Acclaimed entrepreneur and producer Ekta Kapoor has entered the fine jewellery space through a strategic partnership with Ekatra Jewels, marking a new chapter in her journey of building brands that resonate with modern Indian consumers.
The collaboration brings together Kapoor’s understanding of evolving consumer aspirations and Ekatra’s focus on innovation-led jewellery design. Positioned as a contemporary luxury brand, Ekatra aims to challenge traditional perceptions of jewellery by creating pieces designed for everyday confidence, self-expression and individuality rather than occasional wear alone.
At the heart of the brand’s offering are IGI-certified lab-grown diamonds, including premium Type II-A stones known for their exceptional purity and brilliance. Ekatra is also investing heavily in proprietary technologies that seek to differentiate its products within the growing luxury jewellery segment.
One of the brand’s key innovations is the Shristi Ratna™, a patented 108-facet diamond cut developed to enhance sparkle, fire and light performance. Inspired by the cultural significance of the number 108, the design combines traditional symbolism with advanced diamond-cutting engineering.
The company has also introduced “Oh My Gold,” a collection created in collaboration with Sussanne Khan. Leveraging specialised hollow-construction technology, the collection significantly reduces the weight of gold jewellery, offering a lighter and more wearable alternative for everyday use.
With a strong emphasis on design innovation, technology-driven craftsmanship and changing consumer lifestyles, Ekatra is positioning itself at the intersection of luxury, functionality and conscious jewellery creation. Kapoor’s involvement further strengthens the brand’s ambition to build a jewellery experience that reflects the values, aspirations and independence of today's consumers.
As the jewellery landscape continues to evolve, the partnership signals a growing shift toward products that prioritise innovation, comfort, sustainability and personal expression alongside traditional notions of luxury.
