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Luxury jewellery brand Ekatra Jewels has brought onboard media entrepreneur Ekta Kapoor as an investor, a move expected to bolster the company's growth plans and strengthen its presence in India's evolving fine jewellery market.
The partnership combines Kapoor's strong consumer connect and cultural influence with Ekatra Jewels' emphasis on innovative design, advanced technology and sustainable craftsmanship. Positioned as a women-led luxury jewellery brand, Ekatra caters to modern consumers seeking contemporary, everyday luxury with a conscious approach.
Ekatra Jewels is known for its IGI-certified lab-grown diamonds, including premium Type II-A diamonds. The company has also developed the patented Shristi Ratna™ 108-facet diamond cut, engineered to maximise brilliance, sparkle and light performance.
"For generations, jewelry was treated as something women protected for occasions. I believe jewelry should move with women through everyday life, through ambition, work, celebration, travel, and self-expression. That's what excited me about Ekatra. At Ekatra, we are building a brand that reflects the woman of today: conscious, expressive, independent, and unapologetically powerful," highlighted Ekta Kapoor.
Coinciding with the investment announcement, Ekatra Jewels introduced Oh My Gold, a new jewellery collection developed in collaboration with Sussanne Khan. Crafted using the brand's proprietary hollow-construction technology, the collection offers significantly reduced weight compared to conventional gold jewellery, making it suitable for everyday use without compromising on style.
Founded by Pavitra Gandhi, Vasuki Punj, Sunny Sakariya, Chirayu Yardi, Sussanne Khan and Ekta Kapoor, Ekatra Jewels is focused on redefining luxury jewellery through a blend of innovation, design excellence and sustainable practices. The brand aims to create a modern jewellery ecosystem that aligns with the evolving preferences of India's new-age luxury consumers.
