De Beers first launched Forevermark in 2008 in Hong Kong, China and Japan in an attempt to further penetrate the diamond retail market by allowing jewelry retailers and diamantaires to partner with the brand. In India, the brand was launched in the southern city of Bengaluru in January 2011, and since that time it has expanded into several cities across the country.
“We are now present in about 85 doors across India. Our plan is to be in around 130 doors by the end of 2013,” Sachin Jain, the managing director of Forevermark India, told Rapaport News.
Jain stated that there is a consumer buying shift underway as the gold prices have increased so much over the past few years. “There is a clear shift from buying only gold products to diamond products as well,” he noted.
Forevermark on Friday announced its partnership with Mumbai-based Kundan Jewellers. “We are glad to associate with Kundan Jewellers in Mumbai as they share a mutual passion for diamonds and understand the intricacies of craftsmanship at the very core of the Forevermark Promise,” Jain said.
Nitin Punamiya, the director of Kundan Jewellers, stated that this association will give its consumers access to unique Forvermark diamonds in iconic designs and settings. Kundan Jewellers also offers brands such as ORO Platinum, Kama Love Bands and Ishtaa to its consumers.
Actress Suhasi Dhami unveiled Forevermark Encordia collection on the occasion. The collection comprised of exquisite jewelry pieces with contemporary designs in rings, bracelets, pendants and earrings.