Hello friends! Welcome to my blog, where we share real-world strategies and lessons through business case studies. Today, we’re talking about Eternz – a startup that’s transforming the Indian jewelry market into the digital world. Eternz isn’t just an online marketplace; it’s turning jewelry shopping into a personal and joyful experience. This case study will focus on Eternz’s journey, challenges, innovations, and future plans. Let’s break it down step by step.
About Eternz: A New Age Marketplace
Eternz is a digital platform that brings the magical feel of the traditional Indian jewelry market online. Here, 180+ curated brands come together under one roof, with AI-driven curation, interactive visuals, and smart filters making shopping easy and personalized. Eternz’s mission is to reinvent joy, trust, and connection between creators and wearers. It’s not just about selling products but making jewelry a tool for self-expression. The vision? To change how India discovers, shops, and connects with jewelry, blending tradition and the future.
What Problem is Eternz Solving?
The Indian jewelry market is fragmented – thousands of brands, but no unified platform. Shopping has become impersonal, confusing, and disjointed. People get lost between styles, materials, and budgets, and the lack of trust means no guarantee of authentic products. Eternz solves this by becoming a ‘discovery engine’ that brings the market’s joy to screens. It gives customers the freedom to explore without feeling overwhelmed.
What is the Concept of Eternz?
Eternz’s core concept is Individuality and Happiness. It connects jewelry not to trends, but to personal stories, moods, and spirits. By blending centuries-old market spirit with technology, it creates a ‘new-age bazaar’. AI for personalized recommendations, interactive tools for try-ons, and community features for connections – everything empowers the customer. Eternz says, “Jewelry is an extension of your story, not conformity.”
All Categories of Eternz
Eternz covers every variety of jewelry to make mix-and-match easy:
- Fashion Jewelry: Trendy and affordable pieces.
- Sterling Silver: Durable and stylish.
- Demi-Fine: Mid-range quality, perfect blend.
- Fine Gold/Diamond: Premium and investment-worthy.
- Watches: Branded timepieces that complement style.
These categories are designed to cross budgets, styles, and materials, ensuring every customer finds the perfect match.
Investors, Funding, and Valuation
Eternz recently raised $1.15 million (approximately ₹9.6 crore) in a Pre-Series A funding round (in October 2025). This round was led by Multiply Venture Partners, with participation from Kae Capital, Gemba Capital, IIMA Ventures, TDV Partners, and others. Prior to this, there was a pre-seed round, bringing total funding to around $1.49 million.
Valuation: Post-funding valuation is ₹49 crore. This funding will accelerate growth, expand the brand portfolio, and focus on tech innovations (like AR/VR). Eternz is now scaling with partnerships like Timex Group India.
About the Founder: Name and Overview
Founder’s Name: Arthi Ramalingam. She is the Founder and CEO of Eternz. Arthi is a visionary leader and a second-time entrepreneur in the jewelry space. Her background is strong in e-commerce growth and marketing, and she is a graduate of IIM Ahmedabad (IIM-A).
Founder’s Age, Background, Journey, How She Started Eternz, Supporters
- Age: Arthi is in her mid-30s (around 35 years old). (From the IIM-A 2013-2015 batch, indicating her early career.)
- Background: Arthi’s journey started in student life, where she loved mixing fashion jewelry with outfits. During her studies at IIM-A (2013-2015), she noticed the potential in the jewelry industry. After graduation, she worked as a marketing leader at Udaan.com, focusing on e-commerce growth and customer experience.
- Journey: Taking a break from the corporate world, she launched Eternz in 2023. Her vision was to unify the fragmented jewelry market. Inspired by her student days, she recreated ‘discovery’ in the digital world.
- How She Started: Bootstrapped from Bengaluru in 2023, by bringing international and Indian brands onto one platform. Started with small curations, now at 180+ brands.
- Who Supported Her: Investors (Kae Capital, Multiply Ventures, etc.) provided financial support. Mentors from Udaan and the IIM-A network offered guidance. Family and personal networks gave emotional support.
- Relationship Status: Arthi’s relationship status is kept private in public information – not publicly disclosed.
- Motivation: Arthi’s motivation comes from her student life – viewing jewelry as a source of personal joy. She wants to empower the industry, especially women entrepreneurs, turning jewelry shopping from confusion to happiness.
- Partner: Personal life details are not public, but professional partners include Timex Group and investors. (No info on personal partner.)
Market Problems They Are Addressing
Eternz targets key market problems: fragmentation (thousands of brands, no single hub), impersonal experiences (lack of trust), confusion (overchoice), and limited personalization. India’s jewelry market is over $80 billion, but digital penetration is low. Eternz solves this with curated, AI-powered discovery.
Their Procurement Process
Eternz’s procurement is 100% authentic – sourced directly from brands. They conduct strict quality checks and ensure certifications (for gold/silver). The curation process invites brands that match individuality and quality.
Their Sales Process
Sales are simple and customer-friendly: Free shipping on orders ₹999+, easy returns (hassle-free pickup and refunds), and certified products. AI recommendations boost cart value. Partnerships (like Timex) offer exclusive deals. In the future, AR try-ons will increase conversion rates.
Their Work Culture, Number of Employees, and Head Office
- Work Culture: Eternz’s culture is innovative and empowering, focusing on individuality and growth. The team is encouraged to promote creativity and customer-centricity. (Though some reviews mention challenges, the overall startup vibe is positive.)
- Number of Employees: Approximately 20-30 (as an early-stage startup; exact figure not public, but in growth phase).
- Head Office: Bengaluru, India – Based in the startup hub, perfect for tech and e-commerce.
What Different Things They Are Doing
Eternz stands out as a vertical marketplace focused solely on jewelry, not general e-commerce. They highlight brand stories, not just products. Plans for offline experience centers blend digital-physical worlds.
How They Are Solving Problems in a New Way
Traditional problems are solved with AI: Data-driven curation for personalization, interactive visuals for try-ons, and community tools for trust-building. It makes the market ‘discovery-first’, not ‘sales-first’.
Their Future Concepts
In the future: Adding global brands, AR/VR try-ons, personalized storytelling tools, and community platforms. Hybrid experiences via offline centers, and better recommendation engines. Goal: Make jewelry part of global expression.
Business Lessons: For Our Students and Readers
From Eternz’s story, we can learn 5+ valuable lessons:
- Focus on Niche: Don’t go general; choose a vertical (like jewelry only) – it builds customer loyalty.
- Blend Tradition with Tech: Innovate in old industries (like jewelry) by adding AI/AR – it makes scaling easier.
- Personalization is Key: Don’t offer ‘one-size-fits-all’; use AI for individual experiences, which boosts retention.
- Use Funding for Growth: From Pre-Series A, invest in brand expansion and tech – choose strategic partnerships (like Timex).
- Turn Motivation into Action: Convert personal passion (Arthi’s student life) into business – it provides sustainable momentum.
- Build Trust First: Create customer confidence with certifications and direct sourcing, especially for high-value products.
Eternz’s journey teaches us that passion, tech, and customer-focus can bring big revolutions in business. If you want to try Eternz, check out www.eternz.com. Any questions? Share in the comments! See you in the next post with a new story.
