The campaign encourages gifting that acknowledges the nuances of the mother-daughter relationship, with jewellery purchase for both mothers and daughters
Mumbai: Lab-grown diamond jewellery brand Ethera, backed by BlueStone, has introduced its Mother’s Day campaign, ‘I Am Not Like My Mother’. The campaign examines the relationship between mothers and daughters through a narrative that reflects shared behaviours and inherited habits.
The campaign is led by a 3:38-minute digital film that begins with women expressing how they differ from their mothers. As the film progresses, these statements are revisited through personal accounts that highlight similarities in behaviour. The narrative brings out patterns such as delaying personal purchases, prioritizing others, and associating buying decisions with occasions—presented as learned responses shaped over time.
As the conversations develop, the participants recognize how their choices mirror those of their mothers. The film concludes with an understanding that these shared actions are linked to care and responsibility within families. The campaign uses this shift in perspective to encourage gifting that acknowledges this relationship, including purchases made for both mothers and daughters.
Capturing the essence of the campaign, Nitesh Jain, Co-founder, Ethera, said, “With this campaign, paired with our Mother’s Day edit, we wanted to go beyond a narrative. We wanted to gently highlight that even when a daughter says, ‘I am not like my mother,’ she may be continuing parts of her story. The good, the complicated, and everything in between. Including the act of not choosing and getting a diamond for themselves, no reasons needed, just because. This was inspired by our observation that mothers, in their lifetime, either only got diamonds as gifts or never received one. With this campaign, we urge the daughters to break that generational pattern and get their mothers a diamond of their choice. And one for themselves too.”
The campaign reflects a shift in how jewellery is positioned, moving from occasion-based purchases to items used in daily life. It also aligns with growing consumer interest in lab-grown diamonds as a category within jewellery retail.
Founded in 2024 by Nitesh Jain and Sharad Arora, Ethera operates through retail stores and digital platforms across India. The brand offers lab-grown diamond jewellery, focusing on products designed for regular wear and personal use.
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