Forevermark Diamond Jewellery, a De Beers Group company, has officially opened its flagship store in New Delhi, India. The company has unveiled a refreshed identity, positioning itself as a brand of everyday diamond jewelry for the modern woman.
The opening of the flagship store marks the company's debut as a standalone brand in India, catering to the needs of the modern Indian woman, celebrating individuality, self-expression, and understated luxury.
The company's updated philosophy, previously focused exclusively on creating high jewelry for special occasions, is based on the desire to make diamond jewelry a desirable choice for everyday wear. The new "It's for Me" strategy reflects a shift toward women choosing diamonds not only as adornment but also as an expression of self-confidence, a symbol of life's achievements, and a sense of purpose. Each Forevermark diamond is adorned with a unique inscription emphasizing its authenticity and ethical origin.
According to Forevermark Diamond Jewellery CEO Shweta Harit, the company plans to open up to 15 stores this year and, over the long term, 100 stores by 2030. "We aim to bring our philosophy of rarity and authenticity to one of the world's most dynamic jewellery markets," she said.
With the natural diamond jewelry market in India projected to reach $20 billion by 2030, Forevermark's entry into the market demonstrates De Beers Group's confidence in the country's changing consumer landscape and its growing interest in luxury rooted in tradition and authenticity, observers note.
Hélène Tarin, Editor-in-Chief of the Asian Bureau, Rough&Polished
