Forevermark's New Retail Approach for India
January 11, 26
(IDEX Online) - De Beers has opened its largest global Forevermark store in Mumbai, and aims to open another 25 in major Indian cities by the end of 2026.
Global Forevermark stores are a new retail approach being tested exclusively in India - standalone, company-operated outlets, rather than shop-in-shops or third-party partnerships.
The first global Forevermark store opened last September in New Delhi. The new Mumbai store, which opened on 8 January, is the fifth and the largest so far, at 5,000sq ft. And De Beers plans to have 100 global Forevermark stores across India by 2030.
The expansion targets India's surging affluent class, where demand for natural diamonds has grown in double digits annually for four years, driven by weddings, festivals, and a millionaire population now rivaling China's.
It marks a change of direction from the shop-in-shop model that Forevermark has adopted since it arrived in India in 2011. That has now been discontinued.
The flagship Forevermark store in Mumbai occupies a prime high-street spot at Crest Link in upscale Khar West on Linking Road, with private VIP salons, immersive digital displays on ethical sourcing, and interactive installations.
Pic shows the new Forevermark store in Mumbai.