DiamondBuzz
BlueStone-Backed Ethera Launches Mother’s Day Campaign ‘I Am Not Like My Mother,’ Alongside A Curated Edit Of Everyday Fine Jewellery
Through A Heartfelt Digital Film and A Thoughtfully Curated Edit Of Everyday Fine Jewellery, Ethera Explores The Evolving Bond Between Mothers and Daughters While Encouraging Women To Choose Diamonds For Both Their Mothers and Themselves.
Ethera, a BlueStone-backed lab-grown diamond jewellery brand known for its everyday fine jewellery, has unveiled its Mother’s Day campaign, “I Am Not Like My Mother,” along with a thoughtfully curated edit for mothers. Rooted in emotion and quiet introspection, the campaign explores the layered, ever-evolving relationship between mothers and daughters.
The campaign’s emotional core comes alive through a 3:38-minute digital film that begins with women asserting how different they are from their mothers, only to gently unravel those beliefs through intimate, everyday confessions. As conversations unfold, a familiar pattern emerges — of pausing before spending on themselves, of finding joy in giving to others, of waiting for occasions to make a purchase feel more meaningful — revealing a deeply ingrained mindset shaped by upbringing and quietly inherited from their mothers. What starts as denial turns into recognition, as each woman confronts the subtle ways she mirrors the very woman she thought she was unlike.
The film culminates in a poignant realisation: that in their care and thoughtfulness, they are, in fact, just like their mothers — women who have always prioritised love and those around them. This Mother’s Day, the narrative turns that insight into action, urging daughters to gift their mothers the diamonds they never bought for themselves, and perhaps, finally, claim one for themselves too.
Extending this emotional thread into design, Ethera’s Mother’s Day edit translates sentiment into tangible expression. The collection features delicate, everyday pieces that carry meaning beyond their form, spanning from everyday solitaires, minimal pendants, and stackable rings to lightweight studs designed for effortless wear. Among them, a standout is a pendant inscribed with “माँ” (Maa) — a simple, deeply evocative piece designed to be worn close to the heart, capturing the intimacy and universality of that bond.
Capturing the essence of the campaign, Nitesh Jain, Co-founder, Ethera, said:
“With this campaign, paired with our Mother’s Day edit, we wanted to go beyond a narrative. We wanted to gently highlight that even when a daughter says, ‘I am not like my mother,’ she may be continuing parts of her story — the good, the complicated, and everything in between. Including the act of not choosing & getting a diamond for themselves, no reasons needed, just because. This was inspired by our observation that mothers, in their lifetime, either only got diamonds as gifts or never received one. With this campaign, we urge daughters to break that generational pattern & get their mothers a diamond of their choice. And one for themselves too.”
The campaign arrives at a time when jewellery is being redefined — not as something saved for milestones, but as something that fits naturally into everyday life. Increasingly, women are gravitating toward pieces that feel personal, versatile, and aligned with their values, with lab-grown diamonds emerging as a preferred choice for their accessibility and conscious appeal.
With this campaign, Ethera invites women to approach this Mother’s Day a little differently — to choose pieces that feel instinctive and personal, whether for their mothers, themselves, or both.
DiamondBuzz
Exceptional Platinum Jewelry Designs Win AGTA Spectrum Awards Competition
More than 60 platinum jewellery entries competed for top honours, recognising exceptional craftsmanship, innovative designs and the versatility of platinum across coloured gemstones and pearl jewellery.
Platinum Guild International (PGI), in partnership with the American Gem Trade Association (AGTA), is pleased to announce the Platinum Honors winners of the 2026 AGTA Spectrum Awards.
More than 60 platinum jewelry entries were submitted to the Platinum Honors category, which recognizes outstanding uses of platinum in colored gemstone and natural or cultured pearl jewelry across multiple categories, from Evening Wear to Engagement Rings. PGI also traditionally presents an award for Best Use of Platinum and Color.
The AGTA Spectrum Awards competition was held at the Omni Frisco Hotel at the Star in Dallas, where Jenny Luker, President, PGI USA, judged the Platinum Honors category.
“The AGTA Spectrum Awards bring together an extraordinary range of platinum jewelry, and the level of design innovation, technical execution, and artistry is exceptional,” said Luker. “It’s exciting to see so many talented designers exploring the material in different ways, creating intricate, distinctive pieces that showcase the versatility of platinum.”
AGTA CEO John W. Ford Sr. thanked PGI for its sponsorship of the Spectrum Awards and extended his congratulations to the Platinum Honors winners. “Receiving a Platinum Honors distinction from PGI is one of the industry’s highest achievements,” he said. “We were happy to see Platinum so well represented among the AGTA Spectrum entries, which increased by 21% this year.”
Platinum’s potential for design innovation and technical accomplishment was exemplified by several of this year’s AGTA Spectrum Award winners.
The Best of Show award and 1st Place in Classical Wear was awarded to “Can’t Look Away,” a necklace by Lezlie Slavens of Luxe Fine Jewelry and collaborators. The design features a carved Paraiba tourmaline backed in platinum, suspended from a diamond-accented platinum chain and illuminated by a magnet-activated LED light source.
The Art Deco-inspired “Horus Egyptian Revival” bracelet by Joseph Dardashti, in Platinum with Rubies, Sapphires, Emeralds, Diamonds, and Onyx, won 1st Place in the Spectrum Awards’ Evening Wear category and also received a Platinum Honors distinction in the same category.
Jeffrey Bilgore’s Mahenge Spinel and Diamond “Neuvelle Moi et Toi Forever” Platinum ring received the Stuller Color of the Year Award, a new category honoring exceptional interpretations of Stuller’s “Signature Red”, and won 2nd Place in the Spectrum Awards’ Classical category.
The honour of 1st Place in the Bridal category went to Niveet Nagpal of Omi Gems, Inc. for his Platinum ring featuring a 5.32 ct. Paraiba Tourmaline, accented by Tourmaline (1.05 ctw.) and Diamonds (0.69 ctw.).
New entrant Shelby Lichtenstein was awarded 1st Place in Engagement Rings with her Platinum “Something New, Something Blue” ring, featuring a 4.50 ct. blue emerald-cut Zircon accented by Diamonds (0.26 ctw.).
“Because of platinum’s durability, strength, and tensile properties, designers can achieve things that might not be possible with other metals,” said Luker. “Whether it’s intricate micro pavé work or delicate prongs, platinum allows for exceptional precision while ensuring that gemstones remain secure.”
Across all categories of the Spectrum Awards competition, noteworthy platinum jewelry trends included bezel settings in engagement rings, designs that paired platinum with moonstones for a dreamy, elegant white-on-white effect, and brooches for both men and women that incorporated multiple gemstone types in an array of cuts and sizes.
“The level of design this year was incredible,” said Luker. “I was particularly impressed by the innovation and execution. Platinum plays such a wonderful supporting role to gemstones, and that relationship has endured—and will endure—forever.”
AGTA Spectrum – Platinum Guild International (PGI) Platinum Honors
Best Use of Platinum & Color
Roland Krainz, Krainz Creations – Platinum “Ambrosia” necklace featuring Opals accented by Diamonds, Emeralds, Sapphires, and tsavorite Garnets (140.80 ctw.).
Best Use of Platinum Crown
Ricardo Basta, E. Eichberg, Inc. – Platinum “Everest” ring featuring a 9.70 ct. cushion-cut Tanzanite accented by Diamonds (1.67 ctw.).
Bridal Wear
Jeffrey Bilgore, Jeffrey Bilgore, LLC – Platinum “JuneStones for June Brides” necklace featuring a 27.02 ct. blue-sheen oval Moonstone accented by a 7.95 ct. natural conch Pearl, Alexandrites (3.23 ctw.), and Diamonds (10.36 ctw.).
Business/Day Wear
Gabriel Angulo, Pompos Jewelry Corporation – Platinum stretchable ring with titanium springs featuring a 5.42 ct. natural oval cabochon black Opal accented by Diamonds (5.15 ctw.) and Sapphires (3.28 ctw.).
Classical
Eve Streicker, Original Eve Designs, in collaboration with Rohan Agrawal – Platinum “Zellige” brooch featuring marquise-shaped Aquamarines (8.40 ctw.) accented by Diamonds (0.28 ctw.).
Engagement Rings
Underwood Design Team, Underwood’s Fine Jewelers – Platinum ring featuring a 3.66 ct. cushion-shaped Sapphire accented by Diamonds (1.22 ctw.).
Evening Wear
Joseph Dardashti, Joseph Dardashti, Ltd. – Platinum and 18K yellow gold “Horus Egyptian Revival” bracelet featuring Rubies (5.90 ctw.), blue Sapphires (3.75 ctw.), and Emeralds (0.70 ctw.) accented by Diamonds (6.50 ctw.) and Onyx (0.75 ctw.).
Innovative Design
Cari Goldman, Pieces by Cari, LLC, in collaboration with Alexsey Yarnikh – Platinum “Love Spun” ring featuring marquise crystal Opals (2.24 ctw.) accented by Diamonds (1.0 ctw.).
Men’s Wear
Ricardo Basta, E. Eichberg, Inc. – Platinum “Siren’s Relic” ring featuring a 5.35 ct. emerald-cut Zoisite.
These highlights offer a glimpse of the exceptional work recognized in the 2026 AGTA Spectrum & Cutting Edge Awards. We invite you to explore the complete collection of winning entries at AGTA.org and discover the artistry behind each award.
Many of the winning pieces will be on display during AGTA GemFair Tucson, January 31–February 4, 2027, at the Tucson Convention Center. For AGTA members and the wider trade, it is an opportunity to appreciate the gems and craftsmanship up close, connect with the community behind them and find inspiration for what comes next.
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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.