Forevermark, the diamond brand under the De Beers Group, has inaugurated a new exclusive retail store on Boring Canal Road in Patna.
The facility represents the brand’s first standalone presence in the city and focuses specifically on the natural diamond segment.
National award-winning actress and producer Neetu Chandra officially opened the boutique, which is situated within the city’s primary jewellery retail district.
Retail Design and Product Offerings
According to reports from Indian Retailer, the new outlet features a substantial ground-floor retail area and a distinctive stone exterior.
The establishment is currently the only international brand in Patna dedicated exclusively to natural diamonds.
The inventory includes 18 curated collections designed for various consumer needs, ranging from daily wear to bridal and high jewellery sets.
Specific product lines available at the Patna boutique include signature collections such as Icon, Avaanti, and Twogether.
The store also provides access to pieces designed in Italy and maintains a dedicated solitaire lounge. This lounge allows customers to view larger stones, with diamonds on display ranging from 0.5 to 2 carats.
The partnership for this location was formed with local franchisees Aditya and Adarsh Saraf, who noted that the city is seeing an increased demand for finely crafted natural stones.
Strategic Growth and Indian Market Dynamics
The launch in Patna is part of a broader scale-up for the De Beers Group in the Indian subcontinent.
Shweta Harit, Global Senior Vice President at De Beers Group and CEO of Forevermark, stated that the brand’s expansion in Patna is a response to a more design-aware clientele.
As reported by The Economic Times, De Beers intends to reach a total of 25 exclusive stores across India by the conclusion of 2026.
This expansion occurs as India solidifies its position as the second-largest market for natural diamonds globally, trailing only the United States.
Preliminary data for 2025 indicated that demand in the Indian market grew by approximately 11 per cent year-on-year, marking the fourth consecutive year of double-digit growth. De Beers Group has identified tier-2 cities, including Patna, Lucknow, and Jaipur, as the primary drivers for future retail growth.
The company’s long-term strategy aims for a total network of 100 stores by 2030. This plan involves transitioning from a historical shop-in-shop model to more immersive standalone boutiques to better showcase the brand’s focus on ethical sourcing and diamond provenance.
This move is supported by the Origins strategy, which emphasises the rarity and enduring value of natural diamonds over synthetic alternatives.
