De Beers Group announced two initiatives to strengthen the appeal of natural diamonds in India at an event held at Jaipur’s City Palace on October 9, 2026. His Highness Sawai Padmanabh Singh of Jaipur was introduced as the group’s advocate for natural diamonds in India, while Forevermark Diamond Jewellery unveiled Princess Gauravi Kumari as the face of its festive campaign.

The announcements form part of De Beers’ efforts to strengthen the desirability of natural diamonds and build their relevance among younger Indian consumers.

Sawai Padmanabh Singh will represent the natural diamond narrative by connecting the gemstone’s natural origin, rarity and authenticity with changing consumer preferences. The initiative draws on Jaipur’s association with jewellery, gemstones and craftsmanship.

“ A natural diamond carries that same sense of continuity. It is shaped by nature over an extraordinary period of time, and its value lies not only in its beauty, but in the rarity and authenticity that make it truly timeless,” said Sawai Padmanabh Singh.

The event also marked the first anniversary of Forevermark Diamond Jewellery in India. The brand’s festive campaign featuring Princess Gauravi Kumari focuses on contemporary jewellery designs using natural diamonds and their role in festive dressing and individual expression.

Shweta Harit, Senior Vice President, De Beers Group and CEO, Forevermark, said the association with the Jaipur royal family would help deepen the cultural and emotional relevance of natural diamonds in India.

Forevermark currently operates 10 stores across the country and plans to expand its presence as it enters its second year in the market. The brand aims to broaden the occasions for diamond jewellery purchases and connect with consumers seeking personalised designs.

The Jaipur event featured the unveiling of campaign films and a fashion show showcasing Forevermark jewellery alongside contemporary festive looks.