The brand campaign spotlights four women who represent contemporary Indian excellence across different fields, and all of them were present at the store launch
Mumbai: Forevermark Diamond Jewellery has just launched its latest brand campaign, ‘My Guiding Light’, coinciding with the opening of its large format flagship store at Khar in Mumbai. With an area of nearly 5000 sq.ft, it is the largest store run by the De Beers Group anywhere in the world.
The brand campaign spotlights four women who represent contemporary Indian excellence across different fields. Olympic medallist Manu Bhaker, actor Diana Penty, designer and entrepreneur Masaba Gupta, and Princess Gauravi Kumari of Jaipur, a social entrepreneur, front the campaign, which is being rolled out through a series of digital stories on Instagram focused on individuality, purpose, and inner confidence.
The store launch event saw the presence of all four campaign faces, alongside Mumbai Indians cricketers Amelia Kerr, Milly Illingworth, and Sajeevan Sajana, adding to the evening’s profile and visibility.
Mumbai Indians cricketers with Shweta Harit (Forevermark) and Sandrine Conseiller (De Beers Group) at the Mumbai store launch
The store launch event saw the presence of all four campaign faces, alongside Mumbai Indians cricketers Amelia Kerr, Milly Illingworth, and Sajeevan Sajana, adding to the evening’s profile and visibility. The Mumbai store builds on the momentum generated by Forevermark’s New Delhi launch and brings the brand’s complete jewellery offering under one roof. From everyday diamond jewellery to statement and high jewellery collections, the flagship is designed to cater to a broad spectrum of consumer occasions while reinforcing Forevermark’s positioning around natural diamonds, provenance, and design integrity.
The store opening also served as the launch platform for the Forevermark Icon Collection. Drawing inspiration from the North Star, the collection is centred on themes of direction, confidence, and clarity, with designs spanning rings, earrings, necklaces, and bracelets that transition between everyday wear and elevated statement pieces.
Commenting on the launch, Sandrine Conseiller, CEO, Brands & Diamond Desirability, 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. As luxury consumption in India becomes more considered and value-driven, Forevermark is well positioned to build relevance through trust, craftsmanship, and enduring desirability.”
Shweta Harit, Senior Vice President, De Beers Group and CEO, Forevermark, added: “Mumbai marks an important next chapter in Forevermark’s India story. Following the encouraging response to our New Delhi store, this flagship reflects the scale of opportunity ahead. As our largest store globally, it brings together our brand vision, retail ambition, and commitment to the Indian consumer. This opening is also a key step toward our longer-term plan of building a network of 100 Forevermark stores in India by 2030.”
Forevermark Diamond Jewellery is the signature diamond jewellery brand from De Beers Group, the world’s leading diamond company. Every Forevermark diamond jewellery creation bears a unique inscription, ensuring authenticity and making each piece deeply personal, while also being responsibly sourced.
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