Ekta Kapoor, Investor, Ekatra Jewels, joins Pavitra Gandhi, Founder, Ekatra Jewels, as the brand builds a women led fine jewellery house with lab grown diamonds, patented Shristi Ratna and lighter gold designs.
Ekta Kapoor has entered the jewellery sector as an investor in Ekatra Jewels, a women led fine jewellery brand focused on design, technology, culture and conscious craftsmanship.
The move marks a new chapter for Kapoor, who has spent decades shaping Indian entertainment through stories centred on strong women. With Ekatra Jewels, she is extending that cultural lens into jewellery, positioning it as an everyday expression of identity and ambition rather than something reserved only for special occasions.
“For generations, jewelry was treated as something women protected for occasions. I believe jewelry 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,” said Ekta Kapoor, Investor, Ekatra Jewels.
Ekatra Jewels is positioning itself as a design and technology jewellery house built for modern Indian women. The brand works with 100 percent IGI certified lab grown diamonds, including premium Type II A diamonds, known for chemical purity and high optical performance.
A key part of the brand’s offering is Shristi Ratna, its patented 108 facet diamond cut. While traditional diamonds generally feature 57 facets, Shristi Ratna has been designed with 108 facets to increase light return, fire and brilliance. The number 108 draws from its cultural meaning in India, where it is associated with wholeness and cosmic alignment.
Alongside Kapoor’s entry, Ekatra Jewels has also introduced Oh My Gold, a collection co created with Sussanne Khan. The collection uses hollow construction technology to make gold jewellery up to 80 percent lighter than traditional designs, aiming to make gold more wearable for everyday use.
Founded by Pavitra Gandhi, Vasuki Punj, Sunny Sakariya, Chirayu Yardi, Sussanne Khan and Ekta Kapoor, Ekatra Jewels is built for women seeking jewellery that is expressive, wearable and modern.
The brand is also working with cultural voices including Apoorva Mukhija, Jennifer Winget and Pragya Kapoor as it builds its presence in India’s fine jewellery market.
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