After decades of creating stories that have resonated with millions, acclaimed producer and entrepreneur Ekta Kapoor is stepping into a new chapter — one that extends beyond entertainment and into the world of modern luxury. Ekta Kapoor partners with Ekatra Jewels.

More than a business collaboration, Ekta’s entry into Ekatra Jewels marks the beginning of a women-led movement designed to disrupt the traditional jewellery industry, bringing together storytelling, innovation, technology, and conscious craftsmanship for a new generation of Indian women.

For decades, Ekta Kapoor has shaped Indian culture by creating stories centred around powerful, ambitious women who challenge convention. At Ekatra Jewels, she now brings that same disruptive vision to jewellery, helping redefine jewellery not as something locked away for occasions, but as an everyday expression of identity, ambition, and self-worth.

Ekta Kapoor said:

“For generations, jewellery was treated as something women protected for occasions. I believe jewellery should move with women through everyday life, through ambition, work, celebration, travel, and self-expression. That’s what excited me about Ekatra. At Ekatra, we are building a brand that reflects the woman of today: conscious, expressive, independent, and unapologetically powerful,”

With Ekta Kapoor shaping the cultural and emotional voice of the brand, Ekatra Jewels is positioning itself as India’s first true Design · Technology jewellery house.

At the core of Ekatra Jewels’ innovation are its 100% IGI-certified lab-grown diamonds, including premium Type II-A diamonds — the purest and rarest category of diamonds in the world, known for their exceptional brilliance, chemical purity, and optical performance.

Leading the brand’s innovation is the flagship Shristi Ratna™, Ekatra Jewels’ patented 108-facet diamond cut. While traditional diamonds feature 57 facets, the Shristi Ratna™ is engineered with 108 facets to maximize fire, light return, and brilliance. Inspired by the sacred significance of the number 108 in Indian culture — symbolizing wholeness and cosmic alignment — the cut represents the fusion of ancient Indian philosophy with futuristic precision engineering.

Alongside Kapoor’s announcement, Ekatra Jewels also unveiled “Oh My Gold,” a collection co-created with Sussanne Khan. Using proprietary Hollow-construction Technology, the collection is engineered to be up to 80% lighter than traditional gold jewellery, liberating women from the burden of heavy occasion-wear and transforming gold into effortless, everyday luxury.

By combining Ekta Kapoor’s deep understanding of modern Indian women with Ekatra Jewels’ vision for conscious innovation, lightweight engineering, and future-facing diamonds, the brand is not simply entering the jewellery market — it is setting out to redefine it.

The future of Indian luxury is lighter, smarter, more conscious, and unapologetically female-led.