Everyday Diamond Wear Gains Ground in India, Says De Beers
De Beers Group highlights growing adoption of natural diamonds as daily wear in India on World Diamond Day, driven by self-purchase trends and increasing demand across Tier 2 and Tier 3 markets.
De Beers Group partners with Suryakumar Yadav for brand association
De Beers Group announced an association with cricketer Suryakumar Yadav on April 6, 2026, positioning natural diamonds alongside themes of resilience, time, and individuality to strengthen consumer connect in India.
Forevermark Diamond Jewellery Opens Store in Patna
Forevermark Diamond Jewellery opened a new store in Patna on April 6, 2026, with Neetu Chandra inaugurating the outlet to strengthen regional presence and meet rising demand.
De Beers Expands ‘Love, From Dad’ Campaign with INDRA Retail Network Growth
De Beers Group advances its ‘Love, From Dad’ campaign in April 2026, expanding the INDRA retailer network across India to drive in-store activation, natural diamond demand and consumer engagement.
De Beers Releases Great Indian Diamond Archive Featuring 12 Historic Stones
De Beers launched The Great Indian Diamond Archive on March 31 in New Delhi, documenting 12 historic diamonds of Indian origin to highlight India’s early role in global diamond mining history.
Shivam Jewels Selected as De Beers DTC Sightholder
Shivam Jewels, a Surat-based diamond manufacturer, has been appointed a De Beers DTC Sightholder in March 2026, marking a rare addition to the list and strengthening India’s presence in primary rough supply.
De Beers, Sotheby’s Present 28.88-ct Jwaneng Diamond Ahead of Hong Kong Sale
De Beers and Sotheby’s unveiled a 28.88-carat Type IIa diamond from Jwaneng, set for Hong Kong auction, underscoring rarity, provenance and sustained demand for high-value natural diamonds in Asia.
De Beers Marks 100 Years with ‘A Diamond Is Forever’ Retrospective Book
De Beers launches a centenary book tracing its diamond marketing evolution since the 1930s, highlighting the 1947 slogan’s global impact on consumer behaviour, retail demand, and shifting jewellery preferences across markets including India.
Forevermark Opens First Store in Chandigarh at Nexus Elante Mall
Forevermark Diamond Jewellery from De Beers Group opens its first Chandigarh store at Nexus Elante Mall on March 20, 2026 with Vismay Jewels partnership, targeting the city’s growing luxury market.
HRD Antwerp Hosts Indo-Belgian Diamond Forum in New Delhi
HRD Antwerp convened 330 industry leaders, policymakers and retailers at the Indo-Belgian Diamond Forum in New Delhi, highlighting trade cooperation, transparency and the strategic partnership between India and Belgium.
De Beers Group Partners with Cricketer Abhishek Sharma to Promote Natural Diamonds in India
De Beers Group has partnered with Indian cricketer Abhishek Sharma, announced in Bengaluru on March 10, 2026, to promote natural diamonds in India by linking the category with personal achievement and identity.
Forevermark Diamond Jewellery Featured at London Fashion Week Presentation
Forevermark Diamond Jewellery partnered Raw Mango’s Fall Winter 2026 show at London Fashion Week, London, on February 23, 2026, supporting natural diamond promotion through international fashion industry collaboration and visibility.
De Beers Showcases ‘Voyage Through the Diamond Realm’ at India Art Fair 2026
De Beers presented “Voyage Through the Diamond Realm” at India Art Fair 2026 in New Delhi on 6 February, collaborating with Lakshmi Madhavan to explore diamonds’ geological origins and material heritage.
De Beers Debuts at India Art Fair 2026 with Diamond Exhibition
De Beers will present Voyage Through the Diamond Realm at India Art Fair 2026 in New Delhi from February 5–8, marking its India debut to position natural diamonds within art and culture.
De Beers is investing more in natural diamond marketing than it has in over a decade: David Johnson, De Beers Group
In order to meet the challenges of the diamond industry head on, De Beers has devised a multi-pronged strategy – the major steps include upping investment in marketing, participating in the Luanda Accord, developing a range of category campaigns, collaborating with key retail partners to grow demand, and investing in branded marketing programmes for its own retail businesses, says David Johnson, VP, Global External Communications, De Beers Group, in a conversation with Suneeta Kaul.
