Producer and entrepreneur Ekta Kapoor has announced her collaboration with Ekta Jewels, a contemporary luxury jewelery brand that aims to cater to the new generation of consumers. The venture marks a new entrepreneurial chapter for Kapoor, who has built his career creating some of the most popular stories in Indian television and digital entertainment.
Ekta Kapoor joins Sussanne Khan’s Ektra Jewels as investor and partner: “It’s about celebrating self-expression”
The collaboration also brings together Ekta Kapoor and interior designer Sussanne Khan, longtime friends, who are now working together on a brand based around modern luxury, individuality and self-expression.
Speaking about the association, Ekta said that the venture is closely aligned with the themes she has explored throughout her creative career. She said, “I’ve spent years creating stories about women who shape their own journeys and define success on their own terms, and Unity is a natural extension of that belief. What excites me most is the opportunity to create something contemporary and meaningful for the way women live and express themselves today.”
Kapoor also reflected on his long-standing friendship with Sussanne Khan and how that relationship contributed to the collaboration. She added, “Suzanne and I have shared a friendship built on mutual admiration and respect for many years, so it felt incredibly organic to collaborate through Unity. We both believe in creating brands that reflect the aspirations, individuality and confidence of modern women.”
The manufacturer also talked about the changing perceptions of luxury and the need for brands to evolve along with consumers. She added, “Every generation redefines luxury, and the unity is our way of creating a brand that resonates with the values, aspirations and choices of modern women. More than jewellery, it is about self-expression and celebrating the stories we carry with us.”
According to the company, Ekta has recently introduced a new collection developed in collaboration with Sussanne Khan. The collection focuses on contemporary design and aims to blend innovation with modern aesthetics.
The launch comes at a time when luxury brands are trying to connect with young consumers through personalized experiences and products that reflect personal identity. Ekatra positions itself in this evolving landscape by focusing on design-led offerings and contemporary styling.
For Kapoor, whose career has largely revolved around storytelling, the move represents an expansion into a different creative space. While entertainment remains his primary focus, his association with Ektara reflects his interest in building lifestyle brands that connect with the changing preferences of consumers.
As the brand begins its journey, its founders say the focus will be on creating products that combine design, innovation and personal expression for today’s women.
