Against the historic setting of Jaipur’s City Palace, De Beers brought together heritage, contemporary culture and diamond jewellery for a landmark event that celebrated two significant new chapters for natural diamonds in India. The evening presented His Highness Sawai Padmanabh Singh of Jaipur as De Beers Group’s advocate for natural diamonds in India, while Forevermark Diamond Jewellery marked its first anniversary in India with a new festive campaign featuring Princess Gauravi Kumari of Jaipur. Together, the two moments reflected De Beers’ vision, from the natural origin, rarity and authenticity of diamonds to their contemporary expression through jewellery, design and personal style.

As Maharaja of Jaipur and part of a living legacy shaped by jewellery, craftsmanship and precious gems, His Highness Sawai Padmanabh Singh brings an instinctive understanding of rarity, provenance and the value of pieces that endure beyond the moment. His role with De Beers is to bring the natural diamond story into a new cultural conversation, connecting its extraordinary natural origin and individuality with a generation that is redefining luxury through authenticity, meaning and personal expression. In doing so, he brings royalty’s storied relationship with diamonds into the present, while helping shape the next chapter of natural diamonds in India.

“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,” said His Highness Sawai Padmanabh Singh of Jaipur.

The initiative forms a part of De Beers’ broader ambition to strengthen the desirability of natural diamonds, enhancing their story for a new generation of Indian consumers.

Shweta Harit, Senior Vice President, De Beers Group and CEO, Forevermark, 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.”

Shweta added, "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."

“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,” said Princess Gauravi Kumari of Jaipur.

The evening in Jaipur brought these two distinct dimensions of De Beers’ vision to life: the extraordinary story of the diamond and the evolving ways in which that rarity is expressed through jewellery today. Together, the two announcements reflect De Beers’ ambition to strengthen the desirability of natural diamonds while creating new relevance for them with a generation that is redefining luxury. As India’s relationship with diamonds evolves, De Beers is focused on shaping what comes next, from the story of the gem itself to the way it is discovered, worn and celebrated.

Courtesy: AOJ DESK NEWS