Prohibited shorthand and marketing terms

The Bureau of Indian Standards has introduced a new rulebook that changes how diamonds can legally be described and it directly affects what consumers see, read, and buy. From now on, if a product says 'diamond', it means a natural diamond. If it’s lab-grown, it must say so clearly, fully, and without marketing spin. For India’s jewellery market, it marks a major step toward transparency. Samah Qundeel explains.