Forevermark shines bright with De Beers’ largest flagship store in Mumbai

MUMBAI: Forevermark Diamond Jewellery, part of the De Beers Group, unveiled its largest-ever flagship store in the city this week. Spanning nearly 5,000 sq. ft. on Crest Link, Khar West, the store is more than a retail space; it is a celebration of luxury, design, and the timeless allure of diamonds.

The grand opening drew Mumbai’s glitterati, from celebrities and fashion icons to socialites and jewellery connoisseurs, who were treated to an evening of glamour, immersive experiences, and a dazzling fashion showcase. Guests explored the store’s full portfolio, from everyday diamonds to statement and high jewellery pieces, all designed to celebrate life’s most meaningful moments.

Interactive installations and AI experiences highlighted Forevermark’s “Mine to Finger” journey, while tarot readings, photo moments, and live music brought a playful, contemporary twist to the brand’s craftsmanship-led heritage.

A highlight of the launch was the debut of the Forevermark ICON Collection, inspired by the North Star, a symbol of clarity, direction, and confidence. The versatile collection features rings, earrings, necklaces, and bracelets designed to elevate everyday elegance and special moments.

The launch also introduced the brand’s new campaign, ‘My Guiding Light’, featuring four extraordinary women embodying strength and individuality: Olympic medallist Manu Bhaker, actor Diana Penty, designer-entrepreneur Masaba Gupta, and social entrepreneur Princess Gauravi Kumari of Jaipur. Their personal stories, shared through mini digital videos, echo the campaign’s core message: confidence and purpose come from within. All four luminaries attended the launch, adding glamour and gravitas to the evening.

CEO of Brands and Diamond Desirability, De Beers Group, Sandrine Conseiller, said, “India is central to the future of natural diamonds. This flagship reflects both the strength of consumer response and our long-term confidence in the market.”, Senior VP, De Beers Group Senior VP and Forevermark CEO Shweta Harit, added, “Mumbai marks a significant chapter in our India journey. This flagship combines our vision, retail ambition, and commitment to Indian consumers, paving the way for 100 Forevermark stores by 2030.”

The new Mumbai store blends contemporary international design with local sensibilities, offering an immersive, experience-led environment where every Forevermark diamond, beautiful, rare, and responsibly sourced, tells its own story.

With its glittering launch and ICON Collection debut, Forevermark is not just selling diamonds; it is crafting a destination, an experience, and a reminder that sometimes, the brightest stars shine closest to home.