Forevermark resurfaces July 2025 opening of first South India store at Bengaluru's Phoenix Mall of Asia
De Beers Group's diamond jewellery brand debuted in South India with an interactive Endless Aisle format at Phoenix Mall of Asia, per a resurfacing of the July 2025 move. At the time, Forevermark had reached 8 stores and was targeting 20 India stores by year-end following its September 2025 retail launch.
What happened
Forevermark, De Beers Group's diamond jewellery brand, opened its first South India store at Bengaluru's Phoenix Mall of Asia, featuring an interactive Endless
Key facts
- 8 stores
- 20 stores by year end
- INR 50,000 voucher
- INR 3,00,000 purchase
- 10 monthly instalments
- 5% gold exchange value
Why this matters
Forevermark's first South India entry via Bengaluru marks a deliberate regional expansion beachhead worth tracking for partnership, mall tie-up, or competitive-response opportunities.
What to watch
- Store count updates through Q4 (progress vs 20-store target)
- Natural vs lab-grown diamond price spread and De Beers pricing commentary
- Same-store footfall and conversion at Phoenix Mall of Asia debut
- Competitor (Tanishq, De Beers rivals) diamond-format expansion announcements
- Mall developer partnership deals signaling secured pipeline
- Sign additional mall leases in Chennai, Hyderabad, Coimbatore to complete South India footprint
- Scale Endless Aisle omnichannel tech to reduce inventory carry across new stores
- Launch localized marketing tying natural-diamond provenance to counter lab-grown competition
- Recruit and train store staff for premium consultative selling in tier-1 and tier-2 metros