De Beers Forevermark expects to report between 20% and 25% overall growth in diamond jewellery sales this festive season. The business has seen particular growth in the South Indian market which is fuelling its strong performance this season and showing significant signs of growth.
“South India is renowned for its vibrant and culturally diverse festivals, where jewellery plays an integral role in enhancing the festive spirit,” said De Beers Forevermark’s vice president Amit Pratihari in a press release. “Diamonds have long been a symbol of love, eternity, and prosperity, making them a popular choice for gifting and adorning oneself during festive season. De Beers Forevermark acknowledges the significance of these celebrations and is poised to meet the growing consumer demand for high-quality diamond jewellery.”
For the festive season, a traditional time to gift jewellery, the business brought back its ‘Forevermark Avaanti Collection’ which positions diamond jewellery as both a meaningful gift and statement. The collection features a range of earrings, pendants, bracelets, necklaces, and rings made from ethically sourced natural diamonds.
“Also, this festive season, we are expecting substantial growth, with South India being a significant driver,” said Pratihari. “The wedding season coinciding with the festivities this year, the consumer buying sentiment particularly for jewellery is highly positive and the demand is expected to continue into the new year as well.”
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