BlueStone-backed Ethera has launched its “Akshaya Tritiya Edit” ahead of the festival, positioning the collection around jewellery designed for regular use rather than single-occasion purchases.

The initiative reflects a shift in consumer behaviour, where traditional Akshaya Tritiya purchases—often gold coins held for investment—are being reconsidered in favour of wearable jewellery. The brand is aligning its offering with this change, focusing on designs intended for daily use.

The collection includes rings, earrings, pendants and wristwear, featuring lightweight formats and minimal designs. It incorporates lab-grown diamonds positioned as visually comparable to natural diamonds, but suited for frequent wear and accessible price points.

According to the company, customisation is available across 9KT, 14KT and 18KT gold, with finish options including yellow, rose and white gold. The range is structured to allow layering and repeat usage beyond the festive period.

Nitesh Jain of Ethera said, “India’s jewellery sales crossed Rs 12,000 crore during Akshaya Tritiya last year. Which is amazing, but what interests us is what happens after, the life a piece goes on to have. Does it stay locked away, or does it become part of your everyday? At Ethera, we design with that second life in mind.”

Akshaya Tritiya, to be observed on April 19 this year, remains a key consumption period for the jewellery sector. Ethera is also offering promotional discounts during the period, including reductions on making charges and diamond pricing.