Titan Finally Starts Selling Lab Growns

(IDEX Online) - Titan Company is finally embracing lab growns with the launch of a new brand, called beYon, and the opening of a flagship store in Mumbai.

Titan, India's biggest jewelry retailer with over 760 stores had long resisted lab growns, and had positioned itself as a firm supporter of only natural diamonds.

None of its existing brands - Tanishq, Mia, Zoya, and CaratLane - sell lab growns, but Titan has now relented, in the face of accelerating consumer demand among Gen Z/millennials for affordable alternatives to natural stones.

It is the first large-scale entry by a major organized jeweler into India's lab grown sector.

The beYon collection of studs, rings, pendants, bracelets and other casual daily-wear pieces, launched yesterday (29 December) will be sold only in dedicated stores, with proprietary certificates, no buyback policies and no crossover into other Titan brands.

Pic shows flagship beYon store in Mumbai.