Forevermark Diamond Jewellery marks the grand inauguration of De Beers Group’s largest flagship store in Mumbai
Forevermark Diamond Jewellery reached a significant milestone in its India journey with the inauguration of De Beers Group’s largest-ever flagship store in Mumbai. Situated at Crest Link, Khar West, along the iconic Linking Road, the expansive 5,000 sq. ft. boutique underscores the brand’s enduring commitment to Indian consumers who value purposeful, design-driven luxury.
The landmark opening was celebrated with an exclusive soirée that brought together Mumbai’s leading tastemakers, jewellery aficionados, creative influencers, socialites, celebrities, and prominent content creators. Hosted within the flagship store, the evening offered guests an immersive introduction to the Forevermark world, featuring a fashion showcase and curated experiences that seamlessly fused fine craftsmanship with contemporary aesthetics.
The celebration featured captivating live music performances and a striking fashion presentation, alongside interactive installations and AI-enabled storytelling that traced the Mine to Finger journey. Branded photo moments, innovative tarot experiences, and showcases of the latest collection added to the ambience of refined luxury and timeless sophistication. Guests explored the brand’s complete portfolio, ranging from elegant everyday diamond jewellery to bold statement pieces and exquisite high jewellery, all crafted to mark life’s most meaningful moments.
Each Forevermark Diamond Jewellery creation is made from exceptionally rare, responsibly sourced natural diamonds, individually inscribed as a mark of authenticity, integrity, and superior quality. This ethos was further highlighted with the launch of the new Forevermark Icon Collection, inspired by the North Star—a symbol of clarity, direction, and confidence. The collection features versatile everyday designs, impactful statement pieces, and signature styles across rings, earrings, necklaces, and bracelets.
The collection launch was accompanied by Forevermark’s latest campaign, ‘My Guiding Light’, which celebrates four inspiring women who exemplify contemporary Indian excellence across diverse fields. Olympic double medallist and professional shooter Manu Bhaker, actor Diana Penty, designer-entrepreneur Masaba Gupta, and social entrepreneur Princess Gauravi Kumari of Jaipur share personal stories through digital films on Instagram, reflecting individuality, strength, and purpose. Together, they embody the belief that true confidence and direction come from within, perfectly aligning with the spirit of the Icon Collection.
All four campaign icons were present at the launch event, adding glamour and gravitas to the evening and reinforcing the store’s status as a landmark in Mumbai’s luxury retail landscape. The occasion was further enriched by the presence of Mumbai Indian cricketers Amelia Kerr, Milly Illingworth, and Sajeevan Sajana, whose journeys of resilience, precision, and perseverance mirror the enduring strength of natural diamonds.
Commenting on the launch, Sandrine Conseiller, CEO, Brands & Diamond Desirability, De Beers Group, said that India plays a pivotal role in the future of the natural diamond category. She noted that the opening of the largest Forevermark store in Mumbai reflects strong consumer demand and the Group’s long-term confidence in the Indian market, as luxury consumption becomes increasingly thoughtful and value-driven.
Shweta Harit, Senior Vice President, De Beers Group and CEO of Forevermark, added that the Mumbai flagship represents a new chapter in Forevermark’s growth in India. Building on the positive response to the New Delhi store, she highlighted that this global flagship brings together the brand’s vision, retail ambition, and commitment to Indian consumers, while marking an important step toward Forevermark’s goal of establishing 100 stores across India by 2030.
The Mumbai flagship seamlessly blends Forevermark’s contemporary international design language with local sensibilities. Designed as an immersive retail destination, the store showcases everyday diamond jewellery, statement and high jewellery, and iconic designs in a refined environment that reflects the brand’s dedication to experience-led, thoughtful luxury.