De Beers to open 15 Forevermark stores across India this year

Global diamond business De Beers plans to launch 15 Forevermark brand diamond jewellery stores in India this year and open 100 brick-and-mortar outlets by 2030. The initial Forevermark stores will be spread across Delhi and Mumbai. 

“We are investing in retail through [the] Forevermark Jewellery brand,” said De Beers’ India managing director Amit Pratihari, the Press Trust of India reported. “We will open 15 stores, eight in Delhi and the rest in Mumbai this year.”

De Beers India has identified the retail spaces in which it intends to launch its Forevermark stores, ET Retail reported. The first of the boutiques is slated to open its doors to the public in June or July this calendar year. The stores will house a selection of natural diamond jewellery for men and women with a mix of occasion and everyday styles available. 

Speaking to reporters, Pratihari opined that the natural diamond industry is not currently facing any threat from the fast growing lab grown diamond industry and De Beers is working with the Indian government to promote natural diamonds. To protect the interest of consumers, Pratihari stressed the importance of quality certifications so shoppers know exactly what they are purchasing. 

De Beers Forevermark retails its natural diamond jewellery globally and shares information on natural diamonds as part of its marketing. The business also focuses on responsible sourcing and traceability in its operations, according to its Facebook page.