In an attempt to extend their reach in smaller metros in India, Forevermark, from the De Beers group of companies, announced its association with Kays Jewels on September 8th, 2012 in Kanpur. Bollywood star Juhi Chawla unveiled the new collection with Forevermark diamonds. To celebrate the launch of Forevermark in Kanpur and further amplify the unmatchable quality of Forevermark diamonds, some of the incomparable diamonds were showcased. Kays Jewels, known for its unique blend of traditional and contemporary designs, previewed a stunning collection.%%%% Speaking on the occasion, Juhi said,“Forevermark signifies beauty, inspiration and integrity that every woman stands for. Forevermark diamonds are truly exceptional, and stand out for their elegance and promise of quality. I am sure everyone in Kanpur will be elated to experience the indulgence at Kays Jewels”.%%%% Sachin Jain, Managing Director, Forevermark India stated, “We are delighted to introduce Forevermark diamonds and their unique promise to Kanpur. We are also pleased to partner with Kays Jewels for their mutual passion for diamonds and their expertise in creating beautiful designs both in contemporary and traditional designs”. %%%% Ravi Kapoor, Director, Kays Jewels commented, “It’s an honour and a matter of pride to partner with Forevermark, which is the leading diamond brand from De Beers. Inspired by timeless Indian motifs and crafted to perfection, the current collection is specially designed to suit the Indian sensibilities. We hope this association will enhance our customer’s experience and will offer them the best in diamond jewellery”.