New Delhi, 25 September 2025: Forevermark Diamond Jewellery from De Beers Group, the world’s leading diamond company, officially launched as a jewellery brand today. India becomes the lead market for the Forevermark brand with a landmark brand debut and flagship store opening in New Delhi. The opening of the flagship New Delhi store marks a significant milestone in Forevermark’s journey of 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 heritage, Forevermark now positions itself as a diamond jewellery brand offering everyday wear jewellery as well as high jewellery occasion wear to celebrate individuality, independence, and self-expression. The new identity is brought to life through contemporary designs, compelling storytelling, and the launch of a 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 film that captures the protagonist exploring her many facets. In a voiceover that feels both intimate and powerful, she 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.” As this narrative unfolds, the brand film introduces visuals that mirror the cut and brilliance of a diamond, symbolising a woman’s multiple facets, clarity and vibrant energy. It closes with Forevermark diamond jewellery set in striking international designs, crafted with the world’s most beautiful diamonds.
You can view the campaign: https://www.youtube.com/watch?v=hDCW54VvR6o
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 new campaign is live across television, print, outdoor, digital, social and PR, creating a 360-degree presence that reaffirms Forevermark’s role as a brand built on beauty, rarity, responsibility and modern design.
Alongside the launch of the brand film, Forevermark Diamond Jewellery also inaugurated its first flagship store at South Extension in New Delhi that brings the brand’s modern design sensibilities and philosophy of quiet luxury to discerning consumers. Complementing the flagship launch, the brand has introduced a refreshed e-commerce channel, offering a seamless digital experience that makes its diamond jewellery collections more accessible to modern buyers who value convenience as much as craftsmanship.
At the same time, Forevermark unveiled its latest collections that showcase contemporary design, exquisite craftsmanship and an international design language tailored for the modern Indian consumer. These collections bring together global sensibilities with local relevance, offering jewellery that is timeless yet modern, elegant yet expressive, created to resonate with the individuality and evolving style of today’s woman. Every Forevermark diamond carries a unique inscription that promises it is beautiful, rare and responsibly sourced, making each piece timeless in design and deeply personal in meaning.