How Eternz is fixing India’s Fragmented jewellery market
For decades, buying jewellery in India meant two extremes. You either walked into a trusted, generations-old family showroom for heavy gold investments, or you sifted through chaotic local markets and massive e-commerce websites where Rs 100 trinkets sat right next to Rs 10,000 handcrafted pieces.
While beauty, electronics, and fashion found their dedicated digital havens, the broader jewellery market in India remained deeply fragmented. Finding everyday fashion jewellery, authentic 92.5 sterling silver, or modern lab-grown diamonds meant endlessly toggling between a dozen tabbed-open brand websites, never fully certain about material safety, pricing standards, or durability.
Enter Eternz. Launched in April 2024 by IIM Ahmedabad graduate Arthi Ramalingam, this vertical marketplace is positioning itself to become the "Nykaa of jewellery." By bringing trust, personalization, and over 250+ verified brands under a single digital roof, Eternz is bringing much-needed structure to a historically disorganized ecosystem.
Curation Over Chaos: The Unified Destination
Before founding Eternz, Ramalingam spent five years leading marketing at Udaan, followed by two years running her own bootstrapped jewellery brand. This dual perspective gave her firsthand insight into what modern consumers want and the scaling bottlenecks that independent brands face.
"Just as Nykaa consolidated beauty, personal care, and cosmetics into one authentic platform, Eternz brings together jewellery brands to provide a one-stop destination built on trust and discovery experiences," Ramalingam explains.
The strategy is working. Instead of operating as a free-for-all open directory, Eternz explicitly curates its brand portfolio. The platform already plays host to established homegrown giants like Giva, Caratlane, and Fiona Diamonds, alongside prestigious international labels such as Guess, Daniel Wellington, and Ted Baker.
By consolidating these distinct categories, the startup is successfully capturing the evolving preferences driving the massive jewellery market in India, where lightweight, everyday luxury is rapidly displacing heavy traditional trousseau buying.
Solving the Digital Trust Deficit
The primary barrier holding back the online evolution of the jewellery market in india has always been trust. How do you ensure the silver won't tarnish, the stones won't fall out, or the metal won't cause an allergic skin reaction?
To solve this, Eternz built a rigorous, category-specific verification framework:
Precious Metals: Every gold and silver piece undergoes strict lab verification to confirm hallmarking compliance, guaranteeing 92.5% silver or 14K/18K gold purity.
Fashion Jewellery: Instead of taking a supplier's word for it, pieces are wear-tested for a full week to check the durability of stone settings, overall finishing, and potential skin reactivity.
Continuous Auditing: Onboarding is just the first step. Eternz runs ongoing quality checks, and any brand that fails to maintain strict standards is immediately removed from the platform.
Beyond quality assurance, Eternz is systematically attacking logistical friction. The startup offers quick commerce with same-day delivery for select fast-moving items across major metros like Bengaluru, Mumbai, Delhi, and Gurugram, while standard marketplace orders arrive in three to four days.
Gamifying the Discovery Experience
Jewellery is deeply personal, yet traditional e-commerce grids make browsing feel like a chore. Eternz leverages an advanced proprietary AI tech layer to make online shopping mimic the interactive, high-touch feel of a physical boutique.
The Vibe Game
To eliminate endless scrolling, Eternz gamified product discovery using a swipe interface nicknamed the "Vibe Game." Users swipe right on aesthetics they love and left on those they don't. The background AI processes these real-time signals to instantly customize the user's homepage. If you prefer sleek, geometric minimalism, you will no longer be forced to wade through heavy, traditional bridal bling.
Bridging the Online-Offline Gap
Sizing and appearance uncertainty are major conversion killers in the digital jewellery market in India. Eternz combats this with:
Virtual Try-On & Ring Sizers: Shoppers can visualize how earrings or necklaces look against their specific skin tone and face shape. Additionally, users can place an existing ring directly on their smartphone screen, adjust a digital tool to trace its outline, and accurately find their size.
Try-and-Buy: A hybrid model allowing users to physically experience the item before finalizing payment. According to Ramalingam, these features have driven conversion rates nearly 3x higher than standard digital listings.
Capitalizing on Exponential Growth
The startup's tech-forward approach is resonating strongly with both consumers and investors. After securing a $1.15 million pre-seed round in 2024, Eternz raised an undisclosed pre-Series A round in October 2025 led by Multiply Venture Partners, alongside backing from existing institutional investors like Kae Capital and Gemba Capital, and prominent angels like Nandan Reddy (Swiggy COO).
With a phenomenal 10x year-over-year growth achieved by late 2025, Eternz is putting its capital to work by expanding into premium segments like lab-grown diamonds, widening its quick commerce reach, and scaling its curation framework.
Looking ahead through 2026, physical retail is the next frontier. The company is actively mapping out "Eternz Luxe" experience stores modeled after the omni-channel success of Nykaa Luxe. These physical footprints will specifically spotlight premium international brands that currently lack retail visibility in the country. By merging high-tech online personalization with a trusted, certified brick-and-mortar presence, Eternz is steadily rewriting the rules of the jewellery market in India.
FAQ
Q: How does Eternz ensure product quality?
A: It uses category-specific verification—lab testing for precious metals, week-long wear testing for fashion jewellery, and continuous auditing of brands.
Q: Does Eternz offer same-day delivery?
A: Yes, for select fast-moving items in major metros including Bengaluru, Mumbai, Delhi, and Gurugram.
Q: What are Eternz’s future plans?
A: The company plans to expand into lab-grown diamonds, strengthen quick commerce, and open “Eternz Luxe” physical experience stores.