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Forevermark, the diamond jewellery brand from De Beers Group, has opened its first global flagship store in New Delhi, marking its official launch as a standalone jewellery brand in India. With this move, the company has positioned India as its lead market and outlined an ambitious expansion strategy aimed at opening 100 exclusive stores across the country by 2030.
The flagship store, located in South Extension-1, was unveiled as part of a two-day launch event in the capital that included an immersive brand showcase. The store has been designed to combine global retail aesthetics with Indian sensibilities, reflecting Forevermark’s commitment to offering a modern and personalised jewellery experience for Indian consumers.
With India’s growing middle class, rising disposable income, and a strong cultural affinity for natural diamonds, Forevermark sees significant potential in the market. “India remains central to Forevermark’s long-term vision,” said Sandrine Conseiller, CEO, Brands & Diamond Desirability at De Beers Group. “We are seeing consistent double-digit growth in demand for natural diamond jewellery. With the market projected to reach nearly $20 billion by 2030, the timing is right for our retail debut.”
The brand’s India launch also introduces its new global identity, supported by the campaign “This One’s For Me.” The campaign is aimed at modern, independent women who view diamonds not only as symbols for special occasions but also as meaningful everyday adornments. Forevermark is positioning itself as an aspirational yet accessible choice that celebrates self-expression and individuality.
Each Forevermark diamond is inscribed with a unique identification number and is selected for its exceptional quality, going beyond the traditional 4Cs of cut, clarity, carat, and colour. The brand also emphasises responsible sourcing, reflecting De Beers Group’s longstanding commitment to ethical practices across the diamond supply chain.
“Our launch in India is a defining moment,” said Shweta Harit, Global Senior Vice President at De Beers Group and CEO of Forevermark. “India has a deep-rooted heritage in jewellery and a new generation of consumers with evolving aspirations. This makes it the ideal market to scale our presence and share our brand philosophy.”
In the near term, Forevermark plans to open up to 15 exclusive stores by the end of 2025. The brand’s retail strategy will focus on strengthening its direct presence in key urban markets, supported by targeted marketing and consumer engagement initiatives.
