Ethera, backed by BlueStone, has strengthened its retail footprint with the launch of new stores in Bengaluru (Indiranagar and Electronic City) and New Delhi (DLF Midtown), with an additional store set to open in Gurugram (Elan Miracle).
With these additions, the brand now operates nine retail stores within a year of launch, marking a significant milestone in its expansion strategy within India’s fast-evolving direct-to-consumer jewellery market.
Strengthening Presence Across Key Urban Markets
Ethera’s retail network now includes:
- 4 stores in Bengaluru
- 2 stores in New Delhi
- 1 store each in Noida, Ghaziabad, and Gurugram
These physical touchpoints are complemented by a growing digital platform serving customers nationwide.
The newly launched stores are strategically located in high-footfall retail hubs to maximise visibility and engagement. The DLF Midtown store in Delhi caters to premium urban shoppers, while the upcoming Gurugram outlet strengthens the brand’s presence in the NCR region.
In Bengaluru, Indiranagar targets a design-conscious, high-spending audience, while Electronic City connects with young professionals and millennials, enabling deeper market penetration.
Omnichannel Strategy Driving Growth
The stores follow a digital-first retail model, allowing customers to explore collections online while benefiting from in-store assistance before making purchase decisions. This hybrid approach aligns with evolving consumer behaviour in fine jewellery buying.
Leadership Perspective
“Everything we’re building at Ethera starts with a deep understanding of the customer, category, and long-term opportunity, shaping a brand rooted in strong design, transparent values, and a seamless omnichannel experience. Metro markets, with their affinity for modern jewellery and self-expression, are a natural fit for our expansion. Since launching our first store in June 2025, we’ve scaled to nine locations in under a year, reflecting strong demand and a clear shift towards more conscious, considered luxury.” said Sharad Arora, Co-Founder, Ethera.
Tapping into Lab-Grown Diamond Demand
India’s lab-grown diamond jewellery segment is witnessing rapid growth, driven by:
- Rising demand for everyday luxury
- Preference for ethical and transparent sourcing
- Increasing adoption among first-time fine jewellery buyers
Ethera is capitalising on this momentum with a robust design pipeline, launching over 200 new designs monthly, supported by a stringent 40-point quality check process.
Future Outlook
As Ethera enters its next growth phase, the brand is focused on expanding its retail footprint, enhancing immersive store experiences, and strengthening its technology-driven omnichannel ecosystem.
Positioned at the intersection of design, sustainability, and accessibility, Ethera continues to target younger consumers seeking jewellery as a form of self-expression.
