Forevermark opens first global flagship in India, plans 100 new stores in five years

De Beers Group’s Forevermark Diamond Jewellery has chosen India to launch its first-ever global flagship store, underlining the country’s growing significance in the global diamond industry. The new store in New Delhi’s South Extension marks the official debut of Forevermark as a standalone jewellery brand. The company has laid out an ambitious retail expansion strategy with plans to open 15 outlets in 2025 and scale up to 100 stores over the next five years.

The timing of the launch is noteworthy. Lab-grown diamonds, which once attracted attention as a cheaper alternative, are seeing a sharp decline in prices due to oversupply and slowing consumer interest. Forevermark is seeking to differentiate itself by reinforcing the appeal of natural diamonds, presenting them as rare, authentic and enduring in value. The strategy comes just as India enters its peak festive and wedding season, a period that traditionally boosts jewellery sales across the country.

“India is now the most important market for us. We have seen double digit growth in natural diamond demand here, and the market is projected to reach 20 billion dollars by 2030. This is why our first flagship and our global relaunch are anchored in India,” said Sandrine Conseiller, Chief Executive Officer for Brands and Diamond Desirability at De Beers Group.

Forevermark is also unveiling a refreshed brand identity in India. Known earlier for high jewellery occasion pieces, it is now positioning itself as an aspirational everyday diamond jewellery brand. Its new campaign, This One’s For Me, aims to resonate with modern women who see diamonds as companions in their daily lives rather than ornaments reserved only for special occasions.

Each Forevermark diamond carries a unique inscription that signifies its natural origin and reflects the brand’s emphasis on responsibility and artistry. “Every store will be designed to reflect authenticity, design innovation and individuality. The timing is right because India’s jewellery heritage and evolving consumer aspirations make this the perfect market for our next chapter,” said Shweta Harit, Global Senior Vice President at De Beers Group and Chief Executive Officer of Forevermark.

At a time when lab-grown alternatives are losing pricing power in global markets, De Beers is betting that Indian buyers will continue to value the rarity and heritage of natural diamonds. With the festive season already underway, the brand is positioning itself to capture growing demand for luxury jewellery and to strengthen its footprint in one of the fastest-expanding diamond markets in the world.

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