Forevermark, the diamond brand from the De Beers Group, celebrates its growing association with AVR Swarna Mahal with the launch of a glittering new collection. AVR Swarna Mahal, which provides authentic jewellery and value for money to their clientele in Southern India, has created a special range of jewellery including earrings, pendants, rings, bangles, and necklaces set with beautiful, rare and responsibly sourced Forevermark diamonds. The new collection was presented in a glittering fashion show at the boutique in Salem.

“Less than 1 per cent of the world’s diamonds are eligible to become Forevermark. Using these diamonds in our designs not only enhances the jewellery but also maintains and increases our credibility with our customers. We are delighted to have associated with Forevermark, who are the diamond experts with the heritage of De Beers. The synergy of both our brands has bought about an ideal collaboration over the past few years,” said A.B.S Sanjjay, Managing Director, AVR Swarna Mahal.

“Forevermark is proud to be associated with AVR Swarna Mahal, one of the fastest growing retailers in South India. We ensure that we work exclusively with experts who are passionate about diamonds and committed to excellence like AVR Swarna Mahal, who live up to the promise of the brand. With our mutual love for the world’s finest diamonds, our customers can be sure to get the best of the best ” said, Sachin Jain, President, Forevermark India.

At AVR Swarna Mahal Forevermark had created a special black room enclosure where a beautiful Forevermark diamond was on display. A special laser light passed through the centre of this spectacular diamond displayed its brilliance. The beauty of a Forevermark diamond goes beyond the 4Cs and customers could witness this magnificence as the light refracted through the diamond in a multitude of colours making for a stunning visual spectacle. It was truly an unforgettable experience for AVR Swarna Mahal clients in Salem.

Forevermark diamonds are the world’s most carefully selected diamonds. Each Forevermark diamond undergoes a journey of rigorous selection and bears a unique inscription at its heart which is an assurance that every Forevermark diamond is beautiful, rare and responsibly sourced. The Forevermark collection is available for sale at AVR Swarna Mahal Salem.