Forevermark by De Beers targets 100 India stores, $100M business in four years
The De Beers jewellery brand opened its first standalone store at Bengaluru's Phoenix Mall of Asia, shifting from shop-in-shop to owned luxury retail. From 8 stores today, it aims for 20 by end-2025 and 100 within four years, betting on India as the second-largest natural-diamond market.
What happened
Forevermark Diamond Jewellery by De Beers · Forevermark by De Beers opened its first standalone store in Bengaluru and targets 100 India stores and $100 million
Key facts
- 100 stores in 4 years
- $100 million business target
- 8 current stores
- 20 stores by end 2025
- $10 million India business this year
- second-largest natural diamond market
Why this matters
De Beers going direct-to-consumer in India creates partnership and prime-mall real-estate opportunities while raising competitive pressure on incumbent branded and lab-grown diamond retailers.
What to watch
- Store count trajectory vs 20-by-end-2025 checkpoint
- Lab-grown diamond price index and retail share in India
- Same-store sales and average transaction value disclosures
- Competitor responses from Tanishq, Malabar, CaratLane, local luxury players
- De Beers global rough-diamond pricing and inventory signals
- Mall real estate rents and luxury-retail vacancy in tier-1 metros
- Secure anchor locations in top-tier malls (Phoenix, DLF, Nexus) in Mumbai, Delhi-NCR, Hyderabad
- Ramp natural-vs-lab-grown 'rarity' marketing campaign to protect price premium
- Sign franchise/JV partners for tier-2 city penetration to hit store-count velocity
- Expand product range toward bridal and gifting segments tuned to Indian tastes
- Build omnichannel/CRM to lift repeat purchase and average ticket size