Descrição
Buying a diamond should feel exciting… but for most of us, it feels overwhelming.
How do you know if a diamond is actually worth it? Should you care more about the 4Cs, the certificate, the size, or the sparkle? And why are more women buying diamonds for themselves instead of waiting for a milestone?
In this episode of The Masoom Minawala Show, I sit down with Sandeep Kohli, CEO of Indriya (Aditya Birla Group), to unpack everything you thought you knew about diamonds.
From decoding the biggest myths around diamond buying to understanding why sparkle may matter more than the 4Cs, this conversation is a masterclass for anyone looking to buy fine jewellery with confidence.
We also explore how India is redefining the future of diamonds, why jewellery is becoming an everyday expression instead of just an investment, and how one of India's fastest-growing retail brands is changing the way women shop for jewellery.
In this episode, we cover:
💎 How to buy a diamond without getting overwhelmed
💎 The biggest mistakes people make while shopping for diamonds
💎 The truth about the 4Cs: Cut, Colour, Clarity & Carat
💎 Why sparkle is the most underrated factor in a diamond
💎 Diamond certificates: What actually matters?
💎 Gold vs diamonds: Which should you buy?
💎 Why more women are buying diamonds for themselves
💎 India's role in the global diamond industry
💎 Building Indriya into one of India's fastest-growing retail brands
Whether you're planning your first diamond purchase, love luxury, or simply want to understand what makes a diamond truly valuable, this episode will change how you shop forever.
Timestamps:
00:00 - Precap
1:05 - Introduction
2:29 - What should a woman feel while making a diamond purchase?
3:10 - Diamond purchases are changing, why?
5:05 - Diamonds and jewellery - are they investments?
5:55 - How to differentiate between two diamonds
6:45 - What is a consumer looking for in a diamond?
8:40 - Is a bigger diamond better?
8:56 - Wrong questions consumers are asking
11:04 - Why is sparkle more important?
11:46 - Sparkle like no other
12:18 - Craftsmanship v/s science in making a Diamond
14:50 - Brilliance, Scintillation and fire
15:39 - Non-negotiable for a diamond to be an Indriya diamond
16:30 - Men v/s women buying jewellery
17:01 - Are women making the purchase decisions?
17:45 - Myth busters
19:05 - Are people overcomplicating diamond purchases?
21:00 - Sandeep Kohli’s journey
23:33 - Growth of Indriya
24:52 - Hardest part of the journey
27:00 - What is more important - product or storytelling?
27:59 - Indriya means 5 senses
28:33 - Who is this woman coming to the Indriya store?
30:02 - How do you appeal to the Gen Z consumer?
32:04 - Yesteryear’s jewellery is today’s skincare
35:43 - Jewellery designs you should wear for occasions
40:00 - Message for jewellery buyers
41:02 - Why is trust important while buying diamonds?
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Social Media:
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My LinkedIn: https://www.linkedin.com/in/masoomminawala/?trk=public_profile_browsemap&originalSubdomain=in
About Me:
Masoom Minawala is the Founder and Creative Director of MSF Media, a women-focused media company built around one conviction: India's women are the largest underserved media audience in the world. She hosts The Masoom Minawala Show, a long-form podcast for ambitious women, and is an angel investor backing women founders across lifestyle, fashion, and digital media. A Forbes Asia 30 Under 30 honouree and pioneer of the #SupportIndianDesigners movement, Masoom has spent over a decade bringing Indian fashion, craft, and culture to global audiences.
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