What Forevermark does

Forevermark is a natural diamond jewellery brand founded in 2008 and headquartered in London, operating as a wholly-owned brand under De Beers Group (itself a subsidiary of Anglo American Plc). The brand sells premium diamond jewellery including bridal pieces, occasion-based designs, high jewellery, and everyday wear across multiple proprietary collections (Icon, Avaanti, Millemoi, Encordia, Centre of My Universe, Forevermark Setting) designed at the Forevermark Design and Innovation Centre in Milan. Its core technology is a proprietary inscription system developed by De Beers Group: each Forevermark diamond carries a unique identification number and the Forevermark icon etched on the table facet at 1/20th of a micron deep, combined with a 17-step grading process at the De Beers Group Institute of Diamonds that evaluates stones beyond the standard 4Cs. All diamonds are Kimberley Process compliant and traceable from mine to finger, forming the basis of the brand's responsible-sourcing positioning.

Forevermark generates revenue through one-time retail sales of diamond jewellery via a multi-channel distribution network: directly managed flagship stores (with the Mumbai store being the largest globally as of January 2026), franchise partnerships with local operators (Saraf brothers in Patna, India; Jubilee Diamonds in Thailand), and authorized retailer and department store jewellery salons in Japan, Hong Kong, China, Turkey, Hungary, South Korea, and South Africa. Pricing is quote-based and varies by collection and diamond specifications rather than publicly listed. The primary customer segments are affluent Indian consumers (particularly women and Gen Z, who together represent the majority of India's diamond buyers), the Indian bridal market, and global luxury consumers in East and Southeast Asia. The brand's go-to-market combines premium retail experience (solitaire lounges, curated in-store collections) with event-driven marketing, including fashion event sponsorships (London Fashion Week) and high-profile store inaugurations.

The company is in a phase of aggressive retail expansion, particularly in India, where it is scaling from 5 to approximately 25 stores by end-2025 with a stated target of 100 stores by 2030. India is the world's second-largest natural diamond jewellery market, growing at 12% CAGR with diamond penetration of only 12-15% versus 70% in the US, representing significant headroom. Forevermark employs 501-1000 people and operates with 135+ years of inherited De Beers Group diamond expertise as its foundational asset.

Name

Forevermark

Legal name

Forevermark Diamond Jewellery

Website

https://forevermark.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Forevermark is a natural diamond jewellery brand under De Beers Group, selling inscription-verified, traceable diamonds through flagship stores, franchise partners, and authorized retailers across India, Japan, Thailand, and other global markets, with an active India retail expansion targeting 100 stores by 2030.

Ownership category

akta.pro rank

Product category

Luxury Natural Diamond Jewellery

NAICS

Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991)

SIC

Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911)

akta.pro primary industry

Fine Jewelry Retail (Precious Metals & Gemstones) (CRAKAGAA)

akta.pro secondary industries

Diamond Jewelry (CRAKAAAA), Bridal Diamond Jewelry (Earrings, Necklaces, Bracelets) (CRAKACAD), Diamond Grading & Certification Laboratories (CRAKAJAG)

Keywords

• Natural diamond jewellery
• Luxury diamond retail
• Engagement and bridal rings
• Diamond inscription traceability
• Responsible diamond sourcing

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Diamond Jewellery Retail Sales: Forevermark generates revenue through the sale of natural diamond jewellery products via retail stores and authorized retailers globally. Products include bridal jewellery, occasion-based designs, high jewellery, and everyday wear pieces across various collections (Icon, Avaanti, Millemoi, Encordia, Centre of My Universe, Forevermark Setting).

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Forevermark designs, sources, and retails premium natural diamond jewellery under a portfolio of named collections (Icon, Avaanti, Millemoi, Encordia, Centre of My Universe, Forevermark Setting) spanning bridal, occasion, high jewellery, and everyday wear categories. Each diamond is individually inscribed with a proprietary Forevermark icon and unique ID via De Beers Group's inscription technology, authenticated through a 17-step grading process at the De Beers Group Institute of Diamonds, and traceable from mine to finger under the Kimberley Process compliance framework. The brand sells its own labelled product directly to consumers through its own flagship stores, franchise partners, and authorized retailer network.

Differentiator

Problem solved

Functional benefit

Brands

• Icon™ Collection: A bridal jewellery collection featuring the timeless Forevermark 'icon' motif, a symbol of the preciousness of love with contemporary silhouette.
• Forevermark Setting™ Collection
• Avaanti™ Collection
• Millemoi™ Collection
• Encordia™ Collection
• Centre of My Universe™ Collection

Products and services

• Icon™ Collection A bridal diamond jewellery collection built around the signature Forevermark 'icon' motif, with contemporary silhouettes designed for the wedding and engagement occasion. Targeted at consumers seeking meaningful bridal pieces.
• Forevermark Setting™ Collection A classic-elegance diamond jewellery collection inspired by the Forevermark icon shape, using a four-pronged mount designed to maximize light return through the diamond's facets. Targeted at classic-bridal and occasion-wear consumers.
• Avaanti™ Collection A diamond jewellery collection whose design reflects the evolving path of a journey, with a conical end mirroring the culet of a natural diamond and an elegant silhouette symbolizing growth. Targeted at milestone/self-purchase and occasion-wear consumers.
• Millemoi™ Collection A multi-tone gold diamond jewellery collection symbolizing the rich, intricate layers of the wearer's story, using bands in three tones of gold embracing the Forevermark diamond. Targeted at self-purchase and meaningful-occasion consumers.
• Encordia™ Collection A diamond jewellery collection featuring a Forevermark diamond held within a knot design inspired by the 'Knot of Herakles', symbolizing the strongest connection that can be shared. Targeted at gift-giving and relationship-milestone consumers.
• Centre of My Universe™ Collection A solitaire-led diamond jewellery collection featuring a Forevermark centre diamond surrounded by a delicate halo of pavé diamonds, designed to embody the person at the heart of the wearer's world. Targeted at gifting, self-purchase, and milestone consumers.

Quantifiable outcome

• Women account for 64% of diamond purchases in India
• +5 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Aditya and Adarsh SarafcoreChannel Partner/ Reseller/ Distributor · 19 March 2026Franchise partnership for Forevermark retail stores in Patna, India. The Saraf brothers operate the store on Boring Canal Road, featuring 18 curated jewellery collections and a dedicated solitaire lounge. This partnership marks the city's only international jewellery brand focused on natural diamond jewellery.
• Raw MangominorStrategic or Co-development Partner · 24 February 2026Fashion collaboration supporting Raw Mango's Fall/Winter 2026 collection at London Fashion Week. The collection was inspired by South Asian garlands as a symbol of collective beauty and identity. De Beers Group and Forevermark sponsorship emphasized Indian fashion's nuanced cultural expression.
• Jubilee DiamondscoreChannel Partner/ Reseller/ DistributorExclusive partnership in Thailand for Forevermark distribution. Jubilee Diamonds is the exclusive partner for Forevermark products in the Thai market, operating multiple store locations including Forevermark brand stores and Jubilee-branded Forevermark sections.
• De Beers GroupcoreStrategic or Co-development PartnerForevermark is a brand under De Beers Group of Companies, benefiting from 135+ years of diamond expertise, access to De Beers Group mines (South Africa, Botswana, Namibia, Canada), the De Beers Group Institute of Diamonds for grading and authentication, and the Building Forever sustainability strategy.

Scale indicators13 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Bulgari: Bulgari (owned by LVMH) is a major luxury jewelry house with diamond-focused bridal and high jewelry lines, operating global flagship boutiques comparable to Forevermark's premium retail experiences while serving a broader luxury customer base.
• Cartier: Cartier, part of Richemont, is one of the world's largest luxury jewelry houses with extensive diamond bridal and high jewelry collections sold through global boutiques, broadly overlapping Forevermark's premium positioning while offering a much wider product portfolio.
• Pandora: Pandora is a global mass-market jewelry retailer with extensive store networks and digital presence, operating in the broader fine jewelry retail category with Forevermark but at substantially lower price points and without a focus on natural diamond authentication.

Direct peers

• Tiffany & Co. Tiffany & Co. is a global luxury diamond jewelry retailer owned by LVMH, competing directly with Forevermark in bridal and high jewelry segments with similar premium positioning, signature diamond grading standards, and global flagship retail presence.
• Blue Nile: Blue Nile (owned by Signet Jewelers) is an online diamond jewelry retailer specializing in certified natural diamonds with transparency on grading and pricing, directly comparable to Forevermark's diamond education, certification, and traceability-led proposition.
• De Beers Jewellers: De Beers Jewellers is the sister retail brand under the same De Beers Group parent, operating luxury diamond boutiques globally with similar natural diamond sourcing, proprietary grading, and bridal-focused positioning that overlaps directly with Forevermark's offering.
• Harry Winston: Harry Winston is a luxury diamond jewelry retailer (owned by Swatch Group) operating flagship salons worldwide, with comparable bridal and high-jewelry positioning, premium pricing, and emphasis on rare natural diamonds similar to Forevermark's brand promise.
• Tanishq: Tanishq, owned by Titan Company, is India's largest jewelry retailer with extensive diamond bridal collections and nationwide store network, making it the most direct domestic competitor to Forevermark's India expansion strategy in both bridal and occasion-based segments.
• Graff: Graff is a high-end diamond jeweler specializing in exceptional natural diamonds and bridal jewelry, operating flagship boutiques globally with similar premium positioning and emphasis on rare, certified natural diamonds comparable to Forevermark's curated approach.

Regional players

• Malabar Gold & Diamonds: Malabar Gold & Diamonds is a major India-headquartered jewelry retailer with diamond bridal and occasion jewelry, comparable to Forevermark in India market focus but operating with broader gold-heavy assortment and regional retail concentration rather than international premium positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/debeersforevermark
• Instagraminstagram.com/forevermarkbydebeers
• Xx.com/forevermark
• LinkedInlinkedin.com/company/forevermark-at-de-beers

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Forevermark