Forevermark Diamond Jewellery from De Beers Group, the world’s leading diamond company, officially launched as a jewellery brand today. India becomes the lead market for the Forevermark brand with a landmark brand debut and flagship store opening in New Delhi. The opening of the flagship New Delhi store marks a significant milestone in Forevermark’s journey of bringing its global heritage, modern design sensibilities, and philosophy of discreet luxury to discerning natural diamond consumers.

Forevermark unveils a compelling new brand identity in the Indian market that redefines diamond jewellery for the modern woman. While the brand will continue to create high jewellery occasion pieces that showcase the eternal beauty of natural diamonds, Forevermark positions itself as an aspirational everyday diamond jewellery brand for women who embrace individuality, independence and daily moments of self-celebration. Anchored in De Beers Group’s heritage of diamond expertise, this new identity brings to life the brand’s core values of rarity, responsibility and artistry through engaging storytelling.

Central to this new chapter is Forevermark’s campaign, ‘This One’s For Me’, celebrating a generation of women who choose diamonds not merely as adornment but as meaningful companions in their everyday lives. Each Forevermark diamond is inscribed with a unique identification number, marking it out as a natural diamond defined by its beauty, rarity, and story of care and responsibility.

Speaking on the occasion of the brand launch, Sandrine Conseiller, CEO, Brands & Diamond Desirability at De Beers Group, said, “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. As the category is projected to grow to nearly US $20 billion by 2030, India remains central to Forevermark’s long-term vision. Every Forevermark diamond embodies not only exceptional craftsmanship but also a story of meaningful impact. When someone chooses Forevermark Diamond Jewellery, they are not only celebrating a personal milestone, but also embracing a legacy of care, responsibility, and timeless artistry. We are thrilled to begin this new chapter for the brand in India.”

Shweta Harit, Global Senior Vice President at De Beers Group and CEO of Forevermark, added, “Our launch in India represents a defining moment for 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. Forevermark’s debut also marks the beginning of an ambitious retail expansion strategy — up to 15 stores in 2025 and a long-term vision of 100 stores by 2030. Among the world’s most beautiful diamonds, Forevermark celebrates individuality and modern artistry, offering creations as beautiful, rare, authentic and unique as the women who wear them. Each Forevermark store will reflect the brand’s commitment to authenticity, design innovation, and the timeless rarity of natural diamonds, tailored for today’s woman.”

The India launch is being celebrated through a two-day series of events in New Delhi. Forevermark’s new brand story and collections will be unveiled in a stunning immersive event, featuring experiential elements that merge the best of fashion, luxury, music, and art. This will be followed by the inauguration of the brand’s first flagship store at South Extension in New Delhi, designed to merge global design trends with local sensibilities.