De Beers Group has appointed Jaipur’s Sawai Padmanabh Singh as its advocate for natural diamonds in India, bringing together royal heritage and the enduring appeal of natural diamonds. The announcement was made on October 9, 2026, at Jaipur’s City Palace, highlighting the company’s efforts to strengthen consumer engagement with natural diamonds in one of its key markets.
Known as Pacho, Sawai Padmanabh Singh is the titular Maharaja of Jaipur and an international polo player. His association with the city’s royal legacy offers De Beers an opportunity to connect natural diamonds with themes of heritage, craftsmanship, rarity and timeless value. Through this role, he is expected to help communicate the significance of natural diamonds to a new generation of Indian consumers.
The occasion also saw the unveiling of a festive campaign by Forevermark Diamond Jewellery featuring Princess Gauravi Kumari. The campaign explores the relationship between natural diamonds, personal expression and contemporary festive celebrations. The launch coincided with Forevermark’s first anniversary in India.
The twin initiatives reflect De Beers’ broader focus on strengthening the emotional and cultural relevance of natural diamonds. As consumer preferences evolve and lab-grown diamonds expand their presence in the market, the company continues to emphasise the distinct appeal of natural diamonds through storytelling centred on their rarity, origins and enduring significance.
By drawing on Jaipur’s royal connections and presenting natural diamond jewellery through a contemporary lens, De Beers aims to bridge tradition with modern aspirations and reinforce the category’s relevance among India’s younger luxury consumers.