Forevermark Diamond Jewellery has officially opened its flagship store in Mumbai, which is also De Beers Group’s largest store worldwide.

Occupying nearly 5,000 square feet, the boutique in Crest Link, Khar West underscores Forevermark’s long-term commitment to the Indian luxury market.

The brand also launched the new Forevermark Icon Collection. Inspired by the North Star, it features versatile everyday designs, striking statement pieces and iconic designs.

The collection is supported by Forevermark’s ‘My Guiding Light’ campaign, featuring four influential Indian women – Manu Bhaker, Diana Penty, Masaba Gupta, and Princess Gauravi Kumari – who embody modern excellence and individuality.

Noting that luxury consumption in India is becoming more considered and value-driven, Sandrine Conseiller, CEO of Brands & Diamond Desirability at De Beers Group, said, "India is central to the future of the natural diamond category. The opening of our largest Forevermark store in Mumbai reflects both the strength of consumer response we are seeing and our long-term confidence in the market."

De Beers Group Senior Vice President and Forevermark CEO Shweta Harit added that the opening is “a key step towards our longer-term plan of building a network of 100 Forevermark stores in India by 2030.”