Producer and entrepreneur Ektaa Kapoor is stepping into the world of luxury jewellery. The television and digital content czarina has announced her association with Ekatra Jewels, a contemporary brand founded by interior designer Sussanne Khan. Kapoor comes on board as an investor and partner, marking her latest entrepreneurial move beyond entertainment.
The collaboration brings together two longtime friends who share a vision for modern luxury. Ekatra positions itself as a brand for a new generation of women, focusing on design-led pieces that celebrate individuality and self-expression. Kapoor, known for creating some of India’s most beloved stories on screen, says this venture feels like a natural extension of her work.
A Natural Extension of Storytelling
Ektaa Kapoor has built a career around characters who forge their own paths. Now, she’s applying that same ethos to jewellery. “I’ve spent years creating stories about women who shape their own journeys,” she shared, adding that Ekatra reflects that belief in a tangible way. She described the opportunity to build something contemporary and meaningful for how women live and express themselves today as deeply exciting.
The producer emphasised that the brand isn’t just about accessories. “More than jewellery, it’s about celebrating self-expression and the stories we carry with us,” she said. For Kapoor, this move into lifestyle branding feels organic after decades of storytelling in television and OTT.
Friendship Turned Business
The partnership is built on a foundation of mutual admiration. Ektaa and Sussanne have shared a close friendship for years, and the business collaboration came together naturally. “Sussanne and I have shared a friendship built on mutual admiration and respect for many years, so collaborating through Ekatra felt incredibly organic,” Kapoor revealed. She noted that both women believe in creating brands that reflect the aspirations, individuality, and confidence of modern women.
Sussanne Khan, known for her work in interior design, brings her aesthetic sensibility to the jewellery line. The brand recently unveiled a new collection developed in collaboration with Khan herself, focusing on contemporary design and innovation. The duo’s synergy is evident in the collection’s modern aesthetic.
Redefining Luxury for Modern Women
Ekatra enters the luxury market at a time when younger consumers are seeking personalised, identity-driven products. The brand aims to cater to this shift by offering design-led pieces that go beyond traditional jewellery. Ektaa Kapoor summed it up: “Every generation gets to redefine luxury, and Ekatra is our way of creating a brand that resonates with the values, aspirations, and choices of modern women.”
For Kapoor, who remains deeply involved in entertainment, this partnership signals a broader interest in building lifestyle brands. As Ekatra begins its journey, the focus will stay on combining design, innovation, and personal expression. With two powerhouses like Ektaa Kapoor and Sussanne Khan at the helm, this jewellery brand is all set to sparkle — and yaar, it’s about time women got a luxury label that truly gets them.