Ethera, a BlueStone-backed laboratory-grown diamond jewellery brand focused on everyday fine jewellery using lab grown diamonds,has launched new retail stores in Bengaluru (Indiranagar and Electronic City), New Delhi (DLF Midtown) and Gurugram (Elan Miracle) set to open shortly, marking a significant milestone in the brand’s ongoing retail expansion journey. The stores are set to strengthen Ethera’s presence in India’s rapidly evolving direct-to-consumer jewellery landscape, particularly among the growing base of first-time fine jewellery buyers seeking modern, design-forward pieces
With these 4 stores, Ethera now operates a total of nine retail stores, alongside a growing digital network. The brand has several more store launches planned.
Founded in 2024 by Nitesh Jain and Sharad Arora, Ethera is a lab-grown diamond jewellery brand built for the modern, confident woman. The brand operates through flagship retail stores alongside a strong digital presence across India.
Deepening Engagement With Its Core Audience
Strategically located within high-footfall, high-intent retail hubs, all stores are designed to maximise visibility and deepen engagement with Ethera’s core audience. The NCR stores stores are positioned to tap into a premium, urban consumer base with high purchasing intent. Surrounded by a vibrant mix of premium retail, dining, and entertainment, these locations ensure consistent exposure to a high-value audience.
The Bengaluru stores tap into two of the city’s most dynamic and culturally distinct micro-markets, attracting a design conscious, high-spend urban audience as well as access to a dense concentration of young professionals and working millennials.
Commenting on the expansion, Sharad Arora, Co-Founder, Ethera, said, “Everything we’re building at Ethera starts with a deep understanding of the customer, category, and long-term opportunity, shaping a brand rooted in strong design, transparent values, and a seamless omnichannel experience. Metro markets, with their affinity for modern jewellery and self-expression, are a natural fit for our expansion. Since launching our first store in June 2025, we’ve scaled to nine locations in under a year, reflecting strong demand and a clear shift towards more conscious, considered luxury.”
The newly opened stores follow Ethera’s digital-first retail format, designed for today’s consumer who prefers to explore online but seeks the confidence of a physical touchpoint before purchase. Customers can browse collections digitally while receiving in-store assistance, particularly suited to fine jewellery buying journeys.
Well Positioned to Capitalise Shift to Lab Grown Diamond Market
India’s lab-grown diamond jewellery market is witnessing strong momentum, driven by evolving consumer preferences, increasing demand for everyday luxury, and a growing inclination toward ethical and transparent alternatives. Ethera is well-positioned to capitalise on this shift, supported by a robust design pipeline that introduces over 200 new designs every month, alongside a rigorous 40-point quality check across every piece.
As Ethera enters its next phase of growth, the brand remains focused on positioning jewellery as a form of self-expression. The company continues to invest in immersive retail formats, enhanced design capabilities, and a stronger technology stack to drive sustained omnichannel growth. Its collections span both everyday and occasion-led jewellery, positioning the brand strongly among younger consumers entering the organised jewellery market.
