De Beers Group’s Forevermark Diamond Jewellery has officially debuted as a standalone brand in India with the opening of its flagship store in New Delhi, positioning the country as the lead market for its global retail expansion.
The launch marks a pivotal moment for Forevermark, known worldwide for its natural diamond expertise, rarity, and craftsmanship. Alongside its flagship store at South Extension, the brand has unveiled a new identity tailored for the modern Indian woman — celebrating individuality, self-expression, and discreet luxury.
While Forevermark will continue to create high jewellery for special occasions, its refreshed positioning aims to make diamond jewellery an aspirational choice for everyday wear. Central to this new vision is the campaign “This One’s For Me,” which reflects the shift toward women choosing diamonds not only for adornment but as personal expressions of confidence, milestones, and meaning. Each Forevermark diamond carries a unique inscription, underscoring its authenticity and ethical sourcing.
“With rising disposable incomes and a deep cultural affinity for natural diamonds, India has become central to Forevermark’s long-term strategy,” said Sandrine Conseiller, CEO, Brands & Diamond Desirability at De Beers Group. “Every Forevermark diamond embodies not just beauty and craftsmanship, but also a legacy of care, responsibility, and artistry.”
Shweta Harit, Global Senior Vice President at De Beers Group and CEO of Forevermark, added, “Our launch in India is a defining moment. With plans for up to 15 stores this year and a long-term vision of 100 stores by 2030, we aim to bring our philosophy of rarity and authenticity to one of the world’s most dynamic jewellery markets.”
The India debut is being marked by a two-day celebration in New Delhi, featuring immersive experiences blending fashion, art, and luxury, culminating in the flagship store inauguration. Each store, the company said, will mirror Forevermark’s global standards while embracing local design sensibilities.
With India projected to become a USD 20 billion natural diamond jewellery market by 2030, Forevermark’s entry signals De Beers Group’s confidence in the country’s evolving consumer landscape and its growing appetite for luxury rooted in heritage and authenticity.
