Ethera, a lab-grown diamond jewellery brand backed by omnichannel retailer BlueStone, has announced the addition of four new stores across major Indian metropolitan areas. This expansion brings the company’s total physical retail count to nine outlets within a year of launching its first brick-and-mortar location.
The new facilities are situated in Bengaluru and the National Capital Region (NCR), targeting a growing demographic of consumers seeking modern jewellery designs and transparent values.
According to reports from Fashion Network, the two new stores in Bengaluru are located in the high-street districts of Indiranagar and Electronic City. In the NCR, the brand has opened a branch at the DLF Midtown shopping centre in New Delhi and is preparing to inaugurate another unit at the Elan Miracle mall in Gurugram.
These locations were selected based on their high consumer footfall and the regional affinity for contemporary, direct-to-consumer jewellery brands.
Retail Expansion and Omnichannel Strategy
The brand was launched in 2024 by entrepreneurs Nitesh Jain and Sharad Arora. Since the opening of its inaugural store in June 2025, Ethera has scaled its operations to nine locations in under twelve months. This rapid growth reflects a shift in consumer demand toward more conscious and considered luxury.
Co-founder Sharad Arora stated that the brand is built on an understanding of the long-term opportunities within the lab-grown diamond segment, focusing on strong design and a functional omnichannel experience.
The company currently introduces over 200 new designs every month, catering primarily to first-time fine jewellery buyers. By maintaining a presence in major metro markets, the brand aims to provide a physical touchpoint for consumers who research products online before making a purchase in-store.
All jewellery produced by the label features diamonds certified by the International Gemological Institute (IGI) and gold hallmarked by the Bureau of Indian Standards (BIS), ensuring a standardised level of quality and consumer protection.
Strategic Backing and Market Context
Ethera operates with the support of BlueStone, one of India’s leading omnichannel jewellery retailers. BlueStone, led by CEO Gaurav Singh Kushwaha, has been instrumental in providing the logistical and strategic framework for Ethera’s market entry.
This relationship allows Ethera to leverage established supply chains and retail expertise while operating as a distinct entity focused on the synthetic diamond market. In late 2024, BlueStone raised approximately Rs 900 crore from investors, including Prosus and Temasek, as reported by Business Standard, to fund its own expansion and support its subsidiary ventures.
The growth of lab-grown diamond brands in India is supported by favourable government policies and an increasing acceptance of man-made stones. In the 2023 Union Budget, the government abolished the basic customs duty on seeds used for manufacturing lab-grown diamonds, which has significantly reduced production costs for domestic players.
This regulatory environment has encouraged several traditional and digital-first jewellers to introduce lab-grown collections to cater to price-sensitive yet style-conscious younger consumers.
Future Outlook for Metro Markets
The addition of stores in Noida, Ghaziabad, and now Gurugram indicates a concentrated effort to dominate the high-spending Delhi NCR region. Industry analysts suggest that metro markets are the primary drivers of the lab-grown diamond sector due to higher awareness levels regarding the environmental and ethical benefits of synthetic stones.
Ethera’s focus on high-footfall retail hubs is intended to capture this demand through a mix of accessibility and premium store environments.
As the brand continues to expand, it remains focused on integrating its digital and physical channels. The ability to offer a vast catalogue of designs online while assuring physical trial and service in metro centres is a core component of its business model.
With the upcoming launch in Gurugram, the brand will further solidify its standing in the competitive Indian jewellery market, which is increasingly moving toward organised, branded retail formats.
