New Premises
House of Amrapali, Evoluzione, and SR Artefacts Unveil Joint Flagship Store in Mumbai
New 4,200 sq-ft experiential retail space blends fine jewellery, designer fashion, and heritage artefacts under one roof.
In a unique collaboration that celebrates Indian craftsmanship and luxury, jewellery house House of Amrapali, fashion curator Evoluzione, and silverware expert SR Artefacts have launched a joint flagship store in Mumbai. Located in a 4,200 square-foot space spread across two levels, the store merges fine jewellery, designer fashion, and artisanal collectibles to create a multidimensional retail experience.
“With the launch of our new flagship store in collaboration with Evoluzione and SR Artefacts in Mumbai, our vision was to bring together culture and craftsmanship in their purest forms,” said Tarang Arora, Creative Director of Amrapali Jewels, in a press release dated May 9. “From design to detailing, every element has been thoughtfully curated to celebrate Indian artistry in a setting that feels both intimate and grand.”
Each section of the store—dedicated to jewellery, fashion, and artefacts—features a distinct atmosphere, unified by a design language rooted in traditional Indian craftsmanship. Interior highlights include polished marble flooring, ambient lighting, and a blend of antique-style furniture with contemporary architecture. One of the standout elements is a staircase adorned with Thikri mirror work, inspired by the Sheesh Mahal, while the entrance to the jewellery room features an archway painstakingly handcrafted by Jaipur artisans over 1,200 hours.
The flagship houses an extensive collection, including over 1,000 handcrafted fine jewellery pieces by Amrapali Jewels and 1,500 silver designs from its contemporary line, Tribe Amrapali. Evoluzione brings in a curated selection from over 35 Indian fashion designers, while SR Artefacts showcases more than 500 heritage-inspired silverware items, idols, and collectible pieces. The space also features a curated selection from London-based Ananya Fine Jewellery.
According to Evoluzione co-founders Tina and Atul Malhotra, the store is designed to embody their philosophy of redefining luxury through thoughtful curation. “This flagship store brings that philosophy to life by offering a space where fashion, tradition, and modernity co-exist effortlessly,” they said.
The collaboration aims to provide a sensorial shopping experience that merges the aesthetic values of all three brands while creating a destination for luxury rooted in Indian heritage.
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.
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