Announcement Overview
On October 16, 2026, De Beers hosted a landmark event at Jaipur’s City Palace, bringing together heritage, contemporary culture and diamond jewellery to mark two new chapters for natural diamonds in India.
Advocate Appointment
De Beers announced His Highness Sawai Padmanabh Singh of Jaipur as the Group’s advocate for natural diamonds in India. In this role, Singh will convey the natural diamond story to a new cultural conversation, linking the gem’s rarity and provenance with younger generations. He stated, “Legacy is not simply about preserving the past; it is about understanding where you come from and making that heritage relevant for the future… I look forward to this association with De Beers as the advocate of the gemstone.” Senior Vice President and CEO of Forevermark, Shweta Harit, highlighted India’s historic relationship with diamonds and the opportunity to deepen emotional and cultural relevance through Singh’s cultural connection.
Forevermark Festive Campaign
Celebrating its first anniversary in India, Forevermark Diamond Jewellery unveiled Princess Gauravi Kumari of Jaipur as the face of its festive campaign. The campaign showcases contemporary designs crafted with rare, responsibly sourced natural diamonds and positions the jewellery as both traditional and modern for festive dressing. Princess Kumari said, “The festive season is about coming together, creating memories… Forevermark blends tradition with modern aesthetic, perfect for today’s contemporary woman.” Harit added that consumers now seek jewellery that feels personal, distinctive and aligned with their style, and that Forevermark aims to broaden occasions for diamond jewellery and inspire a new generation.
Market Significance
De Beers reiterated that India remains a strategically important market, focusing on growing the diamond category and deepening relevance among a new generation of Indian consumers. The company sees an opportunity as jewellery moves beyond traditional milestones into self‑expression, personal achievement, gifting and new occasions. Forevermark reported that it now operates ten stores across the country and, entering its second year, intends to build further scale and create more opportunities for consumers to discover exceptional natural diamond jewellery.
Company Background
De Beers Group, established in 1888, is the world’s leading diamond company with over 20,000 employees and mining operations in Botswana, Canada, Namibia and South Africa. It offers a full‑value‑chain portfolio, including De Beers Jewellers, Forevermark, and traceability initiatives such as Tracr and GemFair. De Beers is a member of the Anglo American plc group. Forevermark Diamond Jewellery, a De Beers brand, creates pieces featuring natural diamonds that are hand‑selected, responsibly sourced, and bear a unique inscription for authenticity.
For further information, contact forevermark@prpundithavasred.com.