After ‘A Diamond Is Forever’, De Beers Launches ‘Heera Hai Aapke Liye’ at IIJS Bharat Signature

Mumbai | 20 January 2026: De Beers Group, the world’s leading diamond company, has announced the launch of its new consumer-focused initiative, “Heera Hai Aapke Liye,” at IIJS Signature, marking a major step towards expanding the accessibility and everyday relevance of natural diamonds in India.

The launch event was attended by actress Sonakshi Sinha, alongside Ms. Shweta Harit, Global Senior Vice President of De Beers Group and CEO of Forevermark, underscoring the brand’s renewed focus on modern Indian consumers and first-time diamond buyers.

Designed as a national retail-support and consumer-awareness programme, Heera Hai Aapke Liye aims to position natural diamonds as a lifestyle choice — not limited to weddings or milestone occasions, but integrated into daily self-expression.

Making Natural Diamonds More Accessible

At the heart of the initiative is De Beers Group’s intent to simplify the journey of buying natural diamonds for Indian consumers, while simultaneously empowering local retailers.

The programme allows participating jewellers to leverage De Beers Group’s national campaigns as their own, enabling seamless in-store storytelling around contemporary diamond jewellery categories such as:

• Second-piercing earrings

• ‘Bestie’ bracelets

• ‘Intention’ pendants

With emphasis on modern design and approachable price points, the initiative seeks to encourage self-purchase and everyday wear — a growing trend among younger Indian buyers.

Industry Collaboration Through INDRA

Speaking at the launch, Ms. Shweta Harit, Global Senior Vice President of De Beers Group and CEO of Forevermark, highlighted the evolution of the company’s diamond narrative in India.

“De Beers Group has a long legacy of building powerful rituals around diamonds. With Heera Hai Aapke Liye, we are evolving that storytelling for today’s Indian consumer. This programme is about making natural diamonds more accessible, more relevant, and more credible — while empowering retailers through the INDRA (Indian Natural Diamond Retailer Alliance) platform,” she said.

She added that the initiative is designed to ensure that every consumer’s “first diamond” experience is rooted in transparency, education, and trust.

GJEPC Backs the Initiative

Mr. Kirit Bhansali, Chairman, Gem & Jewellery Export Promotion Council (GJEPC), welcomed the launch, stating that IIJS continues to play a pivotal role in shaping the future of India’s jewellery ecosystem.

“The launch of Heera Hai Aapke Liye at IIJS Signature reinforces the show’s importance as a platform for industry transformation. GJEPC is proud to collaborate with De Beers Group on the INDRA initiative, which is a crucial step towards strengthening domestic demand for natural diamonds,” he said.

He further noted that the programme aligns with GJEPC’s long-term vision of expanding natural diamond consumption across metros as well as Tier 2 markets, while building consumer confidence and retailer capability.

Key Pillars of the Programme

The Heera Hai Aapke Liye initiative is structured around several strategic pillars aimed at scalability and long-term industry growth:

• Retail Expansion: Targeting 500 retailers in the first phase, across 15–20 cities, with focus on gold wholesalers and regional distributors.

• Retailer Advantage: Access to design support, product hygiene standards, buy-back policies, and structured training through INDRA.

• Entry-Level Product Kits: Curated collections including earrings, bangles, and bracelets, supported by dedicated visual merchandising for in-store display.

• PAN-India Scalability: A structured rollout strategy designed to create new business opportunities for manufacturers and retailers alike.

Strengthening India’s Natural Diamond Narrative

As India continues to emerge as the world’s second-largest retail market for diamond jewellery, De Beers Group remains focused on reinforcing the emotional and cultural value of natural diamonds.

By combining aspirational storytelling with a practical retail framework, Heera Hai Aapke Liye aims to expand the base of natural diamond buyers, increase self-purchase consideration, and establish long-term credibility for the category across both metropolitan and emerging markets.