De Beers targets young India to boost sales of diamond ornaments, solitaire

De Beers which contributes nearly 35 per cent of the world rough diamond supplies, has projected to cut production of rough diamond supply in 2019 to 31 million carats from 35 last year

With its Forevermark brand launched in India, De Beers targets young India to boost its sales of diamond ornaments and solitaire.

Speaking on the sidelines of India International Jewellery Show (IIJS) 2019, Paul Rowley, executive vice-president, De Beers Group, said, “The ongoing US–China trade war has provided a good opportunity to tap immense of unexploited opportunity in India with its young, vibrant, and enthusiastic people exist here to gift a piece of diamond.”

Over the years, Forevermark has achieved tremendous success in India with huge consumer acceptance. To tap the potential De Beers has allocated $10 million on marketing. Globally, the United