He highlighted how the brand has re-emphasized product, price points, expansion and communication in the last 100 days
Mumbai: Forevermark Diamond Jewellery by De Beers Group is sharpening its growth direction in India through a combination of retail expansion, consumer insights and omni-channel integration. At a recent roundtable led by Mallikarjuna Reddy Yarabolu, Managing Director, Forevermark India, the brand outlined how it is aligning product, experience and technology to build a scalable, consumer-led business.
The discussion focused on how Forevermark is strengthening demand in the diamond jewellery segment through a sharper understanding of consumer behaviour. The brand is studying evolving preferences and responding through product design and overall experience to remain relevant to current buying intent. “We meet across various platforms to understand consumer needs and the challenges we face. Most situations are solved together, but what remains pivotal is a high-quality product and consumer experience,” stated Mallikarjuna Reddy Yarabolu, Managing Director, Forevermark India. “This underlines the brand’s focus on insight-led decision-making while maintaining consistency in its offering.”
A key part of Forevermark’s strategy lies in its product philosophy. With less than 1% of diamonds meeting the brand standards, the emphasis remains on enhancing sourcing, grading and manufacturing standards. This framework supports trust, which continues to influence purchase decisions in the category. By ensuring quality control at each stage, the brand reinforces its positioning in a market where authenticity remains central.
Alongside product, the brand is investing in retail formats and expansion. Standardized store formats and location-specific assortments are being deployed to address varied regional demand. The strategy extends beyond metro markets, with a focus on building access in emerging cities, supported by data-led inventory and replenishment systems.
Yarabolu said, “In the last 100 days, we have re-emphasised product, price points, expansion and communication. We will continue to build on this as the business progresses.” This reflects a structured approach to long-term growth, with alignment across business functions.
Yarabolu also said Forevermark is working towards a seamless experience that connects physical and digital touchpoints, spanning social platforms, messaging channels and in-store interactions for effective omni-channel retail.
“Experience is not just physical. It has to be online as well. We are focusing on being present where the consumer is, and ensuring the content is right so that commerce can follow,” he noted. This signals a shift towards content-led engagement, where relevance drives conversion.
The integration of digital tools such as virtual try-ons and configurators is also being explored, as the brand looks to reduce friction in the purchase journey and enable consumers to engage with products across formats before entering stores, he said.
On the marketing front, the brand is strengthening engagement through experience-led retail and focused story-telling, with digital platforms contributing to both discovery and conversion, noted Yarabolu.
This momentum comes as India emerges as the world’s second-largest diamond jewellery market, accounting for around 12% of global demand, surpassing China and Japan in sales value. Growth is being driven by rising incomes, increased participation from Gen Z and millennial consumers, and a preference for natural diamonds.
The brand is preparing for the Akshaya Tritiya season, with initiatives aimed at strengthening consumer connect. Purchases above Rs 3,00,000 will earn customers an exclusive gold diamond coin crafted for the occasion by Forevermark.
Today, Forevermark Diamond Jewellery operates eight stores across India, supported by smaller-format outlets designed for efficiency and local relevance. Two flagship stores in Mumbai and New Delhi anchor its presence, enabling the broader network to offer curated, market-specific collections. Part of the De Beers Group, Forevermark Diamond Jewellery draws on more than 135 years of expertise in the diamond industry.
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