With this year’s festivity in full swing, De Beers Forevermark, the leading and trusted diamond brand, is confident on a strong sales volume this year, particularly from South India which is the top performing and largest market in the country for the brand. The diamond major is expecting around 10-12% double-digit growth this season with an evidently strong consumer sentiment and positive outlook of the retail industry seen over the last few months. De Beers kicked off the festive season this year with the launch of three new contemporary designs in the Forevermark Avaanti collection. The new set of rings, pendants and earrings feature a genuine and natural diamond, set in 18K yellow, white or rose gold.

Commenting on the festive season, Amit Pratihari, Vice President De Beers Forevermark said, “There is a positive sentiment in the industry. We are already seeing an increase in consumer spending, particularly for jewellery and diamonds. This has also got to do with the shift in consumer buying pattern too as they are now, more inclined to purchase items that holds meaning and value. South India is our biggest market and has been the key driver for the growth of our brand that contributes to around 40% to 45 % of volume. With this growth outlook and strong demand, we are confident that this festive and wedding season is going to be one of the strongest.”

Suraj Shantakumar, Director, Kirtilal Kalidas Jewellery, Hyderabad, said, “The festive season has always been an auspicious time to buy jewellery. There has been a remarkable improvement in consumer sentiment, and we are still witnessing a pent-up demand with consumers making emotional purchases. Now, we see the growing trend of self-purchase among modern independent women, as jewellery, particularly diamonds, has become a visible symbol of their self-expression and independence. The festive season is a wonderful opportunity for the jewellery industry to capture a big slice of consumer spending. Consumers would want to purchase valuable and niche products that bring in bonding too, especially in the context of a festive season.”

Princeson Jose, Prince Gold & Diamonds India Pvt Ltd, Chennai, said, “With greater mobility and uptick in consumer demand, we are optimistic about this year’s festive sales. We are seeing a huge demand across all our designs, particularly in diamond jewellery as it complements both the worlds of traditional and western outfits. This demand is seen across all consumer segments. Since this is also the season of gifting, people now are more inclined to purchase gifts that are meaningful like jewellery. Compared to the last two years, public celebrations are back with a bang, and this has increased consumer spending, particularly on jewellery.”

Pratap Madhukar Kamath, Managing Director, Abaran Timeless Jewellery Pvt Ltd, Bangalore, said, “Festive spirits have resumed this year in full fervor after a two-year break. We see demand for minimalistic and everyday wear jewellery, particularly in solitaires like diamonds as the sentiment has now shifted towards wearing diamonds for any occasion including the festive season. There is also an increased demand from the millennials and Gen-Z, as they prefer jewellery to complement their personality and define their individual style statement. With the rise in footfalls, owing to the fully operational festive season, we are confident, that this year is going to be one of the strongest in the recent times.”

De Beers Forevermark, which has already witnessed robust growth with a strong presence in the South Indian Market, is also penetrating into Tier 2 &Tier 3 locations that have immense growth potential. The brand also ensures to partner with select authorized retailers who share the same brand ethos as De Beers Forevermark.