Gladrags editor Maureen Wadia sporting diamonds at LIFW

An LIFW press release says that the shimmering rocks will only have competition from the glitterati of the glamour world. "Diamonds promise to be the flavour of the season with the 58 designers, 48 models and a host of celebrities and socialites from across the country. Leading designers, media persons, models, socialites and Bollywood personalities; all set to take your breath away with not only the best outfits; but also luminous diamonds!" adds the release.

DTC, which operates through the JWT India network, has forged associations with the Lakme India Fashion Week even in the previous years. The intent is to emphasise that "the glamour of diamonds is here to stay - diamond jewellery is the only accessory that adds the right amount of sparkle to any ensemble." DTC officials have been quoted as saying that it is the pairing of diamonds with high fashion that creates a look that defines classic elegance and style; adding that extra sparkle for a perfectly finished look.

Model Noyonika Chatterjee sporting diamonds at LIFW

Worldwide, it is an accepted norm as the marketing team of De Beers ensures that diamonds are a part of all high profile events. This year, the 75th Annual Academy Awards saw Hollywood's glamorous celebrities sporting sparkling rocks. Academy Award-winner Nicole Kidman wore brilliant diamond chandelier earrings by Fred Leighton, while Salma Hayek shimmered in Harry Winston diamond chandelier earrings with briolette drops. Diamond icon Jennifer Lopez made a splash with shoulder-dusting diamond chandelier earrings and a 13-carat cushion cut diamond right-hand-ring by Fred Leighton and Oscar-winner Catherine Zeta-Jones performed in diamond chandelier earrings by Neil Lane.

It looks as if "diamonds will be forever" (and regularly) linked to Lakme India Fashion Week, the most important event in the annual calendar for everyone associated with the fashion industry in India.