Forevermark Diamond Jewellery opened the De Beers Group’s largest flagship store in Mumbai on January 8, 2026, marking a key development in the brand’s India retail expansion. The store is located at Crest Link, Khar West, on Linking Road.

Spanning nearly 5,000 sq. ft., the Mumbai flagship is the largest Forevermark store globally. According to the company, the opening reflects its long-term focus on the Indian market and increasing consumer demand for branded natural diamond jewellery.

The launch was marked by an in-store evening event attended by industry stakeholders, public figures, and brand representatives. The programme included a fashion showcase, live performances, and digital installations highlighting the brand’s Mine to Finger journey, alongside displays of its latest collection.

At the event, Forevermark introduced the Icon Collection, inspired by the North Star. The range includes rings, earrings, necklaces, and bracelets across everyday, statement, and high jewellery categories.

The store opening coincides with the rollout of Forevermark’s new campaign, titled My Guiding Light. The campaign features Manu Bhaker, Diana Penty, Masaba Gupta, and Princess Gauravi Kumari of Jaipur, with digital content released on Instagram. All four were present at the launch event. Mumbai Indians cricketers Amelia Kerr, Milly Illingworth, and Sajeevan Sajana also attended.

Commenting on the opening, Sandrine Conseiller, CEO, Brands & Diamond Desirability, De Beers Group, said, “India is central to the future of the natural diamond category.” She added that the Mumbai store reflects long-term confidence in the market.

Shweta Harit, Senior Vice President, De Beers Group and CEO, Forevermark, said the Mumbai flagship is a step toward the company’s plan to establish 100 Forevermark stores in India by 2030.