De Beers Group’s Forevermark has opened its first-ever global flagship store in New Delhi’s South Extension, marking its debut as a standalone jewellery brand.

The company has outlined plans to open 15 stores in 2025 and expand to 100 outlets over the next five years. The flagship launch comes as lab-grown diamonds see a drop in prices due to oversupply and declining demand. Forevermark is leveraging this shift by positioning natural diamonds as rare and enduring in value, aiming to capture festive and wedding season demand in India.

Forevermark is also unveiling a refreshed brand identity to appeal to modern consumers, especially women seeking aspirational, everyday luxury. Each Forevermark diamond features a unique inscription, reinforcing the brand’s focus on natural origin, craftsmanship, and sustainability. India’s $20 billion diamond market potential by 2030 is central to the brand’s global relaunch strategy.