Expansion
Forevermark Opens First Pune Boutique, Its Fourth in India's Western Region
By News Desk ·
Key takeaways
- Forevermark Diamond Jewellery opened its first Pune boutique at Phoenix Avenue of Stars, inaugurated by filmstar Amruta Khanvilkar.
- Managing Director Mallikarjuna Reddy Yarabolu said the store is Forevermark's fourth in India's western region.
- Shoppers at the Pune boutique can use first-year privileges up to ₹15,00,000 on eligible purchases until December 31, 2026.
Forevermark Diamond Jewellery opened its first boutique in Pune at Phoenix Avenue of Stars, its fourth store in India's western region, with first-year privileges up to ₹15,00,000 on eligible purchases until December 31, 2026. The Tribune reported the opening on November 4.
Inside Forevermark's First Pune Boutique
Filmstar Amruta Khanvilkar inaugurated the Pune store. Forevermark is the natural diamond jewellery brand of De Beers Group, selling diamonds that carry a unique inscription, according to the brand's own description.
The boutique carries the Icon, Avaanti and Millemoi collections alongside solitaires, bridal jewellery, celebration pieces and everyday designs. Mallikarjuna Reddy Yarabolu, Managing Director of Forevermark at De Beers India Pvt. Ltd., said: "Pune is an important market for us, with a discerning and evolving consumer base that appreciates quality, design and craftsmanship."
The opening falls as Forevermark marks its first anniversary in India. The brand has unveiled a festive campaign featuring Princess Gauravi Kumari of Jaipur as its festive face. De Beers Group launched 'Love, From Bestie' across 60 Indian natural diamond stores on Friendship Day weekend, BusinessLine reported.
Forevermark's India Retail Footprint
According to akta.pro company records, Forevermark opened De Beers Group's largest flagship store in Mumbai on January 8, 2026. The same records show a franchise-partnered store in Patna launched in April 2026 with local operators Aditya and Adarsh Saraf, featuring 18 curated collections and a dedicated solitaire lounge.
India has become the world's second-largest natural diamond jewellery market after overtaking China, the records show, with demand expected to double from about $10 billion to $20 billion by 2030.
Forevermark's Expansion Across India
In July 2026, Forevermark opened its 10th store in India at South City Mall in Kolkata, inaugurated by filmstar Raima Sen, BusinessLine reported. That month, the brand announced plans to grow from 9 stores to 100 nationwide and target ₹1,000 crore in revenue over five years, BusinessLine reported.
On October 8 at Jaipur's City Palace, De Beers named Sawai Padmanabh Singh advocate for natural diamonds in India while Forevermark unveiled its festive campaign with Gauravi Kumari, The Hindu reported.
The Pune first-year privileges run on eligible purchases until December 31, 2026, subject to applicable terms and conditions.