Producer and entrepreneur Ektaa Kapoor has announced her association with Ekatra Jewels, a contemporary luxury jewellery brand designed for a new generation of consumers. The venture marks a fresh entrepreneurial milestone for Kapoor, who has built a successful career shaping some of India's most popular television and digital entertainment stories.
The collaboration also reunites Kapoor with renowned interior designer Sussanne Khan, a longtime friend and creative collaborator. Together, they aim to build a brand centered on modern luxury, individuality, and self-expression.
Speaking about the partnership, Kapoor said the venture reflects the themes she has championed throughout her creative journey. “For years, I have told stories about women who carve their own paths and define success on their own terms. Ekatra feels like a natural extension of that philosophy. What excites me most is the opportunity to create something contemporary and meaningful that resonates with how women live and express themselves today,” she said.
Kapoor also highlighted her enduring friendship with Khan, noting that their shared values made the collaboration feel effortless. “Sussanne and I have enjoyed a friendship rooted in mutual respect and admiration for many years, so coming together through Ekatra felt completely natural. We both believe in building brands that celebrate the aspirations, individuality, and confidence of modern women,” she added.
Reflecting on the evolving definition of luxury, Kapoor emphasized the importance of adapting to changing consumer expectations. “Every generation reimagines luxury in its own way, and Ekatra is our attempt to create a brand that aligns with the values, ambitions, and choices of today's women. More than jewellery, it is about honoring self-expression and the stories people carry with them,” she said.
According to the company, Ekatra recently introduced a new jewellery collection developed in collaboration with Khan. The collection focuses on contemporary craftsmanship, combining innovative design with modern aesthetics.
The launch arrives at a time when luxury brands are increasingly looking to engage younger consumers through personalized experiences and products that reflect individual identity. Ekatra aims to position itself within this evolving market by offering design-driven collections and contemporary styling.
For Kapoor, whose career has largely been defined by storytelling, the venture represents an expansion into a new creative arena. While entertainment remains her core focus, her association with Ekatra signals a growing interest in developing lifestyle brands that align with shifting consumer preferences.
As Ekatra embarks on its journey, its founders say their vision remains centered on creating jewellery that blends design, innovation, and personal expression for the modern woman.