Pune: Forevermark Diamond Jewellery, part of the De Beers Group, has expanded its retail presence in Western India with the opening of its first exclusive boutique in Pune at Phoenix Marketcity, Viman Nagar, on 4 November 2026. The launch marks the brand's fourth standalone store in Western India, strengthening its presence in the region's organised natural diamond jewellery market.
The boutique, located on the lower ground floor of Phoenix Marketcity, was inaugurated by actor Amruta Khanvilkar in the presence of senior company representatives. The opening reflects Forevermark's strategy to expand its physical retail network across key Indian cities, bringing its natural diamond jewellery collections closer to consumers seeking contemporary designs and personalised shopping experiences.
Designed to offer an intimate retail environment, the new showroom presents a selection of natural diamond jewellery across everyday, bridal and occasion-led categories. The boutique combines the brand's established design collections with personalised services, catering to customers seeking both ready-to-wear pieces and customised diamond jewellery.
Among the featured collections is Forevermark Icon, which draws inspiration from the brand's distinctive design motif and presents diamond jewellery through contemporary, versatile silhouettes. The collection includes designs suited to everyday styling, reflecting the growing relevance of natural diamonds beyond traditional milestone purchases.
The showroom also features Avaanti, a collection characterised by circular forms and contemporary design elements crafted in 18-karat yellow, white and rose gold. Its modern aesthetic is complemented by Millemoi, which explores layered and multi-banded designs, creating depth and dimension through distinctive diamond arrangements.
Alongside these collections, the boutique offers bridal jewellery, engagement rings, statement necklaces and solitaire diamonds. Customers can also explore personalisation options, allowing selected designs to be adapted according to individual preferences and requirements.
The Pune opening comes amid evolving diamond jewellery purchasing patterns in India, particularly among younger professionals and women seeking fine jewellery for self-purchase and everyday wear. While weddings and festive occasions remain important drivers of jewellery demand, retailers are increasingly developing collections that address contemporary lifestyles and individual expression.
Commenting on the expansion, Mallikarjuna Reddy Yarabolu, Managing Director of Forevermark (De Beers India), highlighted Pune's growing base of design-conscious consumers as an important factor behind the brand's decision to enter the market. The location at Phoenix Marketcity provides access to an established retail destination serving customers from Pune and surrounding areas.
To mark the opening, Forevermark has introduced promotional shopping privileges worth up to ₹15 lakh on eligible purchases, valid until 31 December 2026, subject to applicable terms and conditions.
The boutique forms part of Forevermark's broader retail expansion strategy in India. The brand has outlined plans to establish 20 exclusive stores nationwide by the end of 2026, supported by a combination of company-operated outlets and franchise partnerships.
Looking further ahead, Forevermark aims to develop a network of 100 standalone showrooms across major Indian cities by 2030, with an ambition to build a retail business valued at approximately ₹1,000 crore in revenue.
The expansion reflects De Beers Group's continued efforts to strengthen Forevermark's position within India's natural diamond jewellery market, combining its diamond expertise with an increasingly accessible physical retail network.
With its first Pune boutique, Forevermark Diamond Jewellery is extending its reach in Western India, bringing together contemporary collections, bridal jewellery and personalised services as part of its long-term retail development strategy.