JB Insights
Forevermark stores: De Beers is rewriting the rulebook
De Beers isn’t just playing the game anymore; they’re rewriting the rulebook. Forget the “shop-in-shop” clutter—the diamond giant is planting its flag in Indian soil with a strategy that’s as sharp as a princess cut.
By launching standalone Forevermark stores, De Beers is ditching the middleman and betting big on India as the ultimate test bed for high-octane luxury. Here’s how they’re turning the “traditional” jewelry market on its head:
The Strategy: High Stakes, Higher Value
De Beers has stopped trying to blend in. They’ve realized that to sell a dream, you need to own the room.
- The Blueprint: They’re swapping low-risk partner outlets for sprawling, 5,000 sq. ft. flagship “global” stores.
- The Target: No more waiting for a wedding invite. They’re hunting the “Self-Purchaser”—affluent women (ages 25–45) who buy diamonds because it’s Tuesday, not because they’re getting married.
- The Map: Forget the cooling markets in China or the “steady-as-she-goes” U.S. De Beers is laser-focused on India’s Tier 1 and Tier 2 cities, where the appetite for luxury is growing at a staggering 10–12% annually.
Why India? The Death of “Gold Only”
For decades, gold was the undisputed heavyweight champion of the Indian heirloom. Not anymore. India’s young, wealthy middle class is trading religious tradition for high-end aspiration.
Gold has long been the Old Guard of Indian jewellery—deeply rooted in tradition, trust, and legacy. Dominating heavy wedding sets and festive occasions, gold is typically purchased by families and patriarchs, valued as both adornment and secure investment. Its vibe is timeless, ceremonial, and culturally rich, symbolising stability and generational wealth. In contrast, diamonds represent the New Wave—light, versatile, and designed for everyday wear as much as special moments. Increasingly chosen by independent women, diamond jewellery reflects individuality and aspiration, evolving into a modern status symbol that blends personal expression with contemporary luxury.
JB Insights
Be Your Own Valentine: Rethinking Love and Gifting This February- Kumari Fine Jewellery Inputs Shared by – Supriya Kataria, Founder, Kumari Fine Jewellery
As self-love, self-gifting, and Galentine’s Day reshape how women celebrate Valentine’s Day in India
As Valentine’s Day approaches, the conversation around love is quietly but meaningfully shifting. Once centred almost exclusively on romantic partnerships, the occasion is now being reimagined as a celebration of love in all its forms, from self-love, friendships, and family bonds to personal milestones.
Recent reports indicate a steady rise in single individuals, particularly women, who are redefining how they engage with occasions that are traditionally couple-led. In this evolving landscape, Valentine’s Day is no longer about waiting for a partner’s gesture; it has become an opportunity for personal acknowledgement and self-celebration.
Therefore, one of the most significant shifts in Valentine’s spending we have increasingly noticed has been the rise of self-gifting. Consumers today are choosing to invest in themselves, marking achievements, transitions, and moments of self-recognition. This change has been fuelled by the growing popularity of Galentine’s Day, celebrating friendships, especially between female friends, over romance and a broader cultural move towards self-care and personal investment.
Data reflects this change clearly. Bumble’s 2025 Dating Trends report reveals that 61% of single Indian women value micro-moments of care and intention over traditional romantic clichés. At the same time, Valentine’s Day shopping patterns are evolving rapidly, with 30–35% of Valentine’s Day sales in India taking place online in 2024, alongside a reported 25% increase in traffic and sales.
Against this backdrop, jewellery, long associated with milestones and meaning, has emerged as a powerful form of self-expression. Gifting oneself fine jewellery is no longer viewed as indulgent, but intentional: a way of honouring one’s journey, resilience, and individuality.
This Valentine’s Day, Kumari Fine Jewellery invites women to pause and acknowledge one quality they admire in themselves. Whether it is strength, independence, creativity, or compassion, the act of self-gifting becomes a symbol of self-recognition.
At the heart of this philosophy is my own relationship with what love means today. For me, love does not require an audience, but it does require acknowledgement. The idea is simple yet powerful: love begins with me.
As women continue to redefine celebration on their own terms, Valentine’s Day stands as a reminder that the most enduring form of love is the one we choose to recognise within ourselves, a spark from within, worthy of being honoured.
source:Bumble & Kumari Fine Jewellery
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