Bengaluru-based lab-grown diamond jewellery startup Ethera has raised Rs 25 crore (approximately $2.75 million) in fresh funding from omnichannel jewellery brand BlueStone, which has doubled its investment in the company as it backs Ethera’s next phase of growth.
According to the company, the capital will be primarily deployed to expand Ethera’s offline retail presence, with multiple new store launches planned over the coming weeks. The startup also intends to invest in strengthening its in-house design capabilities, technology infrastructure, and brand-building initiatives to support long-term omnichannel growth.
Founded in 2024 by Nitesh Jain and Sharad Arora, Ethera operates in the lab-grown diamond jewellery segment, positioning itself at the intersection of design, accessibility, and modern retail. The brand follows an omnichannel model, combining physical stores with a growing digital footprint.
At present, Ethera operates five retail stores across Bengaluru and New Delhi, while serving customers across India through its online platform.
The company offers jewellery crafted using IGI-certified lab-grown diamonds and BIS-hallmarked gold, spanning categories such as earrings, bracelets, solitaires, pendants, and necklaces. Ethera claims to launch over 200 new designs every month, supported by internal quality control processes aimed at maintaining consistency and product standards.
The fresh infusion of capital comes at a time when lab-grown diamonds are gaining wider acceptance among Indian consumers, driven by changing preferences, design-led demand, and a growing focus on transparency and value.
With BlueStone deepening its commitment, Ethera is now looking to scale its retail footprint and build a brand that caters to India’s evolving jewellery buyer—one that values both design and conscious choices.
-By Muskan dengra
