MUMBAI: After decades of creating stories that have resonated with millions, acclaimed producer and entrepreneur Ekta Kapoor is stepping...
MUMBAI: 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.
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.
"I’ve spent years creating stories about women
who shape their own journeys and define success on their own terms, and Ekatra
is a natural extension of that belief. What excites me most is the opportunity
to build something contemporary and meaningful for the way women live and
express themselves today. Sussanne and I have shared a friendship built on
mutual admiration and respect for many years, so collaborating through Ekatra
felt incredibly organic. We both believe in creating brands that reflect the
aspirations, individuality, and confidence of modern women. Every generation
gets to redefine luxury, and Ekatra is our way of creating a brand that
resonates with the values, aspirations, and choices of modern women. More than
jewelry, it’s about celebrating self-expression and the stories we carry with
us." Says Ekta Kapoor.
Talking about this partnership, Sussanne Khan said, “This collaboration is special because it brings together so many things
I genuinely care about design, innovation, and creating for modern women. I’ve
always wanted to make luxury feel effortless and wearable, and that’s exactly
what inspired this collection in Ekatra. The fact that this journey also
brought together long-standing friendships and a shared creative vision makes
it even more meaningful. It’s exciting to be part of something that celebrates
women who are constantly balancing ambition, individuality, and
self-expression.”
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.
No comments