Forevermark Diamond Jewellery has announced a significant acceleration of its retail expansion and omni-channel strategy across India in preparation for the Akshaya Tritiya festival.
The brand is capitalising on a notable increase in domestic demand for natural diamonds, entering emerging luxury markets and standardising its retail operations to improve consumer accessibility. This growth phase follows a strong performance period since the brand repositioned itself to target modern Indian consumers in 2025.
According to Indian Jeweller, the expansion is led by Mallikarjuna Reddy Yarabolu, the Managing Director of De Beers India, who assumed leadership of the brand in January 2026.
A central component of this strategy is the entry into new luxury hubs, specifically Chandigarh and Patna, moving the brand’s presence beyond traditional metropolitan centres.
Currently, the company operates eight standalone stores nationwide, supported by two primary flagship locations that serve as anchors for a wider network of smaller, efficiency-focused retail outlets.
National Footprint and Retail Standardisation
To ensure consistency across its growing network, Forevermark has implemented a merchandising reset involving standardised store formats. The retailer now focus on two primary layouts: 800 square feet and 1,500 square feet.
This structural change is accompanied by a new six-tier pricing architecture designed to accommodate a broader range of consumers, from value-oriented buyers to high-net-worth individuals.
The brand’s digital ecosystem has also been upgraded to support an omni-channel experience, improving conversion rates through better integration between online browsing and in-store purchasing.
Earlier in 2026, the company reached a milestone by opening its largest global flagship store in Mumbai. As reported by Heera Zhaveraat, the 5,000 square foot showroom is located at Crest Link in Khar West. This facility serves as a prototype for the brand’s future retail direction, featuring immersive digital displays that illustrate the ethical journey of diamonds from the mine to the final consumer.
The Mumbai launch coincided with the introduction of the Icon Collection and a targeted marketing campaign featuring several high-profile Indian personalities.
Strategic Leadership and Long-term Vision
The current expansion is part of a broader objective to establish 100 Forevermark stores across India by 2030. Mr Yarabolu, who previously held senior leadership roles at Arvind Fashions Limited, is tasked with driving this transition from a shop-in-shop model to a standalone, company-operated retail structure.
An update from Creative Brands indicates that this leadership change signals De Beers’ intent to deepen its emotional connection with Indian consumers, particularly as the market shifts toward branded jewellery and greater transparency.
Shweta Harit, Senior Vice President at De Beers Group and CEO of Forevermark, has previously stated that the Indian market is central to the global future of natural diamonds.
The brand’s focus on responsible sourcing and grading beyond the standard four Cs is intended to build consumer trust in a market where authenticity is a primary driver of high-value purchases. This approach aligns with the growing preferences of Gen Z and millennial demographics, who now account for a significant portion of diamond jewellery consumption in the country.
Market Position and Festive Incentives
India has recently consolidated its position as the second-largest diamond jewellery market in the world, representing approximately 12 per cent of global demand.
This growth has allowed the Indian market to surpass the sales values recorded in China and Japan. To celebrate the Akshaya Tritiya season, which traditionally sees a surge in gold and diamond investments, Forevermark has introduced an exclusive incentive. Consumers making purchases exceeding INR 300,000 will receive a first-of-its-kind gold diamond coin, specifically minted to commemorate the festival.
The brand’s “My Guiding Light” campaign continues to support these retail efforts, focusing on values of clarity and confidence.
By combining traditional festival demand with modern retail infrastructure and competitive pricing tiers, the company aims to sustain its growth trajectory throughout the 2026 financial year.
The focus remains on natural diamonds, which Mr Yarabolu noted are increasingly chosen by consumers to celebrate personal milestones and meaningful bonds.
