De Beers Group has made India the cornerstone of its new retail strategy with the global debut of Forevermark Diamond Jewellery and the opening of its first flagship store in New Delhi. The launch marks a significant shift for the world’s largest diamond company, which is repositioning Forevermark as a standalone jewellery brand with India at the centre of its growth plans.

The flagship store, located in South Extension, will serve as the launchpad for a broader retail push. De Beers plans to open up to 15 stores across India by 2025, with a longer-term target of 100 stores by 2030. The company is betting on India’s fast-growing diamond jewellery market, which is expected to touch $20 billion by 2030, as rising disposable incomes and evolving consumer preferences boost demand.

“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,” said Sandrine Conseiller, CEO, Brands & Diamond Desirability, De Beers Group. 

As the category is projected to grow to nearly $20 billion by 2030, India remains central to Forevermark’s long-term vision, she added.

A new identity 

The brand is repositioning itself as an everyday diamond jewellery label, designed for women who “value individuality, independence and daily self-celebration”. Its new campaign, ‘This One’s For Me’, points to this shift, highlighting how diamonds are increasingly being chosen as personal statements rather than just adornments for special occasions.

“Our launch in India represents a defining moment for Forevermark,” said Shweta Harit, global senior vice president at De Beers Group and CEO of 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.”

Each Forevermark diamond carries a unique identification number and is hand-selected beyond the traditional 4Cs to ensure quality and authenticity. The brand states that every piece is responsibly sourced, reflecting De Beers’ focus on traceability and positive impact in the communities it operates within.