The new boutique by Forevermark Diamond Jewellery from De Beers Group is tucked into a quiet lane off South Extension-I market, New Delhi. This is where some of the country’s leading jewellers have set up shop, and the opening signals their seriousness when it comes to tackling the Indian jewellery market. We’re a nation where jewellery, including diamonds, holds multiple layers of meaning, so it’s no wonder that Federica Imperiali, director of the Forevermark Design and Innovation Centre in Milan, was paying attention on her visit to India.
Imperiali has been with Forevermark for 20 years and serves as the brand’s expert on trends, both in design and culture, that shape the future of jewellery design. When I ask her what’s the first thing she noticed about the new generation of shoppers, her answer comes quickly. “It’s not about size anymore,” she says, almost shrugging off the decades-old obsession. “It’s about connection.” Whether that means a pair of tiny studs you gift yourself or a fluid tennis bracelet that feels like second skin, to Imperiali the rules of jewellery are being rewritten by a generation that sees luxury as both tactile and deeply personal. Ahead, more insights from the designer on the future of natural diamond jewellery.
Federica Imperiali, Director of the Forevermark Design and Innovation Centre in Milan
Do you see a difference in how younger people are buying diamonds?
This is a generalisation, of course, but yes. For starters, the younger generation has less purchasing power, so what they do want to buy is something that is meaningful for them. It’s not necessarily about the size of the diamond; it’s more about finding something that’s an extension of their personality. So, what I mean is, things like earrings or small rings that you can stack together and collect over time, or a piece that you buy with your best friend.
We see that jewellery has moved on from being a product dedicated to a specific occasion or something that’s just gifted to you and then placed in a safe. Now it’s more versatile, as is the woman wearing it, so it should allow her to express herself in different ways.
Is that why there is this renewed interest in more minimal styles?
Yes and no. It’s true that we see more minimalism, but at Forevermark we might exaggerate volume a bit so it’s still impactful. Like a cuff that’s plain gold and diamonds but might cover the wrist, or something like a flexible tennis bracelet. These are bold silhouettes but very soft, almost like a second layer of your skin.
What has been your biggest learning about the Gen Z Forevermark client?
That they are very sensitive to the kinds of promises that a brand makes. If you affirm to do something—say, you source your diamonds responsibly—then it should be true. They are the first ones who will call you out if you don’t hold yourself to what you say you’re going to do and they can very easily take a brand down. At Forevermark we are already a very responsible brand.
