De Beers and Forevermark Celebrate Jaipur’s Royal Heritage and Natural Diamonds

De Beers Group and Forevermark Diamond Jewellery have announced two major developments for India. The announcements were made at an event held at Jaipur’s historic City Palace.

First, His Highness Sawai Padmanabh Singh of Jaipur was named De Beers Group’s advocate for natural diamonds in India. The event also introduced Princess Gauravi Kumari of Jaipur as the face of Forevermark’s festive campaign.

The occasion also marked Forevermark Diamond Jewellery’s first anniversary in India. Together, these announcements celebrate royal heritage, natural diamonds, craftsmanship and modern luxury.

Sawai Padmanabh Singh Champions Natural Diamonds

As Maharaja of Jaipur, Sawai Padmanabh Singh represents a rich heritage of jewellery, precious stones and craftsmanship. Through his association with De Beers, he will help share the story of natural diamonds with younger Indian consumers.

The campaign will highlight the natural origin, rarity and authenticity of diamonds. It also aims to connect with a generation that values individuality and meaningful luxury.

Speaking about the association, His Highness Sawai Padmanabh Singh of Jaipur said, “For me, legacy is not simply about preserving the past; it is about understanding where you come from and finding ways to make that heritage relevant for the future. A natural diamond carries that same sense of continuity. It is shaped by nature over an extraordinary period of time, and its value lies not only in its beauty, but in the rarity and authenticity that make it truly timeless. I look forward to this association with De Beers as the advocate of the gemstone as I get to showcase the unique story of a diamond to the younger generations.”

Shweta Harit, Senior Vice President, De Beers Group and CEO, Forevermark, also spoke about India’s strong connection with diamonds. She highlighted the opportunity to engage a new generation of consumers.

She said, “India has a remarkable relationship with diamonds, rooted in generations of craftsmanship, jewellery and an appreciation for rarity. Today, as a new generation redefines what luxury means to them, we see an opportunity to bring the story of natural diamonds into that conversation through His Highness Sawai Padmanabh Singh who brings a rare cultural connection to this story. His association reflects our ambition to deepen the emotional and cultural relevance of natural diamonds and grow the category in India.”

Princess Gauravi Kumari Fronts Forevermark’s Festive Campaign

The event also introduced Princess Gauravi Kumari of Jaipur as the face of Forevermark Diamond Jewellery’s festive campaign. This announcement comes as the brand completes its first year in India.

The campaign features contemporary jewellery made with natural diamonds. It shows how diamond jewellery can complement festive outfits and reflect personal style.

Furthermore, the campaign brings together Jaipur’s heritage and modern design. It aims to reach consumers looking for jewellery that feels personal and distinctive. At the same time, Forevermark plans to strengthen its presence in India and connect with younger buyers.

Speaking about the campaign, Princess Gauravi Kumari of Jaipur said, “The festive season has always been about coming together, creating memories and celebrating the people and moments that matter. What I love about Forevermark is the way it brings the beauty of natural diamonds into a more contemporary expression of style. Jewellery can be traditional, bold, understated or completely personal. Forevermark Diamond Jewellery blends tradition with modern aesthetic, making it a perfect addition to the contemporary woman of today.”

Shweta Harit added, “Forevermark gives us an opportunity to express the beauty and rarity of natural diamonds through a more contemporary lens. As we mark our first year in India, we are seeing a consumer who wants jewellery to feel personal, distinctive and connected to their own sense of style. Gauravi embodies that sensibility beautifully. She brings together the richness of her Jaipur heritage with a distinctly modern point of view, making her a natural fit for Forevermark as we enter our next chapter in India. Our ambition is to build on this momentum, broaden the occasions for diamond jewellery and inspire a new generation to discover diamonds in their own way.”

Fashion, Jewellery and Contemporary Indian Luxury

The Jaipur event welcomed celebrities, prominent personalities and high-net-worth guests from across India. The evening began with the launch of the campaign films. A fashion show followed, showcasing Forevermark jewellery with contemporary festive outfits.

In addition, an innovative dance performance added to the celebrations. Together, the performances brought jewellery, fashion and cultural expression to the stage.

The event also highlighted De Beers’ approach to the Indian market. The company aims to explain the natural origin and rarity of diamonds. At the same time, it wants to show how consumers can wear and enjoy them in modern ways.

Forevermark Expands Its Presence in India

India remains an important market for De Beers Group. The company aims to increase interest in natural diamonds among Indian consumers.

Today, jewellery serves several purposes beyond traditional milestones. For example, consumers may choose diamond jewellery for self-expression, personal achievements or gifting. De Beers aims to connect with these changing preferences.

Meanwhile, Forevermark has spent its first year in India building brand awareness and expanding retail access. It has also introduced its natural diamond jewellery collections to more consumers.

The brand now operates 10 stores across India and plans to expand further in its second year. In addition, it aims to give customers more opportunities to explore and experience its jewellery.

Through these announcements in Jaipur, De Beers and Forevermark are bringing royal heritage together with natural diamonds and modern design. Their focus is on engaging a new generation while celebrating the rarity, craftsmanship and lasting appeal of diamond jewellery.