Q] Why was Mumbai chosen for Forevermark’s largest global flagship store, and what does this reflect about India’s global standing?
Shweta: Mumbai has long been India’s luxury capital. It’s a cosmopolitan city and sits at the centre of Indian luxury and fashion. For us, it was the most natural choice for a flagship. India is on the global luxury map, and we wanted that reflected through a marquee store. We were also fortunate to find a space that allowed us to create the largest Forevermark store in the world.
Sandrine: India is an extraordinary market for diamonds, with a very deep-rooted history of both diamonds and jewellery craftsmanship. The combination of the two makes India incredibly attractive. It’s a fast-growing market, already seeing double-digit growth in diamond jewellery, which makes it extremely promising for us.
Q] Does the store go beyond being a retail space? How does it enhance consumer experience?
Shweta: Forevermark is positioned as a premium brand, and we want the store to be a space where consumers feel invited and engaged. The brand is strongly female-oriented, which is why we imagined the experience as something like a champagne brunch—light, airy, and welcoming. This floor is designed to host events and gatherings because retail today cannot be transactional alone. It has to be personalised and experiential. Our campaign, ‘This One’s For Me’, is meant to come alive through the in-store experience as well.
Q] What drove the creative thinking behind your newest campaign?
Shweta: Every Forevermark collection is rooted in female insights. We strongly believe in human truths. The insight behind our Icon Collection was about moments when women feel unsure, only to realise that the answers already lie within them. The Icon, part of our logo, represents the North Star—a guiding light. The campaign features four women who embody this spirit: fashion designer Masaba Gupta, Olympic shooter Manu Bhaker, Gauravi Kumari, who works extensively with local artisans in Jaipur, and actor Diana Penty. Together, they represent sisterhood and the universal search for guidance, helping us connect deeply with our female audience.
Sandrine: What makes Forevermark particularly authentic in India is that jewellery here is often bought for women by others, husbands or in-laws. Forevermark shifts that narrative. It is truly a brand for women, and by women, which makes its voice very genuine.
Q] How does Forevermark differentiate itself in a competitive market—both in India and globally?
Shweta: We are a diamond-first brand, which sets us apart in India. We can tell the story of a diamond from its origin to the final piece of jewellery. Every Forevermark diamond is carefully selected, visibly superior, and comes with a unique inscription number. We also recognise a cultural truth in India, consumers may want to reset their diamond from a ring to a pendant or earrings over time, but it remains their stone. Authenticity and trust are crucial in a market that values natural, real jewellery, and that’s where we stand apart.
Sandrine: DBS is unique because we manage the entire diamond journey from exploration to creation, something we’ve been doing since 1888. This allows us to connect meaningfully with consumers across markets. We build different brands for different regions, and Forevermark has been specifically developed for India, which is why it resonates so strongly here.
Q] How is WhatsApp marketing evolving and what is its growing role in India?
Shweta: No brand in India can afford to ignore WhatsApp today. From our perspective, it serves two purposes. First, assisted sales; customers who reach out via WhatsApp are usually further along in the buying journey, making it a high-conversion channel. Second, it supports our omnichannel approach. When someone visits our store, we understand their preferences and can later reach out with personalised updates like new collections or availability in rose gold. However, we are very conscious about not sending intrusive or generic messages. Personalisation is key, and anything annoying defeats the purpose.
Q] How does Forevermark assess influencer marketing beyond visibility?
Sandrine: Globally, there’s been a shift from simply measuring clicks to working with influencers who genuinely align with the brand. In Western markets especially, brands now prefer fewer influencers who are more relevant and authentic, and this approach delivers greater impact. I believe India is moving in the same direction.
Shweta: Influencer marketing today is indispensable. But it works at different levels depending on the objective. Some influencers help with brand-building, while others are more commercially driven. For instance, some influencers host events at our stores, which directly contributes to sales, while more iconic figures help strengthen brand equity. It’s about choosing the right tier for the right goal.
Q] How does Forevermark market natural diamonds when there is a global trend for ‘lab grown’ diamonds?
Shweta: Lab-grown diamonds are not better, they are simply a different product. Forevermark exclusively deals in natural diamonds, each with a unique inscription. We are positioned in the premium segment. Lab-grown diamonds may work as affordable, fashion-oriented options for everyday wear, but natural diamonds carry legacy. They are billions of years old, formed by Mother Earth, and deeply rooted in India’s history and culture.
Sandrine: I view India as a value-conscious market rather than just a price-sensitive one. Value is tied to what you’re paying for. Natural diamonds carry history, meaning, and energy, which justify their value. A lab-grown diamond may look beautiful, but it’s the same difference as is between an original Picasso and a copy. Indian consumers understand this distinction very well.
Q] What does the next one to two years look like for the brand from a marketing and business perspective?
Shweta: 2026 will be one of our highest marketing years. We’ll be investing both in building the natural diamond category and expanding Forevermark’s footprint through more stores. We see strong growth ahead for both the category and the brand.
Sandrine: We are focused on two parallel streams strengthening our individual brands like Forevermark in India, DBS London globally, and Origin in the US, while also continuing category marketing for diamonds overall. This includes partnerships with organisations like the GJPC in India. Both efforts will reinforce each other in the coming year.
