The company is focused on expanding its India store network, broadening consumer reach and strengthening premium jewellery proposition

Diamond brands often compete on design, craftsmanship and sparkle. Forevermark Diamond Jewellery by De Beers Group has taken a different approach, placing greater emphasis on provenance, rarity and the sourcing standards attached to its diamonds.

Launched globally in 2008, Forevermark brings De Beers’ more than 135 years of diamond expertise to a branded jewellery proposition.

Forevermark’s story in India is now entering a more aggressive chapter. After beginning its current company-led retail expansion with its first store in South Extension, Delhi, in September 2025, the brand has been steadily building a network of exclusive stores across key luxury markets.

"India is an extremely important market for Forevermark, and that is why we have set up this entire business with clear investments and an aggressive growth mindset. At the same time, we want to approach every store rationally and ensure that the locations we choose are right for the brand and the consumer," said Mallikarjuna Reddy Yarabolu, Managing Director, Forevermark, De Beers India Pvt. Ltd., in an exclusive interview with IndiaRetailing.

Building an Omnichannel Business Model

Forevermark is pursuing an omnichannel model in India, with exclusive physical stores complemented by its online platform.

The company’s approach is deliberately experiential: digital serves as an important discovery and reassurance point, while stores provide the physical experience that is particularly important when purchasing high-value jewellery.

"The consumer journey often starts online, where they browse, explore and build confidence, before coming into the store to experience the jewellery. We are therefore looking at the business as a true omnichannel experience, where digital and physical retail work together rather than operate as two separate channels," Reddy said.

The company currently distinguishes between marquee stores, designed to deliver a larger brand experience, and its standard retail format. Its marquee stores include a 3,000 sq ft outlet in South Extension, Delhi NCR, and a 2,800 sq ft store in Khar-Bandra, Mumbai. Standard stores are generally planned at between 1,000 and 1,200 sq ft.

Location selection is similarly deliberate. Forevermark evaluates markets on a “must-have” and “good-to-have” basis, balancing malls and high streets.

"We are aggressive in identifying the locations where we need to be present, but we are equally cautious about getting the store size, frontage and adjacencies right. A location has to make sense not only from a data perspective but also from the consumer's perspective," Reddy said.

The brand is also building a controlled partner network. It currently has two partners operating stores and plans to add another three, with the intention of keeping the total number of partners to around five or six.

From Milan Design to Made-in-India Jewellery

Forevermark’s product proposition combines international design with Indian manufacturing capabilities. The range is designed in Milan, with feedback from India incorporated into the design process.

The diamonds come from De Beers’ own mines, are cut and polished in Surat, and are subsequently converted into jewellery through a network of around eight Indian manufacturers.

The brand currently offers 16 collections in India, spanning three gold colours: white, yellow and rose gold. It also offers bespoke and made-to-order jewellery for customers looking for designs within the brand’s architecture.

Its price architecture is also designed to widen the consumer funnel. Forevermark has five price bands, starting at around $400 and extending to approximately $40,000 and beyond.

"Indian consumers are value conscious, but value does not mean cheap. Whether the consumer eventually makes a purchase or not is less important at the initial stage. What matters is that they are able to enter the Forevermark world, experience the product and understand the quality behind it," Reddy said.

Goals Ahead

In the span of a year, the company had reached its tenth store, with eight operational, and expected to open its tenth shortly. It plans to add another 10 stores and operate around 20 stores by December 2026.

The next phase is about building density in markets where Forevermark has already established a presence. Delhi NCR is expected to add two more stores, Mumbai another two and Bengaluru another four, while the company is simultaneously entering other metros and high-potential cities such as Pune, Patna and Chandigarh.

The longer-term target is to reach 100 stores and around ₹1,000 crore in turnover in India over the next four years. The company expects its first year of the current India business to generate around ₹100 crore in revenue.

The brand’s priorities can be distilled into three areas:

1. Consumer experience: Communicating natural diamond quality and craftsmanship while driving store visits
2. Selective partnerships: Building a controlled network of around five to six retail partners
3. Product versatility: Creating jewellery that works across occasions and attracts younger consumers

With De Beers’ global backing and investment behind the business, Forevermark sees the country as a potential launchpad for ideas and consumer propositions that can eventually travel beyond India.

"We are investing aggressively, but we also want to be rational in how we build every store and every partnership. Our ambition is to make the India business so successful that it becomes a story we can take from India to the world in the next few years," Reddy added.