What Eternz does

Eternz Fashion Private Limited, founded in April 2024 by Arthi Ramalingam and headquartered in Bangalore, operates India's first curated online jewelry marketplace. The platform aggregates 300+ verified jewelry brands offering BIS-hallmarked gold (9K-22K), 925-certified sterling silver, fashion jewelry, lab-grown diamonds, and watches under a single digital storefront accessed via web and mobile apps (iOS and Android). The technology stack includes AI-driven product discovery, an AR-powered Virtual Try-On feature using phone cameras, and a Virtual Ring Sizer tool that addresses key purchase-friction points in online jewelry buying. Distribution is direct-to-consumer with same-day delivery available in five metros (Bengaluru, Mumbai, Delhi, Noida, Gurgaon), Blue Dart handling insured shipping for higher-value orders, and payments processed via Razorpay and PhonePe.

The business operates a hybrid revenue model combining marketplace commissions on transactions between listed brands and consumers with margin from direct product sales sourced from partner brands. Pricing varies widely by metal purity, diamond certification (IGI/GIA/SGL/IGL), and craftsmanship, ranging from fashion jewelry under ₹2,000 to engagement and wedding rings exceeding ₹5 lakhs. The customer base is horizontally segmented across individual consumers (women and men) for daily, office, party, wedding, and gifting use cases, with secondary segments serving jewelry brands seeking digital distribution and wedding/bridal and gift shoppers.

The company has raised approximately $1.15M in pre-seed funding in April 2024 and a Pre-Series A round in October 2025 led by Multiply Venture Partners, with participation from Kae Capital, Gemba Capital, IIMA Ventures, TDV Partners, Twin & Bull, and angel investors. A strategic partnership with Timex Group India was also announced in October 2025 to onboard international and watch brands, supporting the company's stated objective to become a billion-dollar platform within three years. The team is small (1-10 employees), and revenue figures have not been publicly disclosed.

Name

Eternz

Legal name

Eternz Fashion Private Limited

Website

https://eternz.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

Eternz is a Bangalore-based curated online jewelry marketplace founded in 2024, aggregating 300+ verified Indian and international jewelry brands across gold, silver, fashion, lab-grown diamonds, and watches. It serves individual Indian consumers via web and mobile app with AI-driven discovery, AR Virtual Try-On, Virtual Ring Sizer, and same-day delivery in five metros.

Ownership category

akta.pro rank

Product category

Online Jewelry Marketplace

NAICS

Jewelry Retailers (45831)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Fine Jewelry Retail (Precious Metals & Gemstones) (CRAKAGAA)

akta.pro secondary industries

Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC), Bridal & Engagement Jewelry Retail (CRAKAGAC), Diamond Jewelry (CRAKAAAA)

Keywords

• Online jewelry marketplace
• Multi-brand jewelry platform
• Verified jewelry brands
• Lab-grown diamonds
• Virtual try-on jewelry

Headquarters

HQ city

Bangalore

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Supply Chain, Operations, Personnel

Revenue model

1. Marketplace Commission / Transaction Fee: Eternz operates as a multi-brand marketplace platform hosting 300+ verified jewelry brands. Revenue is generated through commissions on sales transactions between brands and consumers on the platform. Brands list products and pay a transaction fee or commission when items are sold through the Eternz marketplace.
2. Direct Product Sales: The platform also facilitates direct sales of jewelry products sourced from partner brands, earning margin on transactions. Products include BIS hallmarked gold, 925 certified silver, fashion jewelry, lab-grown diamonds, and watches.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Eternz operates India's first curated online jewelry marketplace, aggregating 300+ verified jewelry brands onto a single platform. The platform sells BIS hallmarked gold (9K-22K), 925 certified silver, fashion jewelry, IGI/GIA/SGL/IGL certified natural and lab-grown diamonds, and watches, supported by AI-driven discovery, AR-powered Virtual Try-On, Virtual Ring Sizer, and same-day delivery in select Indian cities.

Product overview

Eternz is India's first curated online jewelry marketplace operating a platform-plus-categories architecture. The core Eternz Marketplace platform brings together 300+ verified brands offering BIS hallmarked gold (9K-24K), 925 certified silver, fashion jewelry, watches, and lab-grown diamonds. Key product categories include Gold Jewelry, 925 Sterling Silver Jewelry, Fashion Jewelry, Lab Grown Diamonds, Watches Collection, Men's Jewelry, Kids Jewelry, and Bridal Jewelry. Featured sub-categories span Engagement Rings, Wedding Rings, Anniversary Rings, Festive Rings, Earrings, Rings, Necklaces, Bangles, Bracelets, and more. Add-on services include Same-Day Delivery in select cities, Virtual Try-On (AR-powered camera visualization), and Virtual Ring Sizer. Notable partner brands include GIVA, Kushals, Palmonas, Carlton London, Kisna, and Timex (via Timex Group India partnership).

Differentiator

Problem solved

Functional benefit

Products and services

• Eternz Marketplace Multi-brand online marketplace platform aggregating 300+ verified jewelry brands across gold, silver, fashion, diamonds, and watches under one storefront, targeting Indian consumers seeking authenticated jewelry.
• Gold Jewelry BIS hallmarked gold jewelry available in 9K, 14K, 18K, and 22K purity, including earrings, rings, necklaces, bracelets, bangles, and mangalsutras, sourced from 300+ verified brands on the platform.
• 925 Sterling Silver Jewelry 925 certified silver jewelry including earrings, bracelets, rings, charms, pendants, bangles, nose pins, and idols/coins, certified for 92.5% pure silver content.
• Fashion Jewelry Trendy fashion jewelry including anti-tarnish pieces, pearl jewelry, gold vermeil, statement earrings, and contemporary designs from multiple partner brands on the marketplace.
• Lab Grown Diamonds IGI, GIA, SGL, or IGL certified lab-grown diamond jewelry including rings, earrings, and pendants, offering 70-90% savings compared to natural diamonds.
• Watches Collection Watches from brands including Timex, Guess, Versace, Roberto Cavalli, Just Cavalli, Giordano, Esprit, Daniel Hechter, GC, Swiss Eagle, Adidas Originals, and Salty, available through the marketplace.
• Bridal Jewelry Collection Wedding jewelry including maang tikka, chuda/bangles, head accessories, nose pins, and complete bridal sets, catering to both traditional and modern bridal aesthetics.
• Same-Day Delivery Express delivery service available in Bengaluru, Mumbai, Delhi, Noida, and Gurgaon for eligible orders with cut-off times, accelerating conversion for last-minute purchases.

Quantifiable outcome

• 300+ verified brands hosted on the platform, with support for over 200 brands mentioned in some sources
• +2 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability4 records

Feature4 records

Partnerships

One partnership is on record.

• Timex Group IndiacoreStrategic or Co-development Partner · 1 October 2025Eternz announced a strategic partnership with Timex Group India in October 2025 to onboard global and international jewelry brands onto its marketplace. This partnership enables Eternz to expand beyond Indian brands into watches and luxury international jewelry, aligning with its goal to become a billion-dollar platform within three years.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Caratlane: Caratlane (a Titan Company subsidiary) is India's largest online-first jewelry retailer offering gold, diamond, and solitaires across engagement, wedding, and everyday wear. Directly comparable to Eternz as an online jewelry marketplace with strong brand trust and national logistics infrastructure.
• BlueStone: BlueStone is a venture-backed online jewelry retailer in India offering gold, diamond, and platinum jewelry. Comparable to Eternz as a digitally-native jewelry brand targeting the same urban Indian consumer with a curated catalog and home try-on / virtual try-on features.
• Melorra: Melorra is a Bangalore-based online jewelry platform offering lightweight gold and diamond jewelry for daily wear. Comparable to Eternz on the D2C-online-jewelry axis, with a similar tech-driven discovery model and Indian metro customer base.

Emerging players

• GIVA: GIVA is a Bangalore-based online-first silver and gold-plated jewelry brand. Comparable to Eternz as it operates in the same category, sells via its own D2C site and is also a partner brand on Eternz, making it both a competitor and a supplier relationship.
• Palmonas: Palmonas is a D2C fashion jewelry brand offering anti-tarnish and contemporary designs. Comparable to Eternz as an online-first emerging jewelry brand, and also a partner brand on the Eternz marketplace.

Broad incumbents

• Tanishq (Titan Company): Tanishq is India's largest jewelry brand operated by Titan Company, with thousands of physical stores plus an online channel. Comparable as the dominant incumbent that defines consumer trust benchmarks in Indian jewelry and competes across every category Eternz enters.
• Malabar Gold & Diamonds: Malabar is one of the largest jewelry retail chains in India and the GCC with a growing online presence. Comparable as an established multi-brand-style retailer that competes with Eternz on trust, range, and price across gold and diamond jewelry.
• Joyalukkas: Joyalukkas is a major Indian jewelry chain with global store footprint and an e-commerce platform. Comparable as a broad incumbent competing for the same Indian wedding, festive, and gifting occasions that drive Eternz's customer demand.

Regional players

• Kushals Fashion Jewellery: Kushals is a South India-based traditional and fashion jewelry retailer with physical stores and an online channel. Comparable to Eternz as a multi-category jewelry seller with strong wedding and occasion-wear offerings, and a partner brand on Eternz.
• CaratLane (US-Caratlane overlap) / Angara: Angara is a US-based online jewelry retailer specializing in certified diamonds and gemstones with international shipping. Comparable as a tech-forward, certification-led online jewelry player that competes for cross-border jewelry buyers — relevant context for Eternz's international brand ambitions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Eternz.NeonsFashion
• Instagraminstagram.com/eternz_jewelry

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors8 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Eternz