Forevermark Diamond Jewellery is strengthening its retail and operational strategy ahead of Akshaya Tritiya, a key buying period for the Indian jewellery trade.

The brand, launched last year for modern Indian consumers, has recorded growth driven by store expansion and changes across merchandising, marketing, and digital operations.

Under the leadership of Mallikarjuna Reddy Yarabolu, Managing Director, Forevermark, De Beers India Pvt. Ltd., the company has expanded its national presence. Earlier this year, it opened De Beers Group’s largest global flagship store in Mumbai.

The brand has also entered emerging luxury markets such as Chandigarh and Patna, extending its reach beyond metro cities. Forevermark currently operates eight stores across India, supported by smaller-format outlets focused on localised assortments. Two flagship stores anchor the network.

In recent months, the company has implemented changes across merchandising, operations, and omni-channel platforms aimed at improving retail efficiency and scalability.

Forevermark has introduced standardised store formats of 800 sq. ft. and 1500 sq. ft. and implemented a six-tier pricing structure. These measures are aimed at improving product availability and catering to both value-driven and premium consumers.

On the marketing front, the brand has focused on experience-led retail and storytelling, supported by digital initiatives that are contributing to engagement and conversions.

Commenting on market trends, Reddy said, “Akshaya Tritiya remains a deeply significant occasion for Indian consumers, symbolizing prosperity, new beginnings, and meaningful bonds. Today, diamond purchases are increasingly driven by intent, emotional value, and a desire for authenticity.”

He added, “Consumers are choosing natural diamonds to celebrate personal milestones, values that align closely with Forevermark’s commitment to transparency, integrity, and responsible sourcing.”

India has emerged as the second-largest diamond jewellery market globally, accounting for 12% of demand, supported by rising incomes and increasing adoption among younger consumers.