New Premises
BlueStone-Backed Ethera Accelerates Expansion With Four New Metro Stores Across India
Lab-Grown Diamond Jewellery Brand Strengthens Presence In Bengaluru, New Delhi, and Gurugram, Taking Store Count To Nine
BlueStone-backed lab-grown diamond jewellery brand Ethera is accelerating its retail expansion with the launch of four new metro stores across India. The brand has opened two outlets in Bengaluru—located in Indiranagar and Electronic City—along with a new store at DLF Midtown, New Delhi, and is set to soon launch in Elan Miracle Mall, Gurugram.
With these additions, Ethera’s total brick-and-mortar presence rises to nine stores, marking a significant milestone within just a year of its first retail launch in June 2025. The expansion underscores the brand’s focus on metro markets, where demand for modern, design-led jewellery and self-expression continues to grow.
Speaking on the expansion, Sharad Arora, Co-founder, Ethera, said:
“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.”
Founded in 2024 by entrepreneurs Nitesh Jain and Sharad Arora, Ethera primarily targets first-time fine jewellery buyers seeking contemporary aesthetics. The brand introduces over 200 new designs every month, leveraging a strong omnichannel strategy to reach consumers.
Its collections feature IGI-certified lab-grown diamonds set in BIS-hallmarked gold, aligning with the evolving preference for sustainable and transparent luxury. With a growing footprint in high-footfall retail hubs across cities like Noida and Ghaziabad, Ethera is steadily positioning itself as a key player in India’s direct-to-consumer jewellery landscape.
New Premises
Prismara By KGK Group Launches Its First Retail Store In New Delhi, Introducing A New Era Of Lifestyle Jewellery
Prismara by KGK Group, India’s emerging lifestyle jewellery brand redefining modern luxury, has announced the launch of its first-ever physical retail store in the capital. Located at Ground Floor, Right Side Portion, A-89, Central Market, Lajpat Nagar, New Delhi – 110024, the store marks Prismara’s formal entry into offline retail and its debut in one of India’s most vibrant jewellery markets.
This milestone is more than a store opening—it marks Prismara’s official debut as a fully immersive, in-person lifestyle jewellery experience. Backed by the 120-year legacy of the KGK Group, Prismara brings to Delhi a distinctive proposition: the fusion of lab-grown diamonds with natural gemstones such as rubies, sapphires, and emeralds, sourced through KGK’s global mining and supply network.
Designed as a lifestyle jewellery destination rather than a traditional showroom, the Prismara store offers a warm, curated, and pressure-free environment. Customers can explore myriad collections including rings, earrings, pendants, bracelets, and charms while gaining a deeper understanding of craftsmanship, sourcing, and materials.
Every piece is crafted in 14k and 18k gold and available in rose, white, and yellow finishes. Each piece is also BIS hallmarked and certified, ensuring authenticity and transparency. Prismara stands apart in the lab-grown diamond space by moving beyond affordability and ethics, combining lab-grown diamonds with naturally sourced coloured gemstones to offer a distinctive lifestyle jewellery offering.
Saransh Kothari, CEO, Prismara, representing the fifth generation of the KGK Group, said:
“Natural gemstones carry the story of the earth. Lab-grown diamonds carry the story of what we can build. Prismara brings them together — not as a compromise, but as a statement. Delhi is where we bring that statement to life for the first time — where people can walk in, feel the pieces, and decide what they mean to them. We want people to wear color, play with it, and feel that what they put on actually matters.”
This fusion is powered by KGK Group’s vertically integrated global operations, spanning mines to retail across 20+ countries, with direct sourcing from Myanmar, Zambia, Tanzania, and Colombia, ensuring unmatched provenance among new-age jewellery brands. The collections include Ombre (gradient designs), Kaleido (vibrant multi-stone pieces), Flora & Fauna (nature-inspired), Forever Love (romantic jewellery), and Timeless Classic (everyday essentials).
Special Launch Offer
To celebrate the grand opening, Prismara is offering 0% making charges for the first 100 customers, exclusively at the Lajpat Nagar store.
Following its Delhi debut, Prismara plans to expand into Gurugram and Jaipur, with a focused, experience-led retail strategy. The brand aims to establish itself as India’s most credible and loved lifestyle jewellery brand for the new generation, bridging heritage craftsmanship with contemporary expectations.
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