His Highness Maharaja Sawai Padmanabh Singh of Jaipur has a new title: advocate for natural diamonds in India. The announcement came at an evening at the City Palace, where De Beers introduced him as the face of its next chapter, a fitting choice given his family’s history with the gemstone.
A natural fit
Some partnerships feel like they were meant to be and this is one of them. As the Maharaja of Jaipur, Padmanabh Singh belongs to a living legacy shaped by jewellery, craftsmanship and precious gems. He understands, almost by instinct, what makes a piece worth passing down.
His role with De Beers is to bring the natural diamond story into a fresh cultural conversation. That means connecting the gem’s extraordinary natural origin and individuality with a younger generation that cares about meaning over show. In doing so, he brings royalty’s storied relationship with diamonds into the present and helps shape what comes next for natural diamonds in India.
It comes down to how he thinks about legacy. “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,” he says. “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 spokesperson of the gemstone as I get to showcase the unique story of a diamond to the younger generations.”
What it means for De Beers
For De Beers, the decision is part of a broader effort to connect with a new generation of Indian consumers.
Shweta Harit, Senior Vice President, De Beers Group and CEO, Forevermark, explains: “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 Maharaja 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.”
As India’s relationship with the precious gem evolves, De Beers and the Maharaja of Jaipur are actively shaping what comes next: from the story of the gem itself to the way it is discovered, worn and celebrated.
H2: FAQs
What is Maharaja Sawai Padmanabh Singh’s new role?
Maharaja Sawai Padmanabh Singh is De Beers’ new advocate for natural diamonds in India, tasked with bringing the story of natural diamonds to a younger generation of Indian consumers.
Who announced the partnership?
The De Beers Group recently announced it at an event at the City Palace in Jaipur.
Why was Maharaja Sawai Padmanabh Singh chosen?
As the Maharaja of Jaipur, he belongs to a legacy shaped by jewellery, craftsmanship and precious gems, and brings a rare cultural connection to the natural diamond
