The Indian luxury jewellery market has just welcomed a significant new player. Forevermark Diamond Jewellery, a brand from the renowned De Beers Group, has officially launched its operations in the country. This marks a pivotal moment for the brand, which brings over 130 years of diamond expertise to a market with a deep-rooted love for gems and jewellery.
A New Store in the Capital
The brand's India debut was cemented with the opening of its first standalone store. This flagship outlet is strategically located in the upscale South Extension I market in Delhi, a prominent hub that houses several established jewellery brands. The store showcases a diverse collection designed to cater to various consumer needs, featuring pieces intended for both special occasions and, more notably, for everyday wear.
The launch took place over a month ago, signalling a long-term commitment to the Indian consumer. Federica Imperiali, the Director of the Forevermark Design and Innovation Centre based in Milan, was present to mark this important occasion and share insights into the brand's philosophy.
Philosophy: Diamonds for Daily Life
In a conversation, Imperiali elaborated on what sets Forevermark apart in a crowded marketplace. The core idea is a shift in perception. Diamond jewellery is not meant to be locked away in a safe as a heritage piece reserved for milestones. Instead, the brand advocates for jewellery that is worn daily, becoming an integral part of the wearer's personal expression.
"We want to offer pieces that are trendy but also so timeless and comfortable that a customer can wear them even when they are sleeping," Imperiali stated. This focus on comfort and timeless design is central to their appeal, aiming to demystify diamonds and integrate them into the daily rhythm of life.
Catering to the Modern Global Consumer
Imperiali, who has been with the brand for over two decades, has observed a significant evolution in consumer behaviour worldwide. The modern consumer is a global woman who is well-aware of her desires and makes informed choices.
"Today, it's no longer about Indian woman or American woman; it's a world of global woman who knows exactly what she wants—and that is functional jewellery that can work for several occasions," she explained. This has led to a notable rise in self-purchase, where women are no longer waiting for an occasion or a gift from someone else to acquire fine jewellery.
This global perspective, however, is beautifully balanced with local sensitivity. Imperiali expressed a particular fascination with the modern Indian woman's connection to her traditions. "What really fascinates me about the modern Indian woman is how attached they are to traditions even if they don't necessarily follow them. They definitely want to stay close to those traditions in a way that's comfortable to them," she noted.
This insight has directly influenced their designs for the Indian market. As a prime example, Forevermark has reimagined the traditional mangal sutra. The new collection retains the key symbolic elements but presents them in a softer, lighter, and more wearable design for contemporary life.
India as a Muse for Design
India is not just a market for Forevermark; it is a profound source of inspiration. Federica Imperiali draws from both the country's rich past and its dynamic present. Her inspiration goes beyond superficial observations, delving into the history and symbolism of Indian adornment.
She is particularly inspired by the historical functionality of jewellery, such as gemstones worn for protection by archers. A collection based on this concept is currently in the works. Another project draws inspiration from traditional Indian polki jewellery.
"The general idea is not to compete with the traditional style because Indian artisans were, and are, much more skilled than us, but to honour it," Imperiali clarified. The brand's design process remains centred on the natural diamond, with every element crafted to enhance the stone's inherent beauty from both a symbolic and craftsmanship standpoint.
Looking ahead, the brand plans to launch two new collections inspired by traditional Indian jewellery, but reinterpreted for day-to-day wear. This strategy perfectly aligns with their goal of offering trendy, yet timeless pieces that resonate with the lifestyle of today's consumer, seamlessly blending global trends with India's iconic aesthetic.
