Forevermark

This year, the first six months have been strong and the positive consumer sentiment continues and the company is hopeful the business will be similar to last year, De Beers India MD Sachin Jain said.

If the current economic trends continue at the same pace, the consumer demand is expected to return to the pre-coronavirus times by 2021-22, he added

In 2008, De Beers launched the high-end Forevermark brand, which applies a tiny watermark to its diamonds to assure buyers that their progress from mine to shop has been completely ethical