From launching its largest global flagship in Bandra, Mumbai, to targeting 20 stores by 2026, Forevermark is rapidly strengthening its presence across India. At the same time, the brand is refining its partner ecosystem, introducing entry-level diamond offerings for Gen Z, and leveraging digital-first experiences to create a seamless consumer journey. With a clear emphasis on trust, transparency, and the enduring value of natural diamonds, Forevermark is positioning itself as a modern luxury powerhouse in a transforming market, explains Mallikarjuna Reddy Yarabolu, Managing Director, Forevermark, De Beers India.

Q: Forevermark is rapidly expanding its footprint across India. How are you evolving your retailer partnership model to maintain brand consistency during this growth?

A: Our focus is on building a very strong partner ecosystem. India is a retail-centric market, and we are fortunate to work with some of the best retail-centric partners to expand our network. For us, it is critical that the consumer experience is seamless; whether consumers walk into a company-owned store, or a franchise-led store, they should not — and ideally will not — notice a difference. We achieve this through clear Standard Operating Procedures (SOPs), and a disciplined focus on retail fundamentals, ensuring that every store operates as a center of excellence.

Q: From a product perspective, what design trends are currently resonating most with Indian consumers?

A: We see a clear shift toward versatility and minimalism. Today’s woman wants jewellery that transitions with her; for example, wearing a choker in an athleisure space, and then pairing that same piece with western wear. In response, our designs are moving toward being timeless yet relevant for daily wear.

There is also a powerful emotional preference for natural diamonds. Consumers recognize that natural diamonds, formed over millions of years, carry a radiance and authenticity that resonates deeply with Indian cultural values.

Q: You have spoken passionately about recruiting younger buyers. From a design perspective, how is Forevermark tailoring its collections to bring this new generation into the diamond ecosystem?

A: Our approach is to evolve a design language that feels contemporary and fresh, thoughtfully reinterpreting jewellery for today’s inquisitive consumer. We are focusing on versatile, timeless, and minimalistic pieces that transition effortlessly across different attires. For example, we want a consumer to feel comfortable wearing a choker in an athleisure setting and then seamlessly styling the same piece with western wear. By prioritizing daily-wear aesthetics and meaningful, story-led designs, we ensure that natural diamonds become a relevant part of everyday expression and a true reflection of personal authenticity.

Q: With 68% of consumers active online today, how central is the omnichannel strategy to Forevermark’s future?

A: It is absolutely critical. We must be relevant on the platforms where our consumers live, whether it is  Instagram, Facebook, or Snapchat. But for us, content has to be right; the commerce will follow. We use technology like the "endless aisle" concept — 55-inch screens in-store that allow customers to browse our entire digital inventory. The goal is an elevated, seamless experience from the moment they see our ads or website, to the moment they walk into our physical retail space.

Q: In a market as diverse as India, how do you build lasting trust, and ensure consumers feel confident in their purchase across different regions?

A: Trust and transparency are not  just nice-to-haves — they are must-haves. We approach this by being very clear about our category: we concentrate strictly on the natural diamond part of the business, because its purity and vibrance are authentic. We also respect the fact that India is value-conscious at every level; so we have segmented our offerings across six different price points to meet the needs of everyone -- from the value-seeker to the premium client. By staying disciplined in our execution, and transparent in our communication, we ensure that the brand remains a symbol of integrity.