Forevermark Diamond Jewellery marked a defining milestone in its India journey with the grand opening of the world’s largest flagship store by De Beers Group in Mumbai. Located at Crest Link, Khar West, at the heart of Linking Road, the nearly 5,000 sq. ft. store reflects the brand’s long-term commitment to Indian consumers seeking meaningful, design-led luxury.
The marquee launch was celebrated with an exclusive evening that brought together Mumbai’s most influential tastemakers, jewellery connoisseurs, creative voices, socialites, celebrities, and leading creators. Hosted within the flagship itself, the event offered guests a first glimpse into the brand’s stunning universe, featuring a fashion showcase and immersive experiences that seamlessly blended craftsmanship with contemporary style.
The opening also marked the launch of the Forevermark Icon Collection, inspired by the North Star—a symbol of clarity, direction and confidence. The collection features versatile everyday styles alongside bold statement pieces across rings, earrings, necklaces and bracelets, reflecting modern expressions of individuality and purpose.
Accompanying the collection is Forevermark’s new campaign, ‘My Guiding Light’, which celebrates four women who represent contemporary Indian excellence across diverse fields: Olympic medallist shooter Manu Bhaker, actor Diana Penty, designer and entrepreneur Masaba Gupta, and social entrepreneur Princess Gauravi Kumari of Jaipur. Through a series of digital films on Instagram, the campaign highlights personal journeys shaped by confidence, direction and inner strength—values that align closely with the Icon Collection.
Commenting on the launch, Sandrine Conseiller, CEO, Brands & Diamond Desirability, De Beers Group, said, “India is central to the future of the natural diamond category. The opening of our largest Forevermark store in Mumbai reflects both the strength of consumer response we are seeing and our long-term confidence in the market. As luxury consumption in India becomes more considered and value-driven, Forevermark is well positioned to build relevance through trust, craftsmanship, and enduring desirability.”
Shweta Harit, Senior Vice President, De Beers Group and CEO, Forevermark, added, “Mumbai marks an important next chapter in Forevermark’s India story. Following the encouraging response to our New Delhi store, this flagship reflects the scale of opportunity ahead. As our largest store globally, it brings together our brand vision, retail ambition, and commitment to the Indian consumer. This opening is also a key step toward our longer-term plan of building a network of 100 Forevermark stores in India by 2030.”
The new Mumbai flagship blends Forevermark’s contemporary international design with local sensibilities. The spacious store offers an immersive experience, showcasing everyday diamond jewellery, statement and high jewellery pieces, and iconic designs in a setting that reflects the brand’s commitment to thoughtful, experience-led luxury.
Forevermark Diamond Jewellery is the signature diamond jewellery brand from De Beers Group, the world’s leading diamond company, a name synonymous with more than 135 years of expertise and heritage in the world of diamonds.
