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Forevermark opens first South India store at Phoenix Mall of Asia, Bengaluru
Our read
Forevermark's Bengaluru debut brings an Endless Aisle digital screen to South India, blending physical retail with expanded virtual inventory that operators should watch as a footfall-conversion lever.
Watch
Store-count updates each quarter vs the 20 milestone
The report,
De Beers' Forevermark Diamond Jewellery opened its first South India store at Phoenix Mall of Asia, Bengaluru, debuting an Endless Aisle digital screen. The brand has eight India stores and targets 20 by year-end.
Newer report updates this story , : Store count now 10 with a Kolkata boutique, up from eight.
Store and format facts
From the report. Source details below
- 8 stores
- September 2025
What it means for the format
Forevermark's first South India store and 2.5x store-count target flags accelerating premium jewellery consolidation in Tier-1 malls, relevant for partnership and mall-anchor opportunities.
Next on the rollout
- De Beers global diamond price index and rough sales guidance
- Lab-grown vs natural diamond retail price gap movement
- Same-store sales/footfall data from the Bengaluru flagship
- Competitor moves (Tanishq, Malabar, De Beers-owned brands) in South India premium segment
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Sign mall-developer partnerships (Phoenix/Nexus/Lulu) for pre-committed retail slots in Chennai, Hyderabad, Kochi
- Scale Endless Aisle digital-inventory tech across existing eight stores to lift SKU availability without inventory cost
- Ramp regional marketing tying natural diamonds to South India wedding/bridal purchase cycles
- Recruit franchise/joint-venture retail partners to accelerate store count toward 20
The counter-case
The case against this reading — not reported by the source.
Scaling from 8 to 20 stores in a single year is aggressive and reeks of retail-partner financed expansion rather than proven demand. Lab-grown diamonds are collapsing natural diamond price premiums, and De Beers itself has struggled globally with weak rough-diamond markets. A first South India store with a gimmicky digital screen is not evidence the format works; it's a bet placed at the exact moment the category faces structural pricing pressure.
The source
Published
Confirmed by IMAGES Business of Fashion, The Hindu BusinessLine, Business Standard
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