De Beers has announced plans to enter the Indian retail market by opening 15 Forevermark brand stores in 2025. The company aims to expand significantly, setting a target of 100 stores by 2030 with an expected revenue goal of USD one million.

The first of the 15 stores will be strategically located in Delhi, with additional stores planned for Mumbai. The company has already identified retail spaces, and it is expected that the first store will open between June and July 2025. 

De Beers' retail initiative represents a significant expansion in India, a growing market for luxury and fine jewelry, with Forevermark stores expected to cater to the increasing demand for high-quality diamonds. This move also reflects De Beers’ strategic effort to strengthen its direct consumer connections while continuing to leverage its established brand legacy in the global diamond industry.

The company believes in the importance of quality certification to distinguish natural diamonds from synthetic ones, ensuring consumer protection and preserving the integrity of the market.