MUMBAI, INDIA | July 2026

Ekatra Jewels, a modern Indian luxury jewellery house, proudly announces its emergence as a vanguard of conscious luxury, perfectly positioned at the intersection of intentional design, cutting-edge technology, and profound emotional storytelling. Founded on the philosophy that true luxury does not need to hide behind scarcity or inflated pricing, Ekatra Jewels is dedicated to bringing exceptional laboratory-grown diamond jewellery to the modern, independent woman.

As a proudly women-led brand, Ekatra Jewels is guided by a formidable team of visionaries. With co-founders including Pavitra Gandhi and Design Director Sussanne Khan, alongside investor and media powerhouse Ekta Kapoor, the brand represents a unique synergy of design, media, and business acumen. This dynamic leadership team is further elevated by co-creators and key partners such as Jennifer Winget, Pragya Kapoor, and Apoorva Mukhija AKA Rebel Kid, all of whom embody the quiet confidence and self-directed ambition that the brand celebrates.

At the heart of Ekatra's innovation is its signature IP, the Shristi Ratna™. Moving beyond the traditional 57 facets found in standard round diamonds, the Shristi Ratna™ is a patented, proprietary cut featuring exactly 108 facets. Inspired by the sacred significance of the number 108 in Indian spiritual traditions, symbolizing wholeness and cosmic alignment. This cut is masterfully engineered to deliver unprecedented fire and brilliance. Every Shristi Ratna™ is a Type II-A, IGI-certified laboratory-grown diamond, ensuring the highest standards of purity, ethical clarity, and responsible innovation.

"We believe in creating modern heirlooms, pieces that are relevant today and timeless tomorrow," said Pavitra Gandhi, Co-Founder of Ekatra Jewels. "Ekatra is about emotional luxury. We are designing for the woman who purchases jewellery for herself to commemorate milestones, memories, and personal transformations. Our use of laboratory-grown diamonds allows us to offer uncompromising quality and sculptural elegance while remaining entirely true to our values of conscious craftsmanship."

The brand's commitment to innovation extends beautifully to its gold jewellery through the Oh My Gold collection, co-created with Sussanne Khan. Utilizing proprietary hollow-construction technology, this collection delivers the visual impact of chunky, luxurious aesthetics while remaining up to 80% lighter than traditional solid gold. This breakthrough allows for maximum stylistic expression combined with effortless everyday comfort.

Ekatra's diverse portfolio of collections speaks to the nuanced aesthetics of its clientele. From the flagship Shristi Ratna™ to the culturally rooted Sacred Geometry, Chakras, and Divine Roots collections, every piece is designed with profound meaning. The brand's Universe in Motion, SOL 108, and Diamond Diaries collections further expand this narrative, offering restrained elegance and symbolic beauty that naturally outlives fleeting trends.

By seamlessly integrating celebrity-led content creation directly into the product lifecycle, Ekatra Jewels occupies a distinct white space in the market—bridging the gap between commodity direct-to-consumer offerings and legacy luxury houses. It is more than a jewellery brand; it is a celebration of feminine empowerment, designed for women who choose themselves and wear their confidence naturally.

Ekatra Jewels invites you to discover a world of timeless sophistication and meaningful sparkle. The collections are now available to explore at https://ekatrajewels.com.

About Ekatra Jewels

Launched in March 2026, Ekatra Jewels is a premier Indian D2C luxury jewellery house specializing in high-purity, IGI-certified laboratory-grown diamonds. With a focus on intentional craftsmanship and emotional resonance, the brand offers modern heirlooms that blend spiritual depth with sculptural elegance. Ekatra Jewels is committed to redefining luxury for the modern woman through transparency, innovation, and timeless design.

Media Contact

Ekatra Jewels
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