Ekta Kapoor Enters Luxury Jewellery Market with Ekatra Jewels
Ekta Kapoor has joined Ekatra Jewels as an investor and partner, marking her entry into the luxury jewellery segment.
SociapaHQ
Producer and entrepreneur Ekta Kapoor has added another feather to her cap by investing in Ekatra Jewels as an investor and partner, marking her entry into the luxury jewellery segment.
The partnership is expected to support Ekatra Jewels’ growth ambitions as the company aims to expand its footprint in India’s fine jewellery market.
Ekatra is a women-led luxury jewellery brand that combines contemporary design, technology-driven innovation and conscious craftsmanship. The company is looking to alter the way consumers interact with fine jewellery, encouraging everyday wear rather than the purchase of fine jewellery for weddings, celebrations and special occasions.
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Everyday Luxury:
The brand is appealing to today’s consumers who are looking for jewellery that blends style, practicality and self-expression.
Kapoor said the partnership is aligned with the brand’s vision and changing consumer attitudes towards jewellery.
“For generations, jewellery was the thing women saved for occasions. I think jewellery should accompany women through everyday life, through ambition, work, celebration, travel and self-expression. That’s what excited me about Ekatra.” “We are creating a brand at Ekatra that speaks to the woman of today: conscious, expressive, independent and unapologetically powerful,” she said.
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New Collection:
The company said its inventory includes IGI-certified lab-grown diamonds, including Type II-A diamonds. It has also created the patented Shristi Ratna diamond cut that has 108 facets for maximum brilliance and light performance.
Alongside Kapoor’s foray into the business, Ekatra launched “Oh My Gold”, a jewellery collection co-created with interior designer and entrepreneur Sussanne Khan.
The company said the collection is crafted with the hollow-construction technology to produce lighter gold jewellery pieces for daily wear and everyday use.
Pavitra Gandhi, Vasuki Punj, Sunny Sakariya, Chirayu Yardi, Sussanne Khan and Ekta Kapoor founded Ekatra Jewels.
