Forevermark by De Beers Group opened its largest global flagship in Mumbai on 8 January 2026 — a nearly 5,000 sq. ft. retail anchor designed to accelerate premium natural-diamond demand in India and to catalyse a network of 100 Forevermark stores by 2030.

  • Price: Not disclosed (collection and high-jewellery pricing vary)
  • Carat weight: Range across offerings; high-jewellery pieces available (specific carats vary by design)
  • Origin: Natural, responsibly sourced Forevermark diamonds with unique inscriptions
  • Date: 8 January 2026 — Crest Link, Khar West, Linking Road, Mumbai

Context — An Opening Tuned to 2025–26 Luxury Signals

The Mumbai flagship arrives at a moment when considered luxury and supply‑chain provenance have moved from boutique talking points to commercial drivers. Forevermark’s new store layers traditional vitrines with AI‑led “Mine to Finger” storytelling and immersive activations — a conscious pairing of tactile craftsmanship (the vitreous luster of hand‑set diamonds, the substantial heft of high‑jewellery rings) with digital persuasion. That mix reflects three 2025 trends that will shape 2026: heightened sustainability scrutiny, the premium resilience of natural diamonds versus lab‑grown alternatives, and demand for sculptural, wearable design languages that read as both everyday and investment-grade.

What the Store Offers

Situated on Linking Road in Khar West, the nearly 5,000 sq. ft. flagship is presented as an experience-led environment: softly lit cabinets, hand‑assembled displays and interactive installations showcasing the new Icon Collection — a line framed around the North Star motif and positioned for everyday wear through to statement pieces. The opening night married curated performances and a fashion showcase with branded photo moments and tarot‑style storytelling, underlining the brand’s push for emotionally resonant retail theatre.

Every Forevermark diamond in the store carries the brand’s inscription — a persistent signal of provenance intended to translate into trust and price premium. The launch sits alongside a celebrity and creator campaign, ‘My Guiding Light,’ featuring Manu Bhaker, Diana Penty, Masaba Gupta and Princess Gauravi Kumari — a marketing choice that trades spectacle for credible cultural association in India’s premium strata.

Why This Matters to US Retailers and Investors

For US retailers, the opening is a case study in activating premium natural‑diamond desirability in a growth market. Key takeaways:

  • Demand signal: De Beers’ commitment — its largest store worldwide — underlines confidence in premium natural diamonds as a growth category in emerging high‑value markets.
  • Provenance premium: Inscription and responsible‑sourcing narratives are being monetised. Expect price resilience where provenance is verifiable and communicated clearly.
  • Experience strategy: The blend of tactile luxury (hand‑finished settings, polished pavé) with AI storytelling raises the bar for in‑store conversion metrics and dwell time.
  • Competitive landscape: The move pressures lab‑grown players to sharpen value propositions or pivot to design- or price-led segments rather than provenance claims.

Investors tracking retail real estate should note the selection of Linking Road — a high footfall, stylistically diverse corridor — as evidence that luxury brands are prioritising accessible prestige over gated enclaves. For distributors and independents in the US, collaborations on selective capsule drops or supply agreements that emphasise traceability and inscription could find receptive demand among diaspora and aspirational buyers.

Looking Ahead

Forevermark’s stated ambition to open 100 stores in India by 2030 reframes the Mumbai flagship as both a marketing flagship and a commercial template. The immediate commercial test will be whether the store converts experiential currency into repeat purchase behaviour and higher average ticket sizes across everyday and high‑jewellery tiers. In a market sensitive to both craftsmanship and story, Forevermark’s investment — from the substantial retail footprint to the celebrity‑anchored campaign — is a clear play for long‑term brand equity and price premium.

For more information, the brand maintains consumer and trade channels at www.in.forevermark.com and on Instagram at @forevermarkbydebeers.

Image Referance: https://www.debeersgroup.com/news-insights/business-market/2026/news%20story%20details