DiamondBuzz
Forevermark Diamond Jewellery Celebrates the Grand Opening of De Beers Group’s Largest Flagship Store in Mumbai
Nearly 5,000 sq. ft. Mumbai flagship debuts with a stunning launch event, unveiling the ICON Collection
Forevermark Diamond Jewellery marked a defining milestone in its India journey with the grand opening of the world’s largest flagship store by De Beers Group in Mumbai. Located at Crest Link, Khar West, at the heart of Linking Road, the nearly 5,000 sq. ft. store reflects the brand’s long-term commitment to Indian consumers seeking meaningful, design-led luxury.
The marquee launch was celebrated with an exclusive evening that brought together
Mumbai’s most influential tastemakers, jewellery connoisseurs, creative voices, socialites,
celebrities, and leading creators. Hosted within the flagship itself, the event offered guests a
first glimpse into the brand’s stunning universe, featuring a fashion showcase and immersive
experiences that seamlessly blended craftsmanship with contemporary style.
The evening unfolded with enthralling performances including live music and a spectacular
fashion showcase, complemented by interactive installations and AI integrations around the
Mine to Finger journey, branded photo moments, innovative tarot readings and displays of the new collection, creating an atmosphere of modern luxury and timeless elegance. Guests
explored the store’s full portfolio, from refined everyday diamond jewellery to statement and
high jewellery pieces, all designed to celebrate life’s most meaningful moments.
Every Forevermark Diamond Jewellery piece is crafted from some of the world’s most
beautiful, rare, and responsibly sourced diamonds, each bearing a unique inscription, a
promise of authenticity, integrity, and exceptional quality. This philosophy comes to life with
the launch of the all-new Forevermark Icon Collection, inspired by the North Star as a symbol of clarity, direction, and confidence. It features versatile everyday diamond jewellery styles,striking statement pieces, and iconic designs across rings, earrings, necklaces, and bracelets.
This collection launch is also accompanied by the brand’s new campaign titled ‘My Guiding
Light’ that celebrates four iconic women who represent modern Indian excellence across
diverse fields. Manu Bhaker, professional shooter and double Olympic medallist; Diana
Penty, actor; Masaba Gupta, designer, actor, and entrepreneur; and Princess Gauravi
Kumari of Jaipur, social entrepreneur, each embody individuality, strength, and purpose,
sharing their personal stories and perspectives through mini digital videos on Instagram.
Together, they reflect the belief that confidence and direction come from within, perfectly
aligning with the spirit of the Icon Collection.
All four of them were also in attendance at the event, bringing glamour and gravitas to the
evening and reinforcing the store’s position as a landmark destination in Mumbai’s luxury
retail landscape. The evening was further elevated by the presence of Mumbai Indian
Cricketers Amelia Kerr, Milly Illingworth and Sajeevan Sajana, whose stories of resilience,
precision and perseverance echo the enduring strength of natural diamonds.
Commenting on the launch, Sandrine Conseiller, CEO, Brands & Diamond Desirability, De Beers Group, said: “India is central to the future of the natural diamond category. The opening of our largest Forevermark store in Mumbai reflects both the strength of consumer response we are seeing and our long-term confidence in the market. As luxury consumption
in India becomes more considered and value-driven, Forevermark is well positioned to build relevance through trust, craftsmanship, and enduring desirability.”
Shweta Harit, Senior Vice President, De Beers Group and CEO, Forevermark, added: “Mumbai marks an important next chapter in Forevermark’s India story. Following the encouraging response to our New Delhi store, this flagship reflects the scale of opportunity ahead. As our largest store globally, it brings together our brand vision, retail ambition, and commitment to the Indian consumer. This opening is also a key step toward our longer-term plan of building a network of 100 Forevermark stores in India by 2030.”
The new Mumbai flagship blends Forevermark’s contemporary international design with
local sensibilities. The spacious store offers an immersive experience, showcasing everyday
diamond jewellery, statement and high jewellery pieces, and iconic designs in a setting that
reflects the brand’s commitment to thoughtful, experience-led luxury.
DiamondBuzz
Botswana Looks Beyond Rough Diamond Sales, Eyes U.S. Jewelry Market
The Duty Exemption By US Presents An Opportunity For Domestic Jewelry Manufacturers In Gaborone To Bypass Traditional Middle-Market Hubs and Establish A Direct Pipeline To American Consumers
Grappling with a painful downturn in global rough-diamond demand, Botswana is pivoting its economic strategy: expanding up the supply chain directly into American retail shelves while leveraging its resource wealth to fund conservation and diversification.
Speaking on the sidelines of New York Climate Week, Bogolo Joy Kenewendo, Botswana’s Minister of Minerals and Energy, highlighted the southern African nation’s plan to capitalize on a 0% import-tariff rate to the U.S. market. The duty exemption presents an opportunity for domestic jewelry manufacturers in Gaborone to bypass traditional middle-market hubs and establish a direct pipeline to American consumers.
shift The push into value-added manufacturing comes as the world’s top diamond producer by value navigates a broader structural Diamond revenues have long formed the bedrock of Botswana’s post-independence balance sheet, underwriting universal secondary education and tuition-free university funding. However, recent market volatility has underscored the vulnerabilities of a mono-sectoral economy.
Under the Botswana Economic Transformation Programme (BETP)—an initiative spearheaded directly by President Duma Boko and his vice president—the government is directing resources toward manufacturing, agriculture, and broader mining sectors to reduce its heavy reliance on rough diamond sales.
To support its luxury exports, Botswana is recalibrating its brand narrative around origin, environmental stewardship, and social impact. The country recently announced a five-year extension of the “Okavango Eternal” partnership alongside De Beers Group and the National Geographic Society. The initiative aims to protect the ecological integrity of the Okavango River Basin while tying diamond purchases to conservation efforts.
With De Beers currently facing an impending ownership change, officials remain optimistic that any capital restructuring could bring additional funds into Botswana to accelerate its domestic economic transition.
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