The producer and entrepreneur aligns with the brand as it expands its presence in the lab-grown diamond jewellery market
Mumbai: Noted producer and entrepreneur Ekta Kapoor, known for weaving stories that have resonated with millions over the decades, has joined Ekatra Jewels as an investor, marking her entry into India’s buzzing jewellery sector. The move signals growing mainstream interest in the lab-grown diamond segment.
Kapoor’s association brings together her understanding of consumer culture and story-telling with Ekatra’s focus on contemporary design and IGI-certified lab-grown diamonds, including premium Type II-A stones. The brand has positioned itself as a design- and technology-led jewellery house catering to modern Indian consumers.
At the core of its product innovation is Shristi Ratna, a patented 108-facet diamond cut developed in-house. Compared to the traditional 57-facet round diamond, the enhanced faceting is engineered to maximize light performance, while drawing cultural inspiration from the significance of the number 108 in India.
With Kapoor coming on board, Ekatra is aiming to strengthen its positioning in a market where lab-grown diamonds are gaining traction among younger, value-conscious buyers seeking design-forward, versatile pieces.
Kapoor said, “For generations, jewellery was treated as something women protected for occasions. I believe jewellery 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.”
The announcement about Kapoor coincides with the launch of ‘Oh My Gold’, a collection co-created with one of Ekatra Jewels’ founders, Sussanne Khan. Using proprietary hollow-construction technology, the collection is engineered to be up to 80% lighter than traditional gold jewellery, liberating women from the burden of heavy occasion-wear and shifting consumption patterns to everyday luxury.
Ekatra Retail Ventures, co-founded by entrepreneurs Pavitra Gandhi, Sunny Sakaria, Sussanne Khan, Vasuki Punj and Chirayu Yardi, made its debut in the world of lab-grown diamond jewellery with the brand ‘Ekatra Jewels’ in March, 2026. Spearheaded by a strong female vision, the brand competes with existing players in the lab grown diamond jewellery space in India.
Retail Jeweller India News
