Ethera raises Rs 25 crore from BlueStone to accelerate growth and retail expansion

Ethera, a Bengaluru-based laboratory-grown diamond jewellery brand, has raised ₹25 crore from Bluestone, which has doubled down on its investment to support the brand’s next phase of growth and expansion. The development marks a continued commitment towards scaling Ethera’s market presence.

Ethera is well-positioned to serve this shift with a strong design pipeline, launching over 200 new designs every month, supported by a rigorous 40-point quality check across every piece.

Ethera is a design first contemporary jewellery brand built for the modern, confident woman. Ethera offers a wide range of classic and modern everyday designs crafted using IGI certified lab-grown diamonds and BIS hallmarked gold across categories including earrings, bracelets, solitaires, pendants, and necklaces.

The fresh capital will be primarily deployed to expand Ethera’s physical retail footprint. In a span of 1 year, the brand has already expanded and currently operates five retail stores in Bengaluru and Delhi, with multiple new locations set to go live in the coming weeks and several more already in the pipeline. Alongside retail expansion, Ethera will continue to invest in deepening its in-house design creation capabilities, strengthening its technology stack, and accelerating brand awareness to support sustained omnichannel growth.

Commenting on the announcement, Sharad Arora, Co-Founder Ethera, said, “Everything we’re building at Ethera starts from first principles: understanding the customer, the category and the long-term opportunity. That clarity is shaping Ethera into a brand defined by strong design, transparent values and a consistent experience across channels. BlueStone’s strategic backing strengthens our ability to expand our retail presence, deepen our supply-chain capabilities and build the operational backbone needed for the scale ahead.”

Nitesh Jain, Co-Founder Ethera, added, “Jewellery today is a powerful form of self-expression, and women are increasingly choosing pieces that reflect their individuality and life journeys. At Ethera, our focus has always been on design, quality, craftsmanship, and consistency. This capital enables us to expand our retail reach while continuing to invest in systems that deliver consistency and trust at every touchpoint.”