(Commonwealth_India) India’s jewellery market is changing fast. For decades, gold has held a dominant position, but increasingly, buyers are gravitating towards diamonds, particularly branded ones that exude style and prestige. Even so, branded diamond jewellery still makes up less than 10% of total sales, leaving a giant gap for companies to grow. That’s precisely the space De Beers Group, one of the world’s most famous diamond companies, is looking to capture by giving its Forevermark brand a fresh identity.
Forevermark, which was once mainly a supplier to other jewellers, is being reintroduced in India as a brand that speaks directly to consumers in the premium segment. The decision comes at a time when diamond jewellery sales in the country are rising by double digits, making India one of the fastest-growing markets anywhere. Sandrine Conseiller, who leads brands at De Beers, explained that India has always been important for Forevermark, as it’s already one of its top three markets globally. The branded diamond jewellery sector is expected to more than double in size by 2030, she said. The company wants to be at the forefront of this growth.
The move also builds on De Beers’ long-standing relationship with India, where it has been operating for 30 years. Rising incomes, a growing middle class, and a culture of self-purchase are creating the perfect conditions for premium jewellery to flourish. According to Shweta Harit, CEO of Forevermark, the Indian market boasts a multitude of mass-market players and a select few luxury labels at the top, yet the middle premium space remains largely unexplored. That’s where Forevermark hopes to step in.
What makes the strategy even more rooted in India is that everything, from design to sourcing and production, will happen locally. And globally, too, the trend is in their favour. Young buyers, especially those in Generation Z, are opting for branded jewellery that feels personal and expressive. De Beers believes Forevermark can tap into that sentiment by blending heritage with modern style.
The company has set ambitious plans, aiming to open 15 stores by 2025 and reach 100 by 2030. While gold still dominates, organized jewellery retail is expanding quickly, and more buyers are looking beyond traditional purchases. For De Beers, India is no longer just another growth market; it’s where the future of Forevermark is being written.
