Meet Eternz, the startup fixing India's fragmented jewellery market

India has beauty, fashion, and electronics marketplaces, but one category has remained fragmented: jewellery. Today, a customer looking for something as simple as a pair of earrings often ends up toggling between three or four brand websites, scrolling endlessly through generic online listings, or walking into stores with no sense of quality or pricing standards.

The gap becomes even sharper in fashion jewellery, a fast-growing category meant for everyday wear, not investment. With no consolidated platform, buyers are split between high-end brands with limited styles and unbranded retailers where authenticity, material safety, and durability are unclear. On general marketplaces, trinkets priced at Rs 100 sit next to handcrafted pieces priced at Rs 10,000 with no context, curation, or guidance, creating confusion and eroding trust.

This fragmented landscape caught the attention of Arthi Ramalingam. An IIM Ahmedabad graduate, she led marketing at Udaan for five years before running her bootstrapped jewellery brand for more than two years. The experience offered her insight into how marketplaces operate and what brands need.

In April 2024, those insights led her to launch Eternz, a vertical marketplace designed to bring structure, choice, and credibility to India’s jewellery market. The platform curates verified brands and integrates AI-driven discovery to help users find designs based on personal style, occasion, and price.

“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 says.

The platform

Eternz offers jewellery across multiple materials and categories: silver, fashion jewellery, lab-grown diamonds, gold, and lightweight diamond pieces. The startup currently features 250+ brands, including established names like Giva, Caratlane, Fiona Diamonds, and international brands such as Guess, Daniel Wellington, and Ted Baker.

Eternz’s collection ranges from staples like earrings, rings, necklaces, bracelets, to nose pins, mangalsutra, and jewellery for men and children. Prices start at Rs 500 and go up to Rs 2,00,000 for premium pieces such as solitaire rings.

Silver accounts for around 50% of sales, with fashion and gold making up the rest. “Among product types, earrings are the easiest first purchase, followed by necklaces,” she adds.

The platform recently expanded into watches. “Our selection strategy involves curating brands rather than operating as an open marketplace,” Ramalingam says.

Eternz offers quick commerce with same-day delivery for select fast-moving products in Bengaluru, Mumbai, Delhi, and Gurugram. Standard marketplace orders take three to four days, while made-to-order pieces are delivered within 14 days. The founder says the company has seen strong repeat buying, with customers returning monthly as well as quarterly.

To maintain quality and consistency, Eternz has created a verification framework tailored to each jewellery category. Gold and silver pieces undergo lab verification to confirm hallmarking standards, including 92.5% silver or 14K/18K gold purity.

Fashion jewellery is wear-tested for a week to assess finishing, stone setting, comfort, and potential skin reactions. Brands are onboarded only after passing these checks. The startup also conducts ongoing quality checks; brands that fail to maintain standards are removed from the platform.

The tech behind the features

Eternz’s tech layer is built to solve one core problem: jewellery is personal, and buying it should feel personal too. The platform offers a virtual try-on tool designed to mimic the offline experience, helping shoppers see how a piece looks against their skin tone and face shape. A try-and-buy option further bridges the online-offline gap. "This delivers conversion rates nearly 3x higher than standard listings," Ramalingam says.

Sizing accuracy, another major friction point, is tackled with a virtual ring sizer. Users place an existing ring against their phone screen, adjust the digital tool to mark its outline, and shop with confidence.

To make browsing intuitive rather than overwhelming, Eternz has gamified discovery with its Vibe Game, a Tinder-style swipe interface where customers swipe right on styles they like and left on those they don't. The platform’s AI analyses these choices and personalises the homepage to match a user’s style preferences.

"This prevents customers from seeing heavy, blingy jewellery if they prefer minimalist styles, reducing scroll time and improving discovery," Ramalingam says.

For gifting, Eternz offers an AI-powered assistant where users input the recipient and occasion. The system then maps personas and events to relevant styles and generates curated recommendations.

These proprietary AI models, powering personalisation, gifting recommendations, search, and style prediction, are designed to address common pain points in jewellery shopping.

Funding and future plans

Eternz raised approximately $1.15 million (Rs 9.6 crore) in its pre-seed round in 2024, led by Kae Capital, with participation from Gemba Capital, IIMA Ventures, TDV Partners, and Venture Lab.

In October 2025, the company secured an undisclosed amount in pre-Series A funding, led by Multiply Venture Partners. This round saw participation from existing investors, Kae Capital, Gemba Capital, IIMA Ventures, and TDV Partners, alongside new investors Twin & Bull, and angel investors Raghunandhan (Taxi For Sure) and Nandan Reddy (Swiggy COO).

"We've grown 10x compared to last year," Ramalingam says. To continue this momentum, Eternz will use the capital to strengthen leadership, scale marketing initiatives and technology, and expand its portfolio to include lab-grown diamond brands and international jewellery labels.

Physical retail is planned for next year after the online business reaches certain milestones, with "Eternz Luxe" experience stores modelled after Nykaa Luxe. These stores will focus on international brands, which currently have limited presence in Indian retail, allowing customers to explore premium collections. The startup also plans to expand into adjacent categories like watches and scale its quick commerce offering to more Tier I cities.