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Forevermark: South India to See More Demand for Diamonds in 2022


De Beers’ Forevermark is expecting to grow in double digits in South India in 2022 as it has already “already witnessed a huge response last year,” Rough & Polished reports.


South India is the largest market for Forevermark in India, and according to the report, it will expand its stores there from 270 to 300 and expand its exclusive boutique stores from 12 to 30 by the end of 2022.


Sachin Jain, Managing Director, De Beers India, commented: “The growth trajectory has been very strong for us in the past few years and we expect it will continue. People want to invest in luxury products but ones that hold value and want assurance of genuineness. Despite the challenges experienced due to the pandemic, Indian consumers have expressed a strong demand for diamond jewelry, outstripping demand for other luxury categories