Ethera, a Bengaluru-based brand making lab-grown diamond jewelry, got ₹25 crore from BlueStone. This is BlueStone’s second investment, showing they believe in Ethera’s growth and plans to open more stores.
Founded in 2024 by Nitesh Jain and Sharad Arora, Ethera focuses on luxury designs, being eco-friendly, and what modern customers want. As more people in India want to shop responsibly, lab-grown diamond jewelry is becoming popular in the D2C market. Ethera mixes modern designs, clear sourcing, and good craftsmanship, which makes them stand out in the high-end fashion and lifestyle D2C area.
The ₹25 crore from BlueStone will mainly go towards opening more Ethera stores in big cities. Right now, they have five stores in Bengaluru and New Delhi, and they also sell online all over India. This mix of online and offline sales is a trend in the D2C market, where online brands are adding physical stores to build trust with customers and keep them coming back.
This funding shows that it’s helpful when D2C companies get more than just money. Partnering with companies like BlueStone can bring industry knowledge, supply chain support, and insights, which is very important as the D2C market gets bigger. This helps Ethera expand its stores while keeping up with quality and its brand image.
Co-founder Nitesh Jain said that Ethera has always cared about design, quality, craftsmanship, and making sure everything is consistent. He added that the money will help them open more stores and continue to invest in systems that make sure customers trust them at every step. This focus on systems is how the fastest-growing D2C brands are handling operations and brand image.
The investment comes at a good time. The lab-grown diamond jewelry market in India is growing fast, expected to increase by 35–40% each year. Because more people care about sustainability, affordability, and ethical sourcing, lab-grown diamond brands are doing well with younger, tech-savvy shoppers. Ethera’s position lets them appeal to both people who want luxury and those who want good value.
Overall, Ethera getting funding is part of a trend where fashion, lifestyle, and jewelry brands are becoming valuable in the D2C world. While there’s talk about D2C companies going public or getting bought out , brands like Ethera are working on building a strong base of stores and brand recognition first.
As the D2C market in India keeps changing, Ethera is an example of a new kind of brand that’s leading the way. With support, a good online and offline plan, and a growing market, Ethera is in a good spot to shape the future of lab-grown diamond jewelry in India.
