Ethera, a BlueStone-backed laboratory-grown diamond jewellery brand focused on everyday fine jewellery using lab grown diamonds, has launched new retail stores in Bengaluru (Indiranagar and Electronic City) and New Delhi (DLF Midtown) with a fourth store in Gurugram (Elan Miracle) set to open shortly, marking a significant milestone in the brand’s ongoing retail expansion journey. These launches further strengthen Ethera’s presence in India’s rapidly evolving direct-to-consumer jewellery landscape. Particularly among a growing base of first-time fine jewellery buyers seeking modern, design-forward pieces. 

With these additions, Ethera now operates nine retail stores across Bengaluru (4 stores), two stores in New Delhi and one each in Noida, Ghaziabad and Gurugram, alongside a strong and growing digital network serving customers across India. The brand has several more store launches planned with additional locations already in the pipeline.

Strategically located within high-footfall, high-intent retail hubs, these stores are designed to maximise visibility and deepen engagement with Ethera’s core audience. The New Delhi store at DLF Midtown, Motinagar, is positioned within one of the capital’s most sought-after lifestyle destinations, frequented by both discerning local shoppers and tourists. Similarly, the Gurugram store strengthens Ethera’s footprint in the NCR region, tapping into a premium, urban consumer base with high purchasing intent. Surrounded by a vibrant mix of premium retail, dining, and entertainment, these locations ensure consistent exposure to a high-value audience.

In Bengaluru, Ethera’s stores in Indiranagar and Electronic City tap into two of the city’s most dynamic and culturally distinct micro-markets. While Indiranagar attracts a design-conscious, high-spend urban audience, Electronic City offers access to a dense concentration of young professionals and working millennials. Together, these locations allow Ethera to embed itself seamlessly into the daily lives and consumption patterns of Bengaluru’s modern consumers. Commenting on the expansion,

Sharad Arora, Co-Founder, Ethera, said: “Everything we’re building at Ethera starts with a deep understanding of the customer, category, and long-term opportunity, shaping a brand rooted in strong design, transparent values, and a seamless omnichannel experience. Metro markets, with their affinity for modern jewellery and self-expression, are a natural fit for our expansion. Since launching our first store in June 2025, we’ve scaled to nine locations in under a year, reflecting strong demand and a clear shift towards more conscious, considered luxury.”

The newly opened stores follow Ethera’s digital-first retail format, designed for today’s consumer who prefers to explore online but seeks the confidence of a physical touchpoint before purchase. Customers can browse collections digitally while receiving in-store assistance, particularly suited to fine jewellery buying journeys.

India’s lab-grown diamond jewellery market is witnessing strong momentum, driven by evolving consumer preferences, increasing demand for everyday luxury, and a growing inclination toward ethical and transparent alternatives. Ethera is well-positioned to capitalise on this shift, supported by a robust design pipeline that introduces over 200 new designs every month, alongside a rigorous 40-point quality check across every piece.

As Ethera enters its next phase of growth, the brand remains focused on positioning jewellery as a form of self-expression. The company continues to invest in immersive retail formats, enhanced design capabilities, and a stronger technology stack to drive sustained omnichannel growth. Its collections span both everyday and occasion-led jewellery, positioning the brand strongly among younger consumers entering the organised jewellery market.