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Delhi shimmered brighter than usual this past weekend as De Beers Group’s iconic diamond brand Forevermark took a bold step into its next chapter, transforming from a name synonymous with diamond inscriptions into a full-fledged jewellery brand. And tellingly, the world’s first Forevermark Diamond Jewellery flagship store has not opened in London, Paris or New York—but in the heart of New Delhi’s South Extension.

This moment was not just about opening doors; it was about opening a new identity. With this debut, De Beers has chosen India as the stage to showcase Forevermark’s redefined philosophy of discreet luxury, modern artistry, and women’s self-expression.

A Celebration Beyond Diamonds

The two-day launch celebration was less an event and more an immersive cultural soiree. Guests moved through curated experiences where music, art, and fashion converged with Forevermark’s diamond legacy.

At the centre of it all stood Sandrine Conseiller, CEO, Brands & Diamond Desirability, De Beers Group, and Shweta Harit, Global Senior Vice President, De Beers Group and CEO of Forevermark. Together, they unveiled the brand’s new manifesto, “This One’s For Me”, a philosophy that reframes diamonds from symbols of gifting to companions in a woman’s evolving journey of individuality.

The evening had its theatrical flourishes. Actor-singer Saba Azad gave voice to the brand’s manifesto through a soulful self-composed performance. A runway show followed, where Anoushka Shankar’s sitar strains scored the catwalk of Forevermark’s high jewellery line, worn by India’s top models. The crescendo came with Mira Kapoor, entrepreneur and modern style icon, who embodied the brand’s ethos as she closed the show only to return the next morning to inaugurate the flagship store itself.

India: The Beating Heart of Diamonds

For De Beers, selecting India as Forevermark Diamond Jewellery’s launchpad carries both symbolism and strategy. As Shweta Harit explained:

“Our philosophy, ‘This One’s For Me,’ is all about women celebrating themselves—their individuality, their choices, their evolving journeys. India, with its deep love for diamonds and modern spirit, is the perfect place to begin this chapter.”

Sandrine Conseiller echoed the sentiment:

“India has always been at the heart of the global diamond story. With this launch, we are opening an exciting new chapter that celebrates women in all their brilliance.”

India is not only a thriving consumer market but also an emotional epicenter of the global diamond narrative. In choosing New Delhi as its first global flagship, Forevermark acknowledges India’s dual identity as both a custodian of jewellery traditions and a market eager for contemporary luxury.

The Store: Where Every Visit is an Occasion

The flagship store itself is designed as an experience in luxury storytelling. Located in South Extension-1, the space blends modern international design with warmth and elegance. Each collection showcases the brand’s artistry and craftsmanship, while every corner reflects the theme of individuality and personal expression

Beyond the physical, Forevermark has also refreshed its e-commerce platform, offering a seamless bridge between its in-store aura and the digital-first habits of India’s luxury consumer base.

A Diamond Brand Reinvented

Forevermark has always been known for its rare, responsibly sourced natural diamonds each inscribed with a unique identification number as a mark of authenticity. But now, the brand is setting its gaze higher: not just diamonds, but jewellery designed as personal milestones, crafted with artistry that resonates with contemporary women.

As De Beers pivots Forevermark into this new avatar, its promise is clear: to celebrate women, their many facets, and the stories that make them shine.

The launch in India marks the start of what could become one of the most intriguing jewellery journeys of this decade where heritage meets modernity, and diamonds go beyond adornment to become reflections of individuality.

Forevermark Sparkles in India: De Beers Group Unveils First Global Flagship in New Delhi

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