Buoyed by positive consumer sentiments, the diamond market in South India has experienced remarkable growth in recent times and De Beers Forevermark has been at the forefront of this transformation. The global diamond brand expects around 20-25% overall growth in diamond jewellery sales this festive season.

Commenting on the company’s growth in South India, Mr. Amit Pratihari Vice-President, De Beers Forevermark, said: “South India is renowned for its vibrant and culturally diverse festivals, where jewellery plays an integral role in enhancing the festive spirit. Diamonds have long been a symbol of love, eternity, and prosperity, making them a popular choice for gifting and adorning oneself during festive season. De Beers Forevermark acknowledges the significance of these celebrations and is poised to meet the growing consumer demand for high-quality diamond jewellery. Also, this festive season, we are expecting substantial growth, with South India being a significant driver. The wedding season coinciding with the festivities this year, the consumer buying sentiment particularly for jewellery is highly positive and the demand is expected to continue into the new year as well.

With a rich legacy of providing consumers with the world's most beautiful, rare, and ethically sourced diamonds, the brand brings back its bestselling Forevermark Avaanti Collection this festive season. The highly wearable and deeply meaningful Forevermark Avaanti collection has already made a mark among discerning Indian women. Worn together or alone, the earrings, pendants, bracelets, necklaces and rings make a bold statement of confidence, adding to the ever-evolving story of those seeking their next adventure.