{"id":459,"date":"2025-11-24T18:55:57","date_gmt":"2025-11-24T13:25:57","guid":{"rendered":"https:\/\/www.sachinthakur.in\/blog\/?p=459"},"modified":"2025-11-24T18:55:58","modified_gmt":"2025-11-24T13:25:58","slug":"eternz-revolutionizing-the-world-of-jewelry-a-unique-story","status":"publish","type":"post","link":"https:\/\/www.sachinthakur.in\/blog\/eternz-revolutionizing-the-world-of-jewelry-a-unique-story\/","title":{"rendered":"Eternz: Revolutionizing the World of Jewelry \u2013 A Unique Story"},"content":{"rendered":"\n<p>Hello friends! Welcome to my blog, where we share real-world strategies and lessons through business case studies. Today, we&#8217;re talking about <strong>Eternz<\/strong> \u2013 a startup that&#8217;s transforming the Indian jewelry market into the digital world. Eternz isn&#8217;t just an online marketplace; it&#8217;s turning jewelry shopping into a personal and joyful experience. This case study will focus on Eternz&#8217;s journey, challenges, innovations, and future plans. Let&#8217;s break it down step by step.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_68_1 counter-hierarchy ez-toc-counter ez-toc-white ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.sachinthakur.in\/blog\/eternz-revolutionizing-the-world-of-jewelry-a-unique-story\/#About_Eternz_A_New_Age_Marketplace\" title=\"About Eternz: A New Age Marketplace\">About Eternz: A New Age Marketplace<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.sachinthakur.in\/blog\/eternz-revolutionizing-the-world-of-jewelry-a-unique-story\/#What_Problem_is_Eternz_Solving\" title=\"What Problem is Eternz Solving?\">What Problem is Eternz Solving?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.sachinthakur.in\/blog\/eternz-revolutionizing-the-world-of-jewelry-a-unique-story\/#What_is_the_Concept_of_Eternz\" title=\"What is the Concept of Eternz?\">What is the Concept of Eternz?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.sachinthakur.in\/blog\/eternz-revolutionizing-the-world-of-jewelry-a-unique-story\/#All_Categories_of_Eternz\" title=\"All Categories of Eternz\">All Categories of Eternz<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.sachinthakur.in\/blog\/eternz-revolutionizing-the-world-of-jewelry-a-unique-story\/#Investors_Funding_and_Valuation\" title=\"Investors, Funding, and Valuation\">Investors, Funding, and Valuation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.sachinthakur.in\/blog\/eternz-revolutionizing-the-world-of-jewelry-a-unique-story\/#About_the_Founder_Name_and_Overview\" title=\"About the Founder: Name and Overview\">About the Founder: Name and Overview<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.sachinthakur.in\/blog\/eternz-revolutionizing-the-world-of-jewelry-a-unique-story\/#Founders_Age_Background_Journey_How_She_Started_Eternz_Supporters\" title=\"Founder&#8217;s Age, Background, Journey, How She Started Eternz, Supporters\">Founder&#8217;s Age, Background, Journey, How She Started Eternz, Supporters<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.sachinthakur.in\/blog\/eternz-revolutionizing-the-world-of-jewelry-a-unique-story\/#Market_Problems_They_Are_Addressing\" title=\"Market Problems They Are Addressing\">Market Problems They Are Addressing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.sachinthakur.in\/blog\/eternz-revolutionizing-the-world-of-jewelry-a-unique-story\/#Their_Procurement_Process\" title=\"Their Procurement Process\">Their Procurement Process<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.sachinthakur.in\/blog\/eternz-revolutionizing-the-world-of-jewelry-a-unique-story\/#Their_Sales_Process\" title=\"Their Sales Process\">Their Sales Process<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.sachinthakur.in\/blog\/eternz-revolutionizing-the-world-of-jewelry-a-unique-story\/#Their_Work_Culture_Number_of_Employees_and_Head_Office\" title=\"Their Work Culture, Number of Employees, and Head Office\">Their Work Culture, Number of Employees, and Head Office<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.sachinthakur.in\/blog\/eternz-revolutionizing-the-world-of-jewelry-a-unique-story\/#What_Different_Things_They_Are_Doing\" title=\"What Different Things They Are Doing\">What Different Things They Are Doing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.sachinthakur.in\/blog\/eternz-revolutionizing-the-world-of-jewelry-a-unique-story\/#How_They_Are_Solving_Problems_in_a_New_Way\" title=\"How They Are Solving Problems in a New Way\">How They Are Solving Problems in a New Way<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.sachinthakur.in\/blog\/eternz-revolutionizing-the-world-of-jewelry-a-unique-story\/#Their_Future_Concepts\" title=\"Their Future Concepts\">Their Future Concepts<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.sachinthakur.in\/blog\/eternz-revolutionizing-the-world-of-jewelry-a-unique-story\/#Business_Lessons_For_Our_Students_and_Readers\" title=\"Business Lessons: For Our Students and Readers\">Business Lessons: For Our Students and Readers<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"About_Eternz_A_New_Age_Marketplace\"><\/span>About Eternz: A New Age Marketplace<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>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&#8217;s mission is to reinvent joy, trust, and connection between creators and wearers. It&#8217;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.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"What_Problem_is_Eternz_Solving\"><\/span>What Problem is Eternz Solving?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The Indian jewelry market is fragmented \u2013 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 &#8216;discovery engine&#8217; that brings the market&#8217;s joy to screens. It gives customers the freedom to explore without feeling overwhelmed.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"What_is_the_Concept_of_Eternz\"><\/span>What is the Concept of Eternz?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Eternz&#8217;s core concept is <strong>Individuality and Happiness<\/strong>. It connects jewelry not to trends, but to personal stories, moods, and spirits. By blending centuries-old market spirit with technology, it creates a &#8216;new-age bazaar&#8217;. AI for personalized recommendations, interactive tools for try-ons, and community features for connections \u2013 everything empowers the customer. Eternz says, &#8220;Jewelry is an extension of your story, not conformity.&#8221;<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"All_Categories_of_Eternz\"><\/span>All Categories of Eternz<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Eternz covers every variety of jewelry to make mix-and-match easy:<\/p>\n\n\n\n<ul>\n<li><strong>Fashion Jewelry<\/strong>: Trendy and affordable pieces.<\/li>\n\n\n\n<li><strong>Sterling Silver<\/strong>: Durable and stylish.<\/li>\n\n\n\n<li><strong>Demi-Fine<\/strong>: Mid-range quality, perfect blend.<\/li>\n\n\n\n<li><strong>Fine Gold\/Diamond<\/strong>: Premium and investment-worthy.<\/li>\n\n\n\n<li><strong>Watches<\/strong>: Branded timepieces that complement style.<\/li>\n<\/ul>\n\n\n\n<p>These categories are designed to cross budgets, styles, and materials, ensuring every customer finds the perfect match.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Investors_Funding_and_Valuation\"><\/span>Investors, Funding, and Valuation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Eternz recently raised <strong>$1.15 million (approximately \u20b99.6 crore)<\/strong> in a <strong>Pre-Series A funding round<\/strong> (in October 2025). This round was led by <strong>Multiply Venture Partners<\/strong>, with participation from <strong>Kae Capital, Gemba Capital, IIMA Ventures, TDV Partners<\/strong>, and others. Prior to this, there was a pre-seed round, bringing total funding to around <strong>$1.49 million<\/strong>.<\/p>\n\n\n\n<p><strong>Valuation<\/strong>: Post-funding valuation is <strong>\u20b949 crore<\/strong>. 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.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"About_the_Founder_Name_and_Overview\"><\/span>About the Founder: Name and Overview<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>Founder&#8217;s Name<\/strong>: <strong>Arthi Ramalingam<\/strong>. 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).<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Founders_Age_Background_Journey_How_She_Started_Eternz_Supporters\"><\/span>Founder&#8217;s Age, Background, Journey, How She Started Eternz, Supporters<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul>\n<li><strong>Age<\/strong>: Arthi is in her <strong>mid-30s<\/strong> (around 35 years old). (From the IIM-A 2013-2015 batch, indicating her early career.)<\/li>\n\n\n\n<li><strong>Background<\/strong>: Arthi&#8217;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 <strong>Udaan.com<\/strong>, focusing on e-commerce growth and customer experience.<\/li>\n\n\n\n<li><strong>Journey<\/strong>: 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 &#8216;discovery&#8217; in the digital world.<\/li>\n\n\n\n<li><strong>How She Started<\/strong>: Bootstrapped from Bengaluru in 2023, by bringing international and Indian brands onto one platform. Started with small curations, now at 180+ brands.<\/li>\n\n\n\n<li><strong>Who Supported Her<\/strong>: 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.<\/li>\n\n\n\n<li><strong>Relationship Status<\/strong>: Arthi&#8217;s relationship status is kept private in public information \u2013 not publicly disclosed.<\/li>\n\n\n\n<li><strong>Motivation<\/strong>: Arthi&#8217;s motivation comes from her student life \u2013 viewing jewelry as a source of personal joy. She wants to empower the industry, especially women entrepreneurs, turning jewelry shopping from confusion to happiness.<\/li>\n\n\n\n<li><strong>Partner<\/strong>: Personal life details are not public, but professional partners include Timex Group and investors. (No info on personal partner.)<\/li>\n<\/ul>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Market_Problems_They_Are_Addressing\"><\/span>Market Problems They Are Addressing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Eternz targets key market problems: fragmentation (thousands of brands, no single hub), impersonal experiences (lack of trust), confusion (overchoice), and limited personalization. India&#8217;s jewelry market is over $80 billion, but digital penetration is low. Eternz solves this with curated, AI-powered discovery.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Their_Procurement_Process\"><\/span>Their Procurement Process<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Eternz&#8217;s procurement is 100% authentic \u2013 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.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Their_Sales_Process\"><\/span>Their Sales Process<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Sales are simple and customer-friendly: Free shipping on orders \u20b9999+, 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.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Their_Work_Culture_Number_of_Employees_and_Head_Office\"><\/span>Their Work Culture, Number of Employees, and Head Office<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul>\n<li><strong>Work Culture<\/strong>: Eternz&#8217;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.)<\/li>\n\n\n\n<li><strong>Number of Employees<\/strong>: Approximately 20-30 (as an early-stage startup; exact figure not public, but in growth phase).<\/li>\n\n\n\n<li><strong>Head Office<\/strong>: <strong>Bengaluru, India<\/strong> \u2013 Based in the startup hub, perfect for tech and e-commerce.<\/li>\n<\/ul>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"What_Different_Things_They_Are_Doing\"><\/span>What Different Things They Are Doing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Eternz stands out as a <strong>vertical marketplace<\/strong> focused solely on jewelry, not general e-commerce. They highlight brand stories, not just products. Plans for offline experience centers blend digital-physical worlds.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"How_They_Are_Solving_Problems_in_a_New_Way\"><\/span>How They Are Solving Problems in a New Way<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>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 &#8216;discovery-first&#8217;, not &#8216;sales-first&#8217;.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Their_Future_Concepts\"><\/span>Their Future Concepts<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Business_Lessons_For_Our_Students_and_Readers\"><\/span>Business Lessons: For Our Students and Readers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>From Eternz&#8217;s story, we can learn 5+ valuable lessons:<\/p>\n\n\n\n<ol>\n<li><strong>Focus on Niche<\/strong>: Don&#8217;t go general; choose a vertical (like jewelry only) \u2013 it builds customer loyalty.<\/li>\n\n\n\n<li><strong>Blend Tradition with Tech<\/strong>: Innovate in old industries (like jewelry) by adding AI\/AR \u2013 it makes scaling easier.<\/li>\n\n\n\n<li><strong>Personalization is Key<\/strong>: Don&#8217;t offer &#8216;one-size-fits-all&#8217;; use AI for individual experiences, which boosts retention.<\/li>\n\n\n\n<li><strong>Use Funding for Growth<\/strong>: From Pre-Series A, invest in brand expansion and tech \u2013 choose strategic partnerships (like Timex).<\/li>\n\n\n\n<li><strong>Turn Motivation into Action<\/strong>: Convert personal passion (Arthi&#8217;s student life) into business \u2013 it provides sustainable momentum.<\/li>\n\n\n\n<li><strong>Build Trust First<\/strong>: Create customer confidence with certifications and direct sourcing, especially for high-value products.<\/li>\n<\/ol>\n\n\n\n<p>Eternz&#8217;s journey teaches us that passion, tech, and customer-focus can bring big revolutions in business. If you want to try Eternz, check out <a href=\"http:\/\/www.eternz.com\" target=\"_blank\" rel=\"noreferrer noopener\">www.eternz.com<\/a>. Any questions? Share in the comments! See you in the next post with a new story.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hello friends! Welcome to my blog, where we share real-world strategies and lessons through business case studies. Today, we&#8217;re talking about Eternz \u2013 a startup that&#8217;s transforming the Indian jewelry&hellip;<\/p>\n","protected":false},"author":1,"featured_media":462,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[4],"tags":[11],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.13 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Eternz: Revolutionizing the World of Jewelry \u2013 A Unique Story - SachinThakur.in<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sachinthakur.in\/blog\/eternz-revolutionizing-the-world-of-jewelry-a-unique-story\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Eternz: Revolutionizing the World of Jewelry \u2013 A Unique Story - SachinThakur.in\" \/>\n<meta property=\"og:description\" content=\"Hello friends! Welcome to my blog, where we share real-world strategies and lessons through business case studies. 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