Diamond's are forever

How has your journey prior to joining Forevermark helped you in shaping the brand today?
I had the good fortune of having worked in different industries like design, communication and have managed multinational businesses. I have travelled to 38 countries and have a constant curiosity and desire to understand consumer behaviour and needs. This has helped me learn to work with people across cultures and bring thoughts together to address local and global needs. This has led to the understanding that consumers in our category need reassurance and confidence about their purchase and a little help to express themselves, which are two key needs that Forevermark fulfils.

Diamonds are no longer considered a rich woman's indulgence. Is Forevermark conscious about this when communicating with its consumers?
Diamonds stand for commitment and love. Gifting a diamond is almost always connected with strong emotions and a promise. It is because of this deep emotional connect that Forevermark takes the utmost care in sourcing responsibly and selecting diamonds that can be inscribed with the Forevermark icon. It is this very same reason that Forevermark diamonds are less than 1 percent of the world's diamonds. With Forevermark, we are communicating that these are diamonds you can be proud to give and wear forever.



Forevermark has a minimalistic look and feel about its jewellery. But has that ever posed a challenge in a market like India where jewellery and extravagance are synonymous?
We always try to blend both traditional and western aesthetics in jewellery. With changing times we are seeing a shift in the consumer tastes from heavy to classic, simple jewellery. There is growing demand for small stud earrings, pendants, bangles and rings with minimalistic yet elegant styles. Diamonds are now being worn on a daily basis for work and not just on weddings or other occasions.

How are the collections Encordia, Millemoi, and Cornerstones different from each other and how do you ensure that given the variations, they are still seen as a cohesive part of the brand?
All collections by Forevermark are inspired by emotions and connect with our audience. For example, we recently launched our Forevermark Cornerstones collection, which is based on the shared values of your relationship; at the centre of each piece is a Forevermark diamond that represents the love upheld by this foundation. The four corners of the design represent honesty, trust, respect and appreciation. These qualities are both strong and proven, they should be cherished and aspired to, and the Cornerstones resonate with couples at every stage of their life together.
Our Encordia collection is inspired by the ancient Greek knot of Herakles, often referred to over the centuries as the 'love knot' – the harder you pull on the knot the tighter the bond and connection. Millemoi celebrates the individuality and diversity of every modern woman's life and personality, evoking the multiple depths and layers that make up a woman's unique story. We aim to connect with our consumers understanding the depth of relationships, trust and integrity, which ultimately stands as our identity.

Where do you see Forevermark headed in the next five years?
We are currently at 120 retail doors and in 18 cities; we plan to expand to 150 in 2014. By 2017, we plan to be in 30 cities and 250 doors. Our vision is to be in the world's leading diamond brand.

Is there any specific message that you would like to convey to your consumers through Purple Tag?
Times are changing and there is nothing more enjoyable than to wear a diamond every day!

—As told to Shraddha Shirodkar