De Beers Expands in India with Opening of Largest Forevermark Diamond Jewellery Store in Mumbai
Diamond mining and jewellery group De Beers has opened a flagship store for its Forevermark Diamond Jewellery brand in Mumbai, reinforcing its long-term commitment to the fast-growing Indian luxury market.
The 5,000-square-foot store is located at Crest Link in Khar West, a prime destination along Mumbai’s iconic Linking Road.
The new flagship reflects Forevermark’s focus on Indian consumers seeking meaningful, design-led luxury jewellery rooted in trust and craftsmanship.
The store was launched with a high-profile celebration attended by leading jewellery connoisseurs, creative professionals, socialites, celebrities and prominent digital creators from across Mumbai and India.
Visitors to the flagship store are invited to experience immersive installations and AI-enabled storytelling that trace the “Mine to Finger” journey, showcasing Forevermark’s range from refined everyday diamond jewellery to bold statement and high-end pieces.
De Beers emphasises that every Forevermark creation is crafted using rare, responsibly sourced natural diamonds. Each piece carries a unique inscription, symbolising authenticity, integrity and exceptional quality.
The flagship store is also debuting the new Forevermark Icon Collection, inspired by the North Star as a symbol of clarity, confidence and direction. The collection includes versatile everyday designs as well as striking statement jewellery, spanning rings, earrings, necklaces and bracelets.
In addition, Forevermark has launched the “My Guiding Light” campaign, celebrating four women who exemplify modern Indian excellence across sport, film, fashion and business. The campaign reflects the belief that confidence and direction come from within, aligning closely with the values of the Icon Collection.
De Beers’ Brands and Diamond Desirability CEO, Sandrine Conseiller, said India plays a central role in the future of the natural diamond industry. She noted that opening the largest Forevermark store globally in Mumbai underscores both strong consumer response and the company’s long-term confidence in the Indian market.
“As luxury consumption in India becomes more thoughtful and value-driven, Forevermark is well positioned to build deeper relevance through trust, craftsmanship and enduring desirability,” she said.
De Beers Senior Vice President and Forevermark CEO Shweta Harit described the Mumbai flagship as a significant milestone in the brand’s India journey. “Following the positive response to our New Delhi store, this flagship highlights the scale of opportunity that lies ahead,” she said.
Looking ahead, De Beers plans to expand its footprint significantly, targeting a network of 100 Forevermark stores across India by 2030.
