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De Beers Forevermark Diamond Big Bet On Festive Jewellery Sales In South India

De Beers Forevermark is optimistic about this year's winter holiday season, believing it will be one of its best yet.

South India is the diamond jewellery brand's largest market, and it expects double-digit growth this season. According to a press release from De Beers Forevermark, the company expects strong sales volume this holiday season. With strong consumer sentiment and the retail industry's positive outlook, the company anticipates 10% to 12% growth during the season.

"There is a lot of positive sentiment in the industry as the festive spirits resumed this year in full fervour after a two-year break," said Amit Pratihari, vice president of the company, in a press release. "We are already seeing an increase in consumer spending, particularly for jewellery, and diamonds are in high demand due to their inherent rarity." This is also related to a shift in consumer purchasing habits, as they are now more likely to purchase items with meaning and value. South India is our largest market and has been a key driver for the growth of our brand, accounting for 40 to 45% of total volume.

With this growth forecast and strong demand, we are confident that this holiday and wedding season will be one of the best." De Beers Forevermark kicked off the holiday season with three new, contemporary designs for its Forevermark Avaanti collection, anticipating strong sales. In keeping with customer preferences, the rings, pendants, and earrings are intended to be worn with traditional or western attire.

"The festive season has always been an auspicious time to buy jewellery," said Suraj Shantakumar, director of Kirtilal Kalidas Jewellery, a De Beers Forevermark retailer in Hyderabad. "Consumer sentiment has improved noticeably, and we continue to see pent-up demand from customers making emotional purchases." We are now witnessing an increase in self-purchase among modern independent women, as jewellery, particularly diamonds, has become a visible symbol of their self-expression and independence. The holiday season provides an excellent opportunity for the jewellery industry to capture a significant portion of consumer spending. Consumers would prefer to buy valuable and niche products that promote bonding, especially during the holiday season."


Billionaire Laurence Graff paid a record-breaking $46.1 million for a magnificent vivid pink diamond weighing 24.78 carats. Originally owned by his competitor Harry Winston, it now carries graff’s name and is a part of the legendary collection of rare diamonds.

We usually advise brilliant round diamonds with a cut grade of very good, ideal, or super ideal for engagement rings (also known as hearts and arrows). A high cut grade maximises a diamond’s beauty for a given carat weight.


It’s crucial to have a concept of what you might prefer before starting your search because it will enable you to focus on fewer of the many engagement ring possibilities that are now available. Also, when you initially start browsing, it helps to have a few distinct design concepts and the overall budget because the variety can be overwhelming.

Here are Engagement Ring Trends 2023:

1. Modern Art-Deco
2. Colored Stones
3. Lab-Grown Diamonds
4. East-West Settings
5. Multiple Large Stones

The traditional round diamond form, which is the most common, may come to mind when you think of diamonds. But if you want something different, a tonne of alternative forms may be found to suit your unique taste and style. Each diamond shape has its own fire and brilliance because they are cut to different standards, altering how they reflect light.

The most popular kinds of diamonds are listed below:

1. Round Brilliant Cut Diamonds
2. Princess-Cut Diamonds
3. Marquise-Cut Diamonds
4. Cushion-Cut Diamonds
5. Emerald-Cut Diamonds
6. Radiant-Cut Diamonds
7. Pear-Shaped Diamonds
8. Oval Diamonds
9. Asscher-Cut Diamonds