BlueStone invests Rs 25 crore in lab-grown diamond jewellery brand Ethera

Bengaluru-based laboratory-grown diamond jewellery brand Ethera has raised Rs 25 crore in funding from Bluestone, which has doubled down on its investment to support the brand’s next phase of growth and expansion.

Founded in 2024 by Nitesh Jain and Sharad Arora, Ethera is a design first contemporary jewellery brand that 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 brand said that its collections are designed to move seamlessly from everyday wear to personal milestones, reflecting individuality, confidence, and evolving personal style.

Ethera will use the raised capital to expand its physical retail footprint. Notably, it 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.

Additionally, the brand will invest in deepening its in-house design creation capabilities, strengthening its technology stack, and accelerating brand awareness to support sustained omnichannel growth.

“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,” said Sharad Arora.

“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,” Nitesh Jain added,