FOREVERMARK EYES INDIA'S DIAMOND MARKET WITH STRATEGIC FRANCHISE EXPANSION

The brand plans to open 15 stores by March 2025, with a focus on North and West India.

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De Beers Group, the century-old global name synonymous with natural diamonds, has taken a decisive step in India with the launch of its first-ever global flagship store for Forevermark Diamond Jewellery in New Delhi's South Extension. The move signals India's growing importance as the world's second-largest diamond market and highlights the brand's commitment to tapping into the country's untapped luxury potential.

In a detailed conversation, Shweta Harit, Global Senior Vice President at De Beers Group and CEO of Forevermark, and Sandrine Conseiller, CEO, Brands & Diamond Desirability at De Beers Group, outlined the brand's vision for India, its retail strategy, and what sets Forevermark apart in a competitive marketplace.

India: The Sweet Spot in Global Diamond Strategy

India's evolution as a consumption-driven luxury market has put it at the forefront of global brand strategies. “India is now the second-largest market, and we see domestic consumption really going up. We thought we had a nice space in the center of the market. You have the national players, which are chains, and you have the super-luxury brands. We found a sweet spot in the middle. So that was one of the motivations,” explained Harit.

Forevermark has enjoyed significant brand recognition in India over the years through distribution via leading retailers. However, the flagship store in Delhi represents a new chapter: a deeper, direct retail presence that complements its existing network while building closer engagement with consumers.

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