An utterly enchanting Anoushka Shankar was the star performer at the global launch of Forevermark Diamond Jewellery in Delhi, recently. Dressed in a sculpted Gaurav Gupta gown, strumming on her sitar to the beats of rhythmic rock, she mesmerised a packed Taj Palace ballroom that erupted in huge rounds of applause. The glittering evening saw the beginning of a new chapter for Forevermark from the De Beers Group. The brand will focus on “aspirational diamond jewellery for the women who embrace individuality, independence and daily moments of self-celebration”. The brand’s first flagship store is located in B/324, South Extension-1, Delhi.

“With rising disposable incomes and deep cultural affinity for natural diamonds, we have seen year-on-year double-digit rises in consumer demand for natural diamond jewellery in India. As the category is projected to grow to nearly $20 billion by 2030, India remains central to Forevermark’s long-term vision,” said Sandrine Conseiller, CEO, brands & diamond desirability at De Beers Group.

For Shweta Harit, global senior vice president at De Beers Group and CEO of Forevermark, the moment was “truly personal”. “So, I am asked very often, why India and why now? Why now is obvious. The growth story for India is fantastic. But I think what’s the more interesting part here is this connection we have with the diamonds. I can assure you that no international template works for India. We love our jewellery. It’s emotion. It’s status, it’s investment. It is legacy. The other really special part is that our flagship store is in Delhi. I think Delhi truly stands for what India is today," she said.

The aim is to open up to 15 stores in 2025 and 100 by 2030. Shweta said the new store was “a home”. “It’s our first home in India, so it’s very special, and when she comes in, I want her to feel ‘this one’s for me’. She could be holding a glass of champagne or even a cup of chai, but she is actually making an ode to herself, and she can buy her own diamonds,” said Shweta.

The evening saw a fashion showcase that displayed the range of Forevermark Diamond Jewellery. Set against neutral palettes of greys, nudes and navies, the jewellery traversed the whole gamut of workwear, cocktails and special wear. Saba Azad and Imaad Shah performed a zingy This One’s For Me, made especially for Forevermark. That is also the title of the new campaign, starring Angela Kumar. The evening offered an immersive experience into Forevermark’s ‘mine to finger’ journey.

t2 sat down with Federica Imperiali, director of the Forevermark Design and Innovation Centre in Milan, to know more about what’s in store.

What makes this a milestone event for Forevermark?

It’s super important because it sets the new vision of the brand and the new pillars... building the new design philosophy. So Forevermark has become a diamond jewellery (brand) and our vision is to move from the heritage concept of jewellery as something that you buy for an occasion and you keep just in the safe, to something that is more versatile and should be more the expression and the extension of the woman herself. I love the idea of jewellery that you feel part of yourself because it makes you feel more reassured, more beautiful, and you forget to worry. You can go to sleep and do whatever you want. We have spent a lot of time re-engineering our craftsmanship. All the rings have soft-touch finishing in the shank. The earrings as well. We’re hallmarking all the products. We try to make the hinge of the pendant easy to open and close so you can wear it by yourself.

To make this launch in India, I think, for me India is one of my favourite countries. So, for me, it’s very important, it’s very emotional because it’s been many years that I have been working for the brand and this I think is the ultimate expression of what we feel in the value of the brand but also seen to the customer we are talking to.

Before Forevermark was doing jewellery, but our attention was, of course, mostly towards the diamond. Now we are trying to make the jewellery itself as part of our philosophy and integrate the design, the style, with the new vision of the versatile woman. We will open our own store so that we can really express our identity.

What prompted this decision?

It’s to be able to infuse a higher value proposition to the final product and not relate that just to the value of the diamond but also extend to the product itself.

Can you tell us about the design of the inaugural range?

So basically, we are launching a lot of collections and proposing some iconic ones that have been here since the beginning of Forevermark, and some new entries. Avaanti is an iconic collection. It is an ode to the modern woman, a strong, bold woman who is able to decide for her own and being able to make change happen.

Another iconic collection we have is Millemoi. The idea is to celebrate all the thousands of different versions of you, but remain always yourself. I would end with the Icon Collection, which is emblematic for Forevermark as a diamond jewellery brand and is a collection dedicated to our icon which is conceptualised in terms of our North Star and the overall design is based on a modern and minimal silhouette.

All the designs are designed in Milan and, of course, produced 100 per cent in India. We interact with manufacturers, which is super fun. We learn a lot from one another. I love to go and spend time understanding techniques which we can put on modern silhouettes by using the historical way to do things.

Our production is based in Mumbai. We created a new collection of a range of mangalsutra necklaces, but in a modern and more unexpected way while still keeping the importance of its role. Most of the Western people coming to the store, they are attracted to the mangalsutra.

How are women purchasing jewellery now?

Now, more than ever, the woman that enters and wants to buy something, she doesn’t think about how much is the metal that is on that product. She starts immediately thinking how she can pair, when she can wear. It becomes part of her life. And it’s a way to express yourself. It has to fit with what you are.

Our consumers are changing. One of the biggest occasions is the self-purchase.

When I was young, I remember my mom telling me, no, you need to wait for someone, otherwise it looks like no one will give it to you. It’s a gift. And now, women go and buy their own diamond jewellery.

And they love to have this. I still want to make things that can be gifted, but I really want to celebrate the independence, the individuality. And then, again, we call it self-purchase, but if something is beautiful, you can also take it to be a gift.

It’s a study for a woman who has a particular attitude or a sense. All the new exploration we are doing for a new collection, I start with a photo. I browse on Pinterest of a particular woman. If I want a strong woman, but very classic and minimal, what will it be? And I start mapping. And then I try to take inspiration from how she can change.

How important is innovation in driving the design language in the times we are living in?

Innovation is important because you need to know very well, but innovation by itself doesn’t bring anything. You add complications, sometimes penalising the aesthetic. So, innovation for me is important in terms of studying, R&D, I spent a lot of time on material technique.

When we are talking about self-purchase, for example, from basic design, you don’t need to keep centrality always on the stone. It doesn’t have to be an engagement ring. It can be more abstract. We can play with different contrast textures and volumes.

Name three women who are as precious as diamonds…

Well, my mom for sure. Angelina Jolie is able to play different parts and different roles but still keep commitment. She is not afraid to get out with no makeup. Deepika Padukone is super strong, and she stands out with her voice.