Genelia Deshmukh unveils bold pieces from the De Beers Forevermark Avaanti collection


To add an extra sparkle to the festive season, De Beers Forevermark has launched three bold new designs from the Forevermark Avaanti collection. Film star and entrepreneur Genelia Deshmukh unveiled the new designs at the first anniversary of the exclusive De Beers Forevermark store in Bandra on October 13, 2022.

The Forevermark Avaanti Collection is crafted from a unique belief that what the future holds can unfold from a single ripple and the collection is a reminder of the remarkable things that come from life’s first leaps. The three pieces represent a fresh and contemporary evolution of the modern collection. Each piece embodies a spirit of possibility, inspiring the wearer to realize their power and make an enduring statement every day. All designs are crafted with beautiful, rare and responsibly sourced diamonds, making them an ideal choice for personal purchase or gifting this festive season.

“It gives me great pleasure to launch the Forevermark Avaanti collection which is such a distinctive design that reminds us women of our potential and the spirit of possibility. De Beers Forevermark offers its customers the best diamond experience natural products in the world and it’s an honor for me to be here today to celebrate the one-year anniversary of the exclusive boutique in Mumbai,” said Genelia Deshmukh at the launch.

“Diamonds hold deep emotional value for our customers in India and with the success of the Forevermark Avaanti collection last year, we have seen the growing demand for everyday wear, classic jewelry. So this season, we are introducing a bold new addition to the Forevermark Avaanti collection in three new contemporary designs. Each diamond in the collection comes with a unique De Beers Forevermark registration number that ensures each diamond is beautiful, rare and responsibly sourced” , said Amit Pratihari, Vice President of De Beers Forevermark.

Bhavin Jhakia, Director of OM Jewelers, said: “It has been a rewarding journey of over a decade of work culminating in a resounding success for the collaboration between OM Jewelers and De Beers Forevermark. Over the past year, our prominence in this competitive market is attributed to our collaborative ability to deliver meticulous designs, exceptional quality and flawless service to our customers. Today’s celebration is a statement of the synergy between our two brands, and we take this opportunity to announce the launch of bold new pieces in the much admired Forevermark Avaanti collection. Aesthetic jewelry is a quintessential addition to this season’s festivities.

The new rings, pendants and earrings all feature genuine, natural diamonds set in 18k yellow, white or rose gold. The clean, dynamic designs are also available with the added sparkle of pavé-set diamonds.


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