De Beers Unleashes Forevermark India Store Blitz

Gems News: Major Expansion for a Diamond Giant

Luxury diamond powerhouse De Beers is making a bold leap in India by announcing the launch of 15 new Forevermark brand retail stores before the end of 2025. This significant move marks the group’s deepening shift from mining to retail, and it positions Forevermark as a standalone luxury force in one of the world’s fastest-growing diamond markets.

The Forevermark diamond collections will soon be available in both Delhi and Mumbai
Image Credit: De Beers

The expansion will begin with eight boutiques in Delhi and seven in Mumbai, reflecting the company’s focus on India’s most lucrative metro markets. This Gems News report confirms that store locations have already been finalized, with the first openings scheduled for late this month.

India Now a Strategic Jewel for Forevermark

Amit Pratihari, Managing Director of De Beers India, stated that the goal is to increase the Forevermark retail footprint to 100 stores by 2030, with each boutique targeted to achieve $1 million in annual revenue. The approach highlights De Beers’ new emphasis on directly capturing retail value rather than merely selling rough diamonds to other businesses.

India’s jewellery market, valued at around USD 85 billion, is projected to grow significantly in the coming years—possibly hitting USD 140 billion by 2030. Within this, natural diamonds are expected to contribute around USD 17 billion, making the country an attractive arena for any global luxury brand.

Forevermark Goes All in on India

Forevermark, established by De Beers in 2008, is already available in over 2,400 retail points across 32 countries, but this upcoming wave of standalone branded stores in India is its most aggressive strategy yet. It marks a clear transition for the brand—moving from being a component of multi-brand retailers to a flagship player in its own right.

A ring from the Forevermark diamond jewellery collections that will soon be launched in India
Image Credit: De Beers

The Indian venture will include both company-owned stores and franchise partnerships, offering flexibility in expansion while ensuring design and quality consistency. The stores will carry everything from daily-wear diamond essentials to luxurious high jewellery collections.

Lab-Grown Diamonds No Match Says De Beers

While synthetic or lab-grown diamonds continue to gain traction in certain markets, De Beers is not rattled. Pratihari emphasized that synthetic diamonds pose no real threat to the natural diamond segment, especially when supported by transparent certification systems and strict consumer education.

The company is also collaborating with the Indian government and industry organizations to ensure buyers can clearly differentiate between natural and synthetic gems—a move that protects both consumer trust and long-term industry integrity.

Branded Retail Is the Future

This strategic move redefines how De Beers operates. Rather than simply supplying rough diamonds to wholesalers and jewellery manufacturers, it now aims to own the entire customer experience—from mine to boutique.

Forevermark’s elevated brand status in India comes as consumers increasingly seek traceability, ethical sourcing, and global luxury aesthetics wrapped in homegrown retail access.

De Beers is clearly doubling down on its ambitions for Forevermark in India—not just selling diamonds, but selling a dream through immersive branded experiences. If executed well, this shift could change the luxury retail jewellery landscape across the subcontinent… and set a new benchmark for diamond retail worldwide.

For the latest on De Beers, keep on logging to Gems News