How Eternz Is Fixing India's Fragmented Jewellery

India’s jewellery market was ripe for disruption. Despite booming e-commerce in beauty, fashion, and electronics, the jewellery category remained fragmented and uncurated.

Customers often found themselves toggling between multiple websites or visiting brick-and-mortar stores with no clear sense of quality or pricing standards.

Fashion jewellery, especially, lacked a platform that brought together a wide range of designs while ensuring authenticity, safety, and durability. On existing marketplaces, trinkets priced at ₹100 were sold alongside premium pieces for ₹10,000—creating confusion and eroding trust.

Eternz saw this gap and, in April 2024, set out to create a vertical marketplace that could not only curate jewellery but also integrate AI to offer personalized discovery experiences.

The goal? To be the Nykaa of jewellery, offering curated, authentic, and trustworthy brands all in one place.

Eternz wasn’t just about creating another e-commerce platform—it was about transforming the way people shop for jewellery. Arthi Ramalingam, the founder, saw that customers were craving personalization and quality assurance in their jewellery buying experience. With this in mind, Eternz was designed to offer :

• A diverse range of jewellery : Silver, gold, fashion jewellery, lab-grown diamonds, and lightweight diamond pieces.
• 250+ verified brands, including both well-known Indian and international names.
• AI-driven discovery that helps users find jewellery based on their personal style, occasion, and budget.

“We wanted to make jewellery shopping easy, enjoyable, and trustworthy,” says Arthi. “Just like Nykaa did for beauty, we’re bringing structure to jewellery shopping by offering a curated experience.”

Unlike open marketplaces, Eternz has a curation-first approach, ensuring that only verified brands make it to the platform. Every piece of jewellery undergoes rigorous quality checks— whether it’s lab verification for purity in gold and silver, or wear-testing for fashion jewellery to ensure durability and comfort.

Key features include :

• AI-powered Virtual Try-Ons : Helping users see how jewellery will look against their skin tone and face shape.
• Personalized Shopping : The Vibe Game, a Tinder-style swipe interface, allows customers to find their preferred styles quickly. AI analyzes their choices to personalize their homepage, offering jewellery based on their style preferences.
• Size Accuracy : A virtual ring sizer that helps users shop confidently by measuring their ring size digitally.

Eternz is committed to a seamless experience, from browsing to buying, by providing quick commerce with same-day delivery in select cities, including Bengaluru, Mumbai, Delhi, and Gurugram.

Jewellery shopping is a personal experience, and Eternz has built its platform with this in mind. With AI-driven tools like :

• Personalized Recommendations : Based on the user’s previous interactions and preferences.
• AI-powered Gifting Assistant : Where users input the recipient and occasion, and the system generates curated recommendations.

The aim is to make jewellery shopping not just easy, but also engaging— a process that feels personal and intuitive, bridging the online-offline gap.

In a short time, Eternz has grown 10x, largely through organic marketing and word-of-mouth referrals from happy customers. The platform saw its first major success in 2024 when it raised $1.15 million in its pre-seed round, followed by a pre-Series A round in October 2025, led by Multiply Venture Partners and other investors.

With strong customer retention rates and growing demand, Eternz is already eyeing global expansion and plans to launch experience stores, similer to Nykaa Luxe, offering an immersive shopping experience for international jewellery brands.

Eternz has big plans for the future :

• Global Expansion : Taking the platform to international markets while maintaining its roots in India.
• Increased Focus on AI : Using machine learning to further personalize shopping and improve discovery.
• Physical Retail : Opening Eternz Luxe experience stores to showcase premium international jewellery collections.
• Adjacent Categories : Expanding into watches and scaling quick-commerce services in more cities.

For Arthi and her team, the key to Eternz’s success has been solving real problems in the jewellery market.

From curating verified brands to providing personalized shopping experiences, Eternz is focused on building trust with customers and transforming the jewellery-buying process from something fragmented to something seamless.

Arthi’s advice to entrepreneurs: “Solve problems that people genuinely face. Understand your customers, offer value, and the growth will come.”

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