De Beers opens fifth Forevermark store in Mumbai as it expands across India
De Beers opened its fifth Forevermark store in Mumbai, which CEO Al Cook described as the biggest diamond store the company owns anywhere in the world. The opening is part of De Beers' push to capture growing diamond demand in India, which it expects to double by 2030 compared with 2024. The company plans to scale Forevermark from five stores to 25 by the end of this year, targeting 100 stores by 2030.
Launch details
- Store count
- Fifth Forevermark store in Mumbai; five stores in India today
- Store description
- The biggest diamond store De Beers owns anywhere in the world
- Expansion target
- 25 Forevermark stores by the end of this year; 100 stores by 2030
- Demand outlook
- Diamond demand in India expected to double by 2030 versus 2024
- Market growth
- Natural diamond demand in India grew around 11 per cent in 2025
- Market rank
- India overtook China in 2025 to become the second-largest diamond market globally
- Price comparison
- A one-carat lab-grown diamond costs about $50, while a natural diamond costs about $1,000
- Buyer demographic
- Gen Z accounts for 51 per cent of diamond buyers in India
Where
Also at Mumbai
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What comes next
De Beers plans to scale Forevermark from five stores today to 25 by the end of this year, with a target of 100 stores by 2030.
People behind it
- Al CookDe Beers Group CEO
About De Beers
Luxury diamond jewellery brand selling fine jewellery, high jewellery and engagement rings.
Other recent launches
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Bagelstein opens third India outlet in Bengaluru at EGL Business Park
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Chique opens first flagship store in Bengaluru at Phoenix Mall
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Lake Shore opens Y-Junction mall in Hyderabad with over ₹1,200 crore investment
Based on company announcements, filings and reporting by ET Retail. Details were checked against the source on 13 Nov 2026; we add nothing the source does not state.
Key facts
- Company
- De Beers
- Type
- Store opening
- Date
- 8 Jan 2026
- Category
- natural diamond jewellery
- City
- Mumbai
- Source
- Media reports
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