Ethera, backed by BlueStone, opens new store at Gaur City Mall

Lab-grown diamond jewellery brand Ethera, backed by BlueStone, has expanded its offline presence by opening a new store at Gaur City Mall in Greater Noida. The launch is part of the brand’s strategy to strengthen its retail network across key markets in India.

Along with the Greater Noida outlet, Ethera has also opened stores in Indiranagar and Electronic City in Bengaluru, as well as at DLF Midtown in New Delhi. With these additions, the brand now operates nine stores across India, including four in Bengaluru, two in New Delhi, and one each in Noida, Ghaziabad, and Gurugram. The company also continues to serve customers through its online platform.

The new stores are located in high-footfall retail destinations to improve customer access and support the brand’s omnichannel growth strategy. Ethera follows a digital-first model that allows customers to browse collections online before visiting stores to explore products and complete their purchases.

The expansion comes as India’s lab-grown diamond jewellery market continues to grow, driven by rising demand for fine jewellery and increasing awareness of lab-grown diamonds. Ethera introduces more than 200 new designs every month, with every product undergoing a 40-point quality check before reaching customers.