Eternz
India, IN · 42 employees on LinkedIn · 7 known investors
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Eternz is a digital marketplace for jewelry that aggregates over 300 curated brands across multiple price points and styles—from fashion to fine jewelry. The platform combines data and AI-driven curation to deliver a personalized discovery experience inspired by traditional Indian jewelry bazaars.
Also known as Eternz
Founders & leadership
Investors · 7
Also in the syndicate · 2
Company profile
researched Aug 2026Eternz operates a curated vertical e-commerce marketplace for jewellery and watches in India. The platform brings together more than 300 verified brands spanning BIS-hallmarked gold (9K–24K), 925-certified silver, diamond pieces carrying IGI, GIA, SGL or IGL certification, lab-grown diamonds, designer labels, artisanal work and fashion/costume jewellery, as well as watches and related accessories such as cufflinks, waist belts, watch accessories and hand harnesses.
The storefront is organised around discovery: category navigation (earrings, rings, necklaces, mangalsutra, bangles, bracelets, anklets, nose pins, toe rings, pendants, idols and coins), editorial and curated collections, price-band browsing, gifting edits, trend-led and celebrity-inspired collections, and a virtual try-on feature. Brand partners listed on the site include Kushals, Heer by Giva, Palmonas, Touch 925, Salty Jewellery, Guess, Zavya, Kisna and Tangerine. Customer-facing commitments include free shipping, certification on gold and silver jewellery, returns and refunds governed by each partner brand's policy, and sourcing directly from brands.
The company positions itself as addressing consumer trust and discovery gaps in online jewellery buying, and states it works with artisans and designers — including women creators — to give them national distribution alongside established and international labels.
Founding story
Founder and CEO Arthi Ramalingam developed an early personal interest in jewellery and, while at IIM Ahmedabad, identified a market gap in India between low-quality fashion jewellery and high-end gold and diamond offerings. She first built and scaled a direct-to-consumer mass-premium jewellery brand over roughly 2.5 years, then worked in a marketplace setting where she observed that a proliferation of jewellery brands had made discovery, quality assurance and curation difficult for consumers. Eternz was created to address that gap.
Business model
Eternz runs a vertical marketplace model rather than holding its own brand: partner jewellery and watch brands list products, Eternz handles curation, discovery, storefront experience and order fulfilment coordination, while returns and exchanges follow each partner brand's stated policy. Brands are onboarded through a screening process that tests categories, verifies materials and assesses craftsmanship, with listings monitored and paused where quality issues arise.
Revenue derives from marketplace sales of partner-brand jewellery, watches and accessories transacted on the platform; payments are accepted via UPI, credit and debit cards, net banking, wallets and EMI, with cash on delivery available on orders up to ₹5,000 and processing through Razorpay and PhonePe.
Traction
The site lists more than 300 verified brand partners and publishes customer testimonials from buyers in Bangalore, Mumbai, Delhi, Coimbatore, Nagpur and Ernakulam. The founder has said the platform has given women artisans and designers national visibility, stable income and new customers.
Latest developments
A November 2025 founder interview describes Eternz as a VC-funded, operating marketplace spanning artisanal creations, contemporary silver, lab-grown diamond, designer labels and premium fashion collections, with an emphasis on artisan and women-creator visibility and a disciplined brand-onboarding process. The current storefront features seasonal and trend edits, virtual try-on and same-day delivery in some metros.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Eternz describes itself as India's first curated online jewellery marketplace and first dedicated tech-led marketplace for curated premium and artisanal jewellery, positioned in the segment between low-cost fashion jewellery and high-end gold and diamond retail. Kae Capital partner Sunitha Viswanathan cited the curated vertical marketplace model and growing millennial and Gen Z jewellery demand as the basis for the firm's investment.
Differentiation rests on multi-brand curation across metals and price points under one platform, certification and authenticity guarantees (BIS hallmarking on gold, 925 certification on silver, third-party diamond certification, direct sourcing from brands), a stringent brand-onboarding and ongoing quality-monitoring process, discovery tools such as virtual try-on, and fast delivery including same-day fulfilment in some cities.
Technology
The platform is described as tech-led, applying technology to jewellery discovery, brand storytelling and curation. Consumer-facing features on the site include virtual try-on, curated and editor-picked collections, shop-by-price and shop-by-people browsing, and a tool branded "Genie".
Go-to-market
Eternz sells primarily direct-to-consumer online through its website, using curated edits, editorial collections, trend and celebrity-inspired merchandising, gifting and price-tier browsing to drive discovery. Delivery is positioned as a differentiator, with ready-to-ship items delivered in 1–5 business days, made-to-order items in 7–10 business days, same-day delivery available in some metros, and high-value orders insured and shipped through premier logistics partners such as Blue Dart. The company has stated plans to add an offline experience centre to let customers physically evaluate jewellery.
Urban Indian consumers shopping for jewellery and watches across price points, including millennial and Gen Z buyers purchasing jewellery for everyday wear rather than only for special occasions, plus gifting and wedding-occasion buyers. On the supply side, the platform targets national and international jewellery brands, designers and artisans seeking online customer acquisition and distribution.
Geography
Operations are focused on India, with the company headquartered in Bengaluru, Karnataka and customer orders reported across cities including Bangalore, Mumbai, Delhi, Coimbatore, Nagpur and Ernakulam. The company has stated intentions to partner with international brands to establish their presence in the Indian market, and lists imported ranges such as Korean jewellery sourced from Seoul.
History
Eternz operates the eternz.com domain, registered in June 2023. In May 2024 the company announced a $1.15 million pre-seed round led by Kae Capital, with proceeds directed toward broadening its assortment from fashion and silver into gold and diamond, reaching urban Indian customers, onboarding international brands and building an offline experience centre. By late 2025 the platform listed over 300 brand partners and offered features including virtual try-on and same-day delivery in select cities.
Risks & controversies
The business depends on third-party brand partners for product quality, and returns and exchanges are governed by each partner brand's individual policy rather than a single platform-wide standard, which can create inconsistent customer outcomes. The company also faces execution risk in extending from fashion and silver into higher-ticket gold and diamond categories and in opening physical experience centres.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 2
launches, deals, and filingsEternz announced a $1.15 million pre-seed round led by Kae Capital with participation from Gemba Capital, IIMA Ventures, TDV Partners and Venture Lab; proceeds earmarked for expanding selection into gold and diamond, targeting urban Indian customers and onboarding international brands.
$1.1M source ↗
Alongside its pre-seed round, the company said it planned to open an offline experience centre so customers can touch and feel jewellery, complementing its online channel.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 8
primary sources listed
- Eternzeternz.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Eternz do?
- Eternz is an Indian online marketplace aggregating 300+ verified jewellery and watch brands across fashion, silver, gold and diamond.
- Who founded Eternz?
- Eternz was founded by Arthi Ramalingam.
- Who are Eternz's investors?
- Eternz's investors include Gemba Capital Venture Partners, Hyderabad Angels, IIMA Ventures, Kae Capital, TDV Partners.
- Where is Eternz headquartered?
- Eternz is headquartered in India, IN.