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Renowned producer and entrepreneur Ekta Kapoor has expanded her business portfolio by joining hands with Ekatra Jewels, marking her entry into India’s rapidly growing luxury jewellery sector. The collaboration aims to bring a fresh perspective to the industry by combining innovation, design, technology, and conscious craftsmanship with a strong focus on modern women.
Known for creating stories centered around ambitious and independent female characters, Kapoor said the partnership reflects her long-standing belief in empowering women through self-expression and individuality. She described the venture as an opportunity to build a contemporary brand that aligns with the aspirations and lifestyles of today’s women.
The brand has also unveiled a new jewellery collection, “Oh My Gold,” co-created with Sussanne Khan. The collection uses advanced lightweight engineering that makes the jewellery significantly lighter than traditional gold pieces, allowing it to be worn comfortably on a daily basis rather than only for special occasions.
At the heart of Ekatra’s offerings are IGI-certified lab-grown diamonds, including premium Type II-A diamonds, known for their purity and brilliance. The company has also introduced its patented Shristi Ratna™ diamond cut, featuring 108 facets, designed to enhance sparkle and light performance while drawing inspiration from the cultural significance of the number 108 in India.
With this strategic partnership, Ekatra Jewels aims to redefine luxury jewellery for a new generation of consumers by emphasizing sustainability, innovation, and accessibility. Industry observers believe the collaboration could help the brand establish a distinctive position in India’s evolving premium jewellery market while appealing strongly to modern, independent women.
