Diamond miner De Beers Group has opened a flagship store of its Forevermark Diamond Jewellery brand in Mumbai, India.

The 5 000-square foot store is located at Crest Link, Khar West, in the heart of Linking Road, and reflects the brand’s long-term commitment to Indian consumers seeking meaningful, design-led luxury products.

De Beers launched the store with celebrations that brought together some of Mumbai and India’s most influential tastemakers, jewellery connoisseurs, creative voices, socialites, celebrities and leading creators.

Guests explored interactive installations and AI integrations around the “Mine to Finger” journey, from refined everyday diamond jewellery to statement and high-end jewellery pieces.

De Beers says every Forevermark piece is crafted from rare and responsibly-sourced diamonds, each bearing a unique inscription, a promise of authenticity, integrity and exceptional quality.

The flagship store is also showcasing the all-new Forevermark Icon Collection, which is inspired by the North Star as a symbol of clarity, direction and confidence. The range features versatile everyday diamond jewellery stiles, striking statement pieces and iconic designs across rings, earrings, necklaces and bracelets.

Moreover, Forevermark has launched a campaign called “My Guiding Light” that celebrates four women who represent modern Indian excellence across diverse fields, including sport, film, fashion and business. “Together they reflect the belief that confidence and direction come from within, perfectly aligning with the spirit of the Icon Collection,” De Beers states.

De Beers brands and diamond desirability CEO Sandrine Conseiller says India is central to the future of the natural diamond category and that the opening of the largest Forevermark store globally, in Mumbai, reflects both the strength of consumer response De Beers is seeing and the company’s long-term confidence in the market.

“As luxury consumption in India becomes more considered and value-driven, Forevermark is well positioned to build relevance through trust, craftsmanship and enduring desirability,” she adds.

De Beers senior VP and Forevermark CEO Shweta Harit comments that Mumbai marks an important next chapter in Forevermark’s India story. “Following the encouraging response to our New Delhi store, this flagship reflects the scale of opportunity ahead.”

De Beers has a longer-term target of building a network of 100 Forevermark stores in India by 2030.