The Mumbai launch of the Forevermark Diamond Jewellery flagship store by De Beers Group transformed into a sparkling runway when models showcased versatile everyday diamond jewellery styles and high jewellery designs
across rings, earrings, necklaces and bracelets.
“Today, jewellery is positioned as an everyday luxury, versatile, modern and deeply personal, rather than something reserved for special occasions. The Mumbai store launch embodies this transformation, creating a space where consumers can experience the collection in an environment able to bring to life the entire brand experience in every single touchpoint,” says Federica Imperiali, director of the Forevermark Design and Innovation Centre in Milan, who was present at the launch.
Celebrating Icons
The Mumbai launch was accompanied by the ‘My Guiding Light’ campaign, which celebrated four iconic women comprising Manu Bhaker, professional shooter and double Olympic medallist; Diana Penty, actor; Masaba Gupta, designer, actor, entrepreneur; and Princess Gauravi Kumari of Jaipur, social entrepreneur.
Speaking about the campaign built around strong and empowering Indian women who have achieved global recognition, Federica Imperiali expresses, “The story behind the My Guiding Light campaign is deeply connected to the idea of self-discovery and empowerment. It celebrates strong and inspiring Indian women who have achieved global recognition, positioning them as modern icons who guide others through their journeys. The payoff ‘This one’s for me’ reinforces this message by highlighting jewellery as an intimate choice, something that reflects who she is and what she stands for.”
Let’s Talk Diamonds
Inspired by the North Star, a powerful symbol of self-worth, individuality and personal direction, the Forevermark Icon collection is the celebration of a woman’s journey, her choices and her unwavering sense of self.
“The Icon Collection represents our signature statement, and its redesign was focused on striking the perfect balance between evolution and heritage. We wanted to give it a sharper, more contemporary design language while preserving its emotional core, inspired by the North Star, a powerful symbol of self-worth, individuality and personal direction. This reimagining reflects Forevermark’s broader vision of shifting the narrative of diamond jewellery from legacy to individuality,” shares Federica Imperiali.
The Modern Indian Bride
Diamonds will continue to be at the heart of Indian weddings but what does the modern Indian bride truly want? “The modern Indian bride is looking for more than just opulence,” expresses Federica Imperiali, adding, “She wants jewellery that reflects her individuality and can be worn not only during celebrations but also in everyday life. This means versatile designs, contemporary aesthetics and pieces that carry emotional significance. In addition, self-purchase and everyday luxury are on the rise, with women choosing diamonds to celebrate personal milestones, not just matrimonial ones.”
