Prime Highlights:
- Forevermark aims to reach $100 million in sales in India by 2030 by connecting with the modern Indian woman through meaningful stories and culturally relevant experiences.
- ·The brand focuses on natural diamonds only, emphasizing authenticity and certified ownership while promoting special occasions and self-purchase trends beyond traditional romance.
Key Facts:
- Forevermark currently has four owned stores and six franchises in major cities like Mumbai and Delhi, with plans to expand selectively.
- India’s natural diamond market is projected to reach $6.2 billion in FY25, and Forevermark is positioning itself as a leading player in the luxury diamond segment.
Key Background:
Forevermark, the natural diamond brand from De Beers, plans to grow in India and aims for $100 million in sales by 2030. Shweta Harit, Global SVP of De Beers and CEO of Forevermark, said the brand wants to connect with the modern Indian woman through meaningful stories, cultural relevance, and digital strategies.
Forevermark focuses only on natural diamonds, each with a unique inscription number and certificate of authenticity. While lab-grown diamonds are gaining attention, Harit emphasized that Forevermark will continue to offer fully authenticated natural diamonds sourced directly from the mines. “For us, it is very clear, it’s natural only,” she noted.
Forevermark wants to connect with women who value personal milestones. Diamonds are also part of fourth anniversaries, so the brand is targeting self-gifting and special events, such as second ear piercing or Friendship Day presents.
Balancing global consistency with local relevance, Forevermark designs collections that merge international aesthetics with Indian preferences. “Culturally, it has to be relevant. We are creating rituals specific to India, ones that natural diamonds can own,” Harit said. Forevermark adjusts its pricing and products to fit the Indian market, which is different from other countries like China.
The brand currently has four owned stores and six franchises in major cities like Mumbai and Delhi, with plans to expand carefully. Forevermark is expanding online, with a new website and presence on platforms like Tata Cliq Luxury, to reach customers all over India.
Harit claimed that the brand would employ both traditional and online media and would target influencers and campaigns that are specific to cities. The traditional media makes the brand visible and digital media makes it reach the modern Indian woman.
Forevermark anticipates that the natural diamond market in India will be valued at $6.2 6.2billion in FY25, and it will ensure that it commands a significant portion of the market
through meaningful experiences. By combining its heritage with modern trends, the brand is becoming a top player in India’s luxury diamond market.
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