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April 4, 2026BlueStone-backed Ethera adds four new metro stores in India
BlueStone-backed lab-grown diamond jewellery brand Ethera has launched two new stores in Bengaluru, opened a store in New Delhi, and will soon open an outlet in Gurugram as it seeks to strengthen its retail footprint in India. The fine jewellery brand’s new stores in Bengaluru are located at Indiranagar and Electronic City and its New Delhi store is situated at shopping centre DLF Midtown, announced a release on Thursday. In Gurugram, Ethera will set up shop in the city’s Elan Miracle mall as it seeks to solidify its presence in Delhi NCR and India’s rapidly evolving direct-to-consumer jewellery landscape.
The brand’s main target customer base includes first-time fine jewellery buyers looking for contemporary designs. Ethera’s store launches have taken its pan-India brick-and-mortar store total to nine, counting locations in cities including Noida and Ghaziabad which focus on high-footfall retail hubs.
Entrepreneurs Nitesh Jain and Sharad Arora launched Ethera in 2024 and the label today creates over 200 new designs every month, which retail with an omni-channel approach. Ethera’s jewellery is made with IGI-certified lab-grown diamonds and BIS-hallmarked gold.
