Ethera Debuts at Gaur City Mall, Expanding Its Retail Footprint

BlueStone-backed lab-grown diamond jewellery brand Ethera has strengthened its retail footprint with the opening of a new store at Gaur City Mall in Greater Noida. The latest launch forms part of the company's broader strategy to expand its offline presence across key markets in India.

In addition to the Greater Noida outlet, Ethera has recently launched stores in Indiranagar and Electronic City in Bengaluru, as well as at DLF Midtown in New Delhi. With these additions, the brand's retail network has grown to nine stores nationwide, comprising four outlets in Bengaluru, two in New Delhi, and one each in Noida, Ghaziabad, and Gurugram. The company also continues to cater to customers through its online platform.

Located in high-footfall shopping destinations, the new stores are designed to enhance customer accessibility while supporting Ethera's omnichannel growth strategy. The brand follows a digital-first retail model, enabling customers to discover collections online before visiting physical stores to experience the jewellery and complete their purchases.

The expansion comes amid growing momentum in India's lab-grown diamond jewellery market, fuelled by increasing consumer acceptance and rising demand for sustainable fine jewellery. Ethera launches over 200 new designs every month, with each piece undergoing a rigorous 40-point quality check before reaching customers.