natural diamonds as symbols of prestige and legitimacy.