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. 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.
As per the brand, for decades, 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 Kapoor shaping the cultural and emotional voice of the brand, Ekatra Jewels is positioning itself as India’s first true Design · Technology jewellery house. 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, as per the brand.
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.
Ekatra Jewels is a women-led luxury jewellery house redefining Indian fine jewellery through the intersection of design, technology, culture, and conscious craftsmanship. Founded by Pavitra Gandhi, Vasuki Punj, Sunny Sakariya, Chirayu Yardi, Sussanne Khan and Ekta Kapoor. Ekatra Jewels is built for a new generation of women seeking luxury that is expressive, wearable, and future-facing. It’s positioned as India’s first Design · Technology · Content jewellery house.
The brand is further amplified through partnerships with influential cultural voices including Apoorva Mukhija, Jennifer Winget, and Pragya Kapoor, shaping a new era of conscious, modern, and women-led luxury
“For generations, jewelry was treated as something women protected for occasions. I believe jewelry should move with women through everyday life, through ambition, work, celebration, travel, and self-expression. That’s what excited me about Ekatra. At Ekatra, we are building a brand that reflects the woman of today: conscious, expressive, independent, and unapologetically powerful,” Kapoor said.
