Forevermark Diamond Jewellery opened De Beers Group’s largest flagship in Mumbai, a nearly 5,000 sq. ft. flagship that marks a deliberate retail expansion and a strategic bet on rising premium demand for natural diamonds across India and beyond.
- Price: Not disclosed
- Carat weight: Varies — pieces span melee to high-jewellery carats
- Origin: Natural, responsibly sourced Forevermark diamonds (inscribed)
- Date: Jan. 9, 2026
The Crest Link store at Linking Road, Khar West, opened with an evening that combined staged fashion presentations, live music and immersive installations — including AI-enhanced “Mine to Finger” storytelling — to introduce the new ICON Collection. Designed around the North Star motif, ICON presents versatile everyday styles alongside statement and high-jewellery pieces, each finished to a vitreous luster and, where applicable, bearing Forevermark’s micro-inscription as a provenance cue.
Context: continuation of 2025 luxury retail trends
Forevermark’s Mumbai flagship is a concentrated example of several currents that defined 2025 and are shaping 2026: the premiumisation of natural diamonds, heightened scrutiny of supply chains, and the move from transactional windows to curated experiences. Retailers are pairing physical scale with sensory programming — installations you can touch, pieces with substantial heft that read as investment-grade, and digital overlays that map origin and impact. At the same time, lab-grown diamonds continue to shape entry-level pricing, forcing natural-diamond houses like De Beers to sharpen messages around rarity, responsible sourcing and unique identifiers.
The brand’s public-facing campaign, “My Guiding Light,” enlists four prominent Indian figures — Manu Bhaker, Diana Penty, Masaba Gupta and Princess Gauravi Kumari — to articulate confidence and direction as design and narrative drivers rather than mere adornment. That choice underscores a broader 2025 shift: jewellery is presented as personal capital with traceable provenance, not simply a fashion accessory.
Impact for US retailers and investors
For US retail buyers and investors, the opening is a useful market indicator rather than a prescriptive playbook. Key takeaways:
- Brand-led premium demand: De Beers is doubling down on the premium natural-diamond segment. Expect continued resilience in pricing for well-graded, responsibly sourced stones with confirmed provenance.
- Inventory strategy: Stock assortments that offer both wearable, lower-carat styles and scarce, higher-carat pieces with hand-polished facets and reassuring inscription or certification — consumers are buying narratives as much as carats.
- Experience-first retail: Replicate modest versions of immersive programming — tactile displays, provenance kiosks and curated events — to justify higher selling prices and shorten the path-to-purchase.
- Capital allocation: Physical retail remains a costly but visible marketing channel. Investors should weigh flagship openings as brand-building exercises that can lift wholesale demand and margins, while monitoring store-portfolio economics closely.
Forevermark’s plan to reach 100 stores in India by 2030 signals an aggressive roll-out that will affect regional supply chains and wholesale channels. For US stakeholders, the watch points are price spread between natural and lab-grown diamonds, the effectiveness of provenance storytelling in driving margin, and the durability of footfall in experience-led spaces.
Practical details: the store is at Plot No. 393, Crest Link, 002–102, Linking Road, Khar West, Mumbai 400052. More at www.in.forevermark.com and @forevermarkbydebeers.
Photo: https://mma.prnewswire.com/media/2858051/FM_Mumbai_Launch.jpg
— Reporting by Jewellers News’ Luxury Desk. Source: PRNewswire / PTI.
Image Referance: https://www.tribuneindia.com/news/business/forevermark-diamond-jewellery-celebrates-the-grand-opening-of-de-beers-groups-largest-flagship-store-in-mumbai/