De Beers Group has officially launched its diamond jewellery brand, Forevermark, globally, with the opening of its first global flagship store in New Delhi. India has been chosen as the lead market for the brand’s debut, reflecting the country’s rising demand for natural diamond jewellery.
The flagship store, located at South Extension, introduces Forevermark’s new positioning as an aspirational everyday diamond jewellery label. While the brand will continue to design high jewellery occasion pieces, it is now targeting modern women who view diamonds as part of their daily self-expression.
The launch is supported by Forevermark’s new campaign, “This One’s For Me”, which highlights women choosing diamonds as personal companions beyond traditional occasions. Each Forevermark diamond carries a unique inscription, ensuring its authenticity and linking it to De Beers’ values of rarity, responsibility and craftsmanship.
Speaking on the occasion of the brand launch, Sandrine Conseiller, CEO, Brands & Diamond Desirability at De Beers Group, said, “With rising disposable incomes and a deep cultural affinity for natural diamonds, we have seen year-on-year double digit rises in consumer demand for natural diamond jewellery in India. As the category is projected to grow to nearly US $20 billion by 2030, India remains central to Forevermark’s long-term vision. Every Forevermark diamond embodies not only exceptional craftsmanship but also a story of meaningful impact. When someone chooses Forevermark Diamond Jewellery, they are not only celebrating a personal milestone, but also embracing a legacy of care, responsibility, and timeless artistry. We are thrilled to begin this new chapter for the brand in India.”
Forevermark’s debut also marks the beginning of an ambitious retail expansion strategy. The brand is planning to launch up to 15 stores in 2025 and with a long-term vision of launching 100 stores by 2030.
Shweta Harit, Global Senior Vice President at De Beers Group and CEO of Forevermark, added, “Our launch in India represents a defining moment for Forevermark. With the country’s deep-rooted legacy in jewellery and the evolving aspirations of today’s consumer, this is the perfect time to bring our philosophy to one of the world’s leading diamond destinations.”
The brand’s India debut is being celebrated with a two-day event in the capital, showcasing new collections through fashion, music and art experiences.
