Sussanne Khan Joins Ekatra Retail Ventures, Debuts Lab-Grown Diamond Collection

Ekatra Retail Ventures, co-founded by Pavitra Gandhi, Sunny Sakaria, Sussanne Khan, Vasuki Punj, and Chirayu Yardi, entered the lab-grown diamond jewellery market with Shristi Ratna, a diamond crafted with 108 facets. The launch, timed to coincide with International Women's Day, announced Khan's formal move into a jewellery category that has been quietly reshaping how India's luxury consumer thinks about diamonds.

The centrepiece of the debut is not a collection in the conventional sense but a single, proprietary cut. Shristi Ratna is a lab-grown diamond meticulously engineered with 108 precisely crafted facets to redefine brilliance; each facet is strategically designed to enhance light performance, depth, and fire. Where a standard round brilliant carries 57 or 58 facets, Shristi Ratna's geometry is almost double that count, a deliberate architectural choice that the brand frames as both technical ambition and symbolic language. The 108 facets are described as symbolising a cosmic journey, drawing on the number's resonance across South Asian spiritual traditions. The stone serves as the defining signature around which every creation in the flagship launch collection is thoughtfully designed.

Khan, as co-founder and Design Director, will be joined by celebrated personalities Jennifer Winget, Apoorva Mukhija, and Pragya Kapoor, who will unveil distinct story-led collections reflecting their individual journeys and creative interpretations for Ekatra Jewels in the near future. The arrangement positions those collaborations less as celebrity endorsements and more as co-authored narratives, a distinction that matters in a market where consumers increasingly want jewellery to carry personal meaning rather than simply signal price.

Pavitra Gandhi said: "Partnering with Sunny Sakaria, Vasuki Punj, and Chirayu Yardi marks the beginning of an incredibly exciting journey for us. Bringing Sussanne Khan on board as Creative Director has been one of our most defining decisions, a reflection of our shared commitment to innovation, bold creativity, and delivering truly disruptive experiences in the world of jewellery."

Rahul Dayama has also joined as a partner, bringing deep expertise in building and scaling modern consumer brands. His presence signals that Ekatra is building for growth, not simply for editorial cachet.

The brand's official website launched on March 8, 2026, inviting audiences into an immersive digital experience that brings to life the philosophy, artistry, and collections behind the concept. Spearheaded by a strong female vision, the launch signals the start of a thoughtfully curated, women-led journey in accessible luxury and lifestyle.

What distinguishes Ekatra's debut from other lab-grown launches in India is the specificity of the design proposition. Rather than leading with sustainability credentials or price advantage over mined diamonds, the brand has anchored its identity to a single engineered stone and the stories that stone can hold. Whether the 108-facet configuration translates into measurable light performance gains beyond a standard ideal-cut brilliant is a question for independent gemological evaluation. What is already clear is that Ekatra has chosen craft and narrative as its primary language, and in a crowded category, that is a sharper opening move than most.