Ekatra Jewels

Ekatra Jewels is a lab-grown diamond and gold jewellery brand built by people who describe themselves as having spent generations working with diamonds, positioning itself as India's first women-led lab-grown diamond brand. Its core proposition rests on "growing diamonds from seed," IGI certification and BIS hallmarking, a lifetime buyback and lifetime plating promise, and a "Shristi Ratna" 108-facet cut it calls "the power of 108, sacred mathematics." The catalog spans signature collections such as Diamond Diaries, Oh My Gold (co-created with Sussanne Khan), Universe in Motion solitaires, Sacred Geometry and Chakras Diamond, and Divine Roots, sold across rings, earrings, bracelets, necklaces and pendants. It frames itself less as occasion-only fine jewellery and more as "jewellery designed for real life," pairing celebrity collaborators (Sussanne Khan, Ekta Kapoor, Apoorva Mukhija, Pragya Kapoor, Jennifer Winget) with claims of transparent sourcing and honest pricing.