The De Beers Group, one of the world’s leading diamond companies, is intensifying its focus on India, which is now ranked as the second-largest market for natural diamonds, surpassing China with 11% of global demand. With a strong belief in India’s long-term growth potential, De Beers is implementing a multi-layered strategy encompassing retail expansion, strategic partnerships, and consumer education initiatives.
Retail Expansion: 100 Forevermark Stores by 2030
In a bold move to capture India’s expanding luxury consumer base, De Beers plans to open 15 new Forevermark stores in 2025—eight in Delhi and seven in Mumbai. This forms part of their broader goal to establish 100 stores across India by 2030, aiming to generate $100 million in revenue.
The strategic rollout reflects De Beers’ confidence in India’s evolving jewellery market, driven by urbanisation, rising disposable incomes, and increasing demand for authenticated natural diamonds.
Strengthening Strategic Partnerships: GJEPC and Tanishq Collaborations
De Beers is also forging powerful alliances to scale its impact:
- With Tanishq, India’s largest jewellery retailer, De Beers has entered into a long-term collaboration to promote natural diamond awareness and education among Indian consumers.
- It is also working closely with the Gem & Jewellery Export Promotion Council (GJEPC) through the Indian Natural Diamond Retailer Alliance (INDRA). This initiative supports independent retailers with cutting-edge tools like AI-powered marketing, multilingual campaign materials, and in-depth training programs.
De Beers CEO Makes Strategic Visit to GJEPC Mumbai Headquarters
On May 22, 2025, Al Cook, CEO of De Beers Group, visited the GJEPC headquarters in Mumbai alongside senior executives Paul Rowley, Shweta Harit, and Amit Pratihari. The visit signified the importance of India in De Beers’ global strategy and reaffirmed its partnership with GJEPC to build a robust, transparent, and trusted ecosystem for natural diamond trading and promotion.
During the meeting, both organisations aligned on boosting consumer confidence and crafting forward-looking strategies that will drive diamond demand and sustainable growth in India.
Consumer Campaigns: Educating the Next Generation of Buyers
To connect with India’s young and aspirational population, De Beers has launched culturally resonant marketing campaigns such as:
- “Second Ear Piercing Ritual” – A modern take on traditional gifting for women, blending cultural values with self-expression.
- “Love, From Dad” – A touching campaign celebrating the emotional connection between fathers and daughters.
- Cricket-Integrated Marketing – De Beers partnered with JioHotstar and Star Sports to launch the “Real Diamonds of the Week” during cricket broadcasts, leveraging India’s favourite sport to showcase natural diamonds to millions of viewers.
With these efforts, De Beers is not just selling diamonds—it is building consumer trust, emotional value, and national pride around natural diamonds in India. Al Cook’s leadership vision aligns with India’s trajectory, as the country’s natural diamond market is expected to double by 2030.
De Beers is building a strong foothold in India through new stores, education, and key partnerships, reflecting its long-term vision to position India as a global hub for natural diamonds.
