Producer and entrepreneur Ekta Kapoor has joined Ekatra Jewels as an investor, marking her entry into the jewellery industry.

Kapoor's association with Ekatra Jewels brings together her understanding of consumer culture and storytelling with the brand's focus on lab-grown diamonds and contemporary jewellery design aimed at modern Indian consumers.

Founded as a lab-grown diamond jewellery brand, Ekatra Jewels offers IGI-certified diamonds, including Type II-A diamonds, a category known for its chemical purity and optical properties.

Among the brand's key offerings is Shristi Ratna, a patented 108-facet diamond cut developed by Ekatra Jewels. Traditional round diamonds typically feature 57 facets, while the Shristi Ratna cut has been designed with 108 facets, drawing inspiration from the cultural significance of the number 108 in India.

The announcement also coincides with the launch of the 'Oh My Gold', a collection co-created with Sussanne Khan. The collection uses hollow-construction technology to create lighter-weight gold jewellery intended for everyday wear.

With Kapoor joining as an investor, Ekatra Jewels is looking to strengthen its position within India's evolving jewellery market, where lab-grown diamonds and contemporary designs continue to gain traction among younger consumers.

Kapoor said, "For generations, jewellery was treated as something women protected for occasions. I believe jewellery 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."