Akshaya Tritiya marks a time of new beginnings and prosperity and remains one of the most significant occasions for jewellery purchases among Indian consumers. Ahead of this auspicious season, Forevermark Diamond Jewellery is accelerating its growth momentum to tap into this heightened demand. Following its launch last year as a diamond jewellery brand for modern Indian consumers, the brand has witnessed a strong growth trajectory driven by retail expansion and consumer-first innovation.

Under the leadership of Mallikarjuna Reddy Yarabolu, Managing Director, Forevermark, De Beers India Pvt. Ltd., the brand continues to accelerate its national expansion and strategic transformation. Earlier this year, Forevermark strengthened its retail presence with the launch of De Beers Group’s largest global flagship store in Mumbai, a milestone that underscores the brand’s growing leadership in the Indian luxury jewellery market. This momentum continues with the brand’s entry into emerging luxury hubs such as Chandigarh and Patna, reaffirming Forevermark’s commitment to reaching consumers beyond traditional metro strongholds. Over the past several months, Forevermark Diamond Jewellery has rolled out high-impact initiatives across merchandising, marketing, operations, digital and omni-channel experiences, collectively driving measurable progress toward a more customer-centric, modern, and scalable retail model. Today, the brand operates eight stores nationwide, supported by a network of smaller-format stores designed for efficiency and locally relevant assortments. Complementing this footprint are two flagship stores, which anchor Forevermark’s brand presence while enabling the wider retail network to offer curated, market-specific collections.

Speaking on the evolving market dynamic, Mr Reddy Said:

“Akshaya Tritiya remains a deeply significant occasion for Indian consumers, symbolising prosperity, new beginnings, and meaningful bonds. Today, diamond purchases are increasingly driven by intent, emotional value, and a desire for authenticity. Consumers are choosing natural diamonds to celebrate personal milestones, values that align closely with Forevermark’s commitment to transparency, integrity, and responsible sourcing. As we expand our presence across the country, we are bringing our promise of rare, natural diamonds closer to consumers, enabling them to celebrate with pieces that hold lasting value and timeless meaning.”

Forevermark Diamond Jewellery has undertaken a comprehensive merchandising reset to enhance product availability and ensure retail consistency across its network. The rollout of standardised 800 sq. ft. and 1500 sq. ft. store formats, along with a newly implemented six-tier pricing architecture, has strengthened the brand’s ability to serve both value-seeking and premium consumers, enabling broader category participation.

On the marketing front, the brand has deepened consumer engagement by focusing on experience-led retail and high-affinity storytelling. Forevermark’s omni-channel ecosystem continues to gain momentum, with digital initiatives delivering robust engagement and conversion outcomes.

This momentum places Forevermark at the forefront of a rapidly expanding diamond jewellery market in India. India has now emerged as the world’s second-largest diamond jewellery market, capturing 12% of global demand and surpassing sales value in China and Japan, driven by rising incomes, strong Gen Z and millennial adoption, and a growing preference for natural diamonds.

Forevermark stands poised for a strong Akshaya Tritiya season and sustained growth ahead, supported by deep consumer trust, expanding retail access, and a rapidly evolving diamond jewellery market that continues to redefine India’s luxury landscape.

This Akshaya Tritiya, all purchases above INR 3,00,000 are complemented by a first-of-its-kind exclusive gold diamond coin, crafted by Forevermark to mark a moment of lasting significance.