Ethera Expands Retail Presence with New Metro Stores Across India

Lab-grown diamond jewellery brand Ethera, backed by BlueStone, is accelerating its retail expansion with the launch of multiple new outlets across key metro cities in India.

The brand has recently opened two new stores in Bengaluru—located in Indiranagar and Electronic City—along with a new outlet in New Delhi at DLF Midtown. Further strengthening its footprint in the National Capital Region, Ethera is set to launch another store in Gurugram, at Elan Miracle mall.

With these additions, the brand is strategically positioning itself in high-growth urban markets known for their evolving consumer preferences and appetite for contemporary jewellery.

Commenting on the expansion, co-founder Sharad Arora highlighted the brand’s customer-first philosophy. He noted that Ethera’s growth strategy is rooted in deep insights into consumer behavior, combined with a focus on modern design, transparency, and a seamless omnichannel experience. Metro cities, he added, provide the ideal environment for a brand that caters to self-expression and new-age luxury.

Since opening its first store in June 2025, Ethera has rapidly scaled to nine physical locations within a year, signalling strong traction and a growing shift toward conscious and design-led jewellery consumption. The brand primarily targets first-time fine jewellery buyers seeking contemporary aesthetics and accessible luxury.

Founded in 2024 by Nitesh Jain and Sharad Arora, Ethera has built a dynamic product pipeline, introducing over 200 new designs every month. Its collections are crafted using IGI-certified lab-grown diamonds and BIS-hallmarked gold, aligning with rising consumer demand for authenticity and sustainability.

With a growing presence in cities such as Noida and Ghaziabad, Ethera continues to strengthen its position in India’s fast-evolving direct-to-consumer jewellery market, blending digital reach with physical retail expansion.