Ethera, started in 2024, already runs five stores in Bengaluru and New Delhi and is getting ready to open more
Bengaluru: BlueStone has invested Rs 25 crore in laboratory-grown diamond jewellery brand Ethera, doubling down on its stake to support the brand’s next phase of growth and expansion.
Founded in 2024 by Nitesh Jain and Sharad Arora, Ethera is a design-first contemporary jewellery brand offering classic and modern everyday pieces crafted using lab-grown diamonds and gold across categories such as earrings, bracelets, solitaires, pendants and necklaces. The brand positions its collections as versatile designs meant to move seamlessly from daily wear to personal milestones while reflecting individuality and evolving personal style.
The fresh capital will be deployed primarily towards expanding Ethera’s physical retail footprint. Alongside retail expansion, Ethera plans to continue investing in in-house design capabilities, its technology stack, and brand awareness to support omnichannel growth.
Commenting on the announcement, Sharad Arora, Co-Founder Ethera, said, “Everything we’re building at Ethera starts from first principles: understanding the customer, the category and the long-term opportunity. That clarity is shaping Ethera into a brand defined by strong design, transparent values and a consistent experience across channels. BlueStone’s strategic backing strengthens our ability to expand our retail presence, deepen our supply-chain capabilities and build the operational backbone needed for the scale ahead.”
Nitesh Jain, Co-Founder Ethera, added, “Jewellery today is a powerful form of self-expression, and women are increasingly choosing pieces that reflect their individuality and life journeys. At Ethera, our focus has always been on design, quality, craftsmanship, and consistency. This capital enables us to expand our retail reach while continuing to invest in systems that deliver consistency and trust at every touchpoint.”
As Ethera moves into its next growth phase, the brand reiterates its focus on jewellery as everyday self-expression, designed to be worn regularly and integrated into lived experiences.
Within one year of operations, the brand has established five stores across Bengaluru and New Delhi, with multiple new locations scheduled to go live in the coming weeks and several more already in the pipeline.
Retail Jeweller India News
