New Delhi: Forevermark Diamond Jewellery from De Beers Group, the world’s leading diamond company, has officially launched as a jewellery brand in India. The country will serve as the lead market for the brand with a landmark debut and the opening of its first flagship store in New Delhi. This milestone underscores Forevermark’s commitment to bringing its global perspective, modern design sensibilities, and philosophy of discreet luxury to discerning natural diamond consumers.
Anchored in De Beers Group’s 135-year legacy, Forevermark now positions itself as a diamond jewellery brand offering both everyday wear and high jewellery occasion wear. The repositioning celebrates individuality, independence, and self-expression, brought to life through contemporary designs, compelling storytelling, and the launch of its bold new campaign — “This One’s For Me”.
The campaign reflects a woman’s many facets, encouraging her to see diamonds not only as adornment but as companions in her evolving journey. At the heart of the campaign is a cinematic brand film, where the protagonist questions the perceptions others have of her: “So you think you know me? …Is that all that’s visible of me? Let’s turn the facet, shift the perspective slightly… others see what they see, but this one’s for me.” The film mirrors the cut and brilliance of a diamond, symbolising a woman’s multiple facets, clarity, and vibrant energy, closing with Forevermark jewellery set in striking international designs crafted with the world’s most beautiful diamonds.
Speaking about the repositioning, Shweta Harit, Global Senior Vice President at De Beers Group and CEO of Forevermark, said, “’This One’s For Me’ is more than a campaign — it is the new voice of Forevermark Diamond Jewellery, inspired by women who recognise that their journey is uniquely their own and constantly evolving. Our consumer research in India reveals that today’s woman seeks validation first from herself, choosing jewellery that reflects her individuality and accompanies her through life’s many chapters. Like a natural diamond, she is rare, brilliant, and has many aspects — with each facet telling part of her story. Forevermark jewellery is designed to honour that spirit: a meaningful companion that celebrates her choices, her growth, and her authenticity. With this new chapter, we invite women to choose Forevermark not only for the beauty and rarity of our diamonds, but for the deeper meaning and authenticity they bring to her life.”
The campaign is now live across television, print, outdoor, digital, social, and PR channels, creating a 360-degree presence that reaffirms Forevermark’s role as a brand built on beauty, rarity, responsibility, and modern design.
Alongside the brand film launch, Forevermark inaugurated its flagship store at South Extension in New Delhi, embodying the brand’s design philosophy of modern yet discreet luxury. Complementing this is a refreshed e-commerce platform, offering a seamless digital experience for contemporary consumers who value both convenience and craftsmanship.
Additionally, Forevermark introduced its latest collections, combining contemporary design, exquisite craftsmanship, and an international design language tailored to the modern Indian buyer. Each piece reflects the brand’s ethos of timeless yet expressive jewellery, created to resonate with individuality and evolving style. Every Forevermark diamond carries a unique inscription, guaranteeing that it is beautiful, rare, and responsibly sourced — making each creation not just jewellery, but a deeply personal companion.
