“It might be the oldest thing you ever hold in your hands,” said a Forevermark representative, passing around a rough diamond for visitors gathered around a glass kiosk. Despite its 30 carats and a million-dollar price tag, what impressed most about the irregular rock was its age—estimated at approximately 3.5 billion years old.
The rough diamond was the oldest, but certainly not the only highlight from the India launch of Forevermark Diamond Jewellery by De Beers Group. Hosted across two days in late September, the star-studded event in New Delhi included the launch of the country’s first Forevermark flagship store in the national capital.
On the eve of the store’s opening, an evening at The Taj Palace, New Delhi, featured an exhibition-like showcase, the brand’s new campaign launch, a runway presentation, and a singular musical performance.
“The launch of Forevermark Diamond Jewellery in India was conceptualised as a truly immersive experience, designed to bring Forevermark’s new identity to life through music, art, fashion, and storytelling, much like the many facets of a diamond itself,” says Shweta Harit, Global Senior Vice President at De Beers Group and CEO of Forevermark. “The showcase of how a diamond is formed was a powerful way to underline the natural rarity and the billions of years of beauty and resilience that every Forevermark diamond represents.”
An LED tunnel marked the entrance to the event, with a Diamond Experience Room that showcased various forms of Forevermark natural diamonds. Curated experiences such as personalised decorative plates and caricatures drew the attention of guests, while “The Facets”, a mirrored installation mimicking the aspects of a diamond double-served as a photobooth and Instagram inspiration for guests, which included (former) actor and content creator Sameera Reddy, couturier Gaurav Gupta, American jewellery influencer Julia Hackman Chafe, and Indian content creators like Tina Kakkad, and artist and influencer Bahaar R Dhawan, who hosted the evening.
Forevermark has been a familiar name for Indian diamond consumers, and its launch comes in the wake of rising attention from international fine jewellery brands in the market.
According to Sandrine Conseiller, CEO, Brands & Diamond Desirability at De Beers Group, the company has seen “year-on-year double digit rises in consumer demand” for natural diamonds in India, with a growth projection of nearly $20 billion by 2030. At the launch event, she called the brand’s debut a new chapter in Forevermark’s decade-long association with India and highlighted its appreciation for jewellery design and craftsmanship.
The evening’s programme began with the brand’s new campaign launch. Titled “This One’s For Me”, it spotlighted women as the primary target consumers of gemstones. “Today’s woman is self-assured, she seeks validation from herself first, and she sees jewellery not just as adornment but as an intimate expression of who she is,” says Harit. “She is multifaceted, independent, and ever-evolving, much like the diamond itself. At Forevermark, we design jewellery that is meaningful and enduring, created to celebrate this individuality and to stand as a companion to her journey of self-expression.”
Following the campaign’s launch, a selection of Forevermark designs was presented in a runway show and two distinctive musical performances.
Singer and actor Saba Azad, dressed in an icy silver gown and Forevermark jewels, took the stage first with Imaad Shah on the guitar, singing an original composition named after the Forevermark campaign to mark its India debut.
Next on stage: the inimitable Anoushka Shankar on the sitar, dressed in a Gaurav Gupta ensemble and Forevermark’s Icon Shimmer Spread Necklace with round diamonds set in alternating icon and prong settings.
Giving the audience a tease of her concert experience, Shankar steadily amped up the tempo as models walked down the runway wearing jewellery that transitioned from everyday and delicate baubles to statement designs.
Mira Kapoor, also in Gaurav Gupta, played the showstopper in a Gaia choker from Forevermark’s Red Carpet collection, with over 1,600 diamonds, including a round brilliant diamond weighing 3 carats set in 18-karat white gold.
“Anoushka Shankar, Mira Kapoor and Saba Azad, each embody individuality, creativity and modern femininity in distinct ways,” says Harit on the choice of the trio to lead the show. “Their presence perfectly reflected our brand’s philosophy of celebrating self-expression and authenticity.”
Kapoor also inaugurated the first Forevermark store in India the next day. Located in South Extension, a thriving shopping destination in Delhi filled with occasion–wear stores, the store will offer both everyday designs and high jewellery pieces. Along with the brick-and-mortar move, the brand has also launched an e-commerce site offering a wide range, from engagement rings to wedding-ready necklaces, everyday classics, trending designs such as ear cuffs and climbers and pieces catering to Indian consumers like the mangalsutra.
The wide range and omnichannel approach reflect the brand’s major expansion plans for the country. “India is a key focus for the De Beers Group, given its growing influence in luxury and its deep cultural bond with natural diamonds,” says Harit. “By expanding our retail and digital presence, we are bringing the Forevermark promise closer to Indian consumers than ever before. India is not just a growth market for us, but it is central to shaping the future of natural diamonds.”