Oct19: Eternz, AI led technology-first jewellery and watches marketplace, has announced a zero-commission online selling initiative to empower women entrepreneurs building jewellery businesses across India. Under the initiative, eligible brands can sell through the platform without paying commission on sales.
The initiative is open to newly onboarded brands in which women hold a majority stake, subject to Eternz’s quality checks and approval. With 400+ brands and designers on its platform, more than 35% of which are women-led. This seller-first initiative aims to support women-led businesses at different stages of growth, including independent designers, homegrown labels, offline retailers and entrepreneurs primarily selling through social media and their own websites. The programme will remain live on the platform until December 2026.
Participating brands will also get access to Eternz’s customer base, logistics network and marketing tools.
Selling beyond personal networks
According to Grand View Research, India's jewellery market size was $94.14 billion in 2025 and is projected to reach $153.77 billion by 2033, growing at a CAGR of 6.5% from 2026 to 2033. Many jewellery businesses still grow through word of mouth, social media, exhibitions and physical stores. These channels build loyal customers, but reaching buyers beyond them usually requires spending on a website, photography, delivery and online advertising, costs that small labels typically bear on their own.
Through the initiative, founders get an online storefront within a dedicated jewellery shopping destination, without having to build the entire technology and commerce infrastructure themselves. Brands can showcase their collections across styles, occasions and price points to customers who are actively exploring jewellery.
Arthi Ramalingam, Founder & CEO of Eternz, said:
"India has no shortage of talented women building jewellery businesses. Many have incredible jewelry designs, deep customer relationships, and a strong understanding of their customers, but do not always have access to the digital infrastructure needed to scale beyond their existing networks.
We want to change that. Through this initiative, we want to make it easier for women entrepreneurs to bring their businesses online, reach new customers, and leverage technology built specifically for jewellery discovery and shopping. Whether a founder is selling through Instagram, WhatsApp, a home studio, or an offline store, we want Eternz to be a platform that helps her take the next step in her entrepreneurial journey.
Our larger vision is to build the infrastructure and ecosystem for India's jewellery industry, and that ecosystem must create room for more women entrepreneurs to participate and grow."
Technology-First Approach to Transforming Jewellery Discovery and Shopping
Beyond online visibility, Eternz offers a shopping experience designed specifically for jewellery, a category where visual discovery, fit, styling and purchase confidence play an important role. Participating brands can benefit from:
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Virtual Try-On: Helping customers visualise how selected jewellery pieces may look when worn.
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Virtual Ring Sizer: Helping customers estimate ring size when shopping online.
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Curated jewellery discovery: Enabling customers to explore quality brands, designs, and collections within a dedicated jewellery marketplace.
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Digital commerce infrastructure: Providing a platform through which businesses can showcase products, manage inventory, catalog and serve customers online.
By combining these capabilities with marketplace discovery, Eternz aims to help women entrepreneurs move beyond social-media-led selling towards a more structured and scalable digital business.
Building a More Inclusive Jewellery Entrepreneurship Ecosystem
India’s jewellery industry is evolving, driven by changing consumer preferences, digital-first brands and growing opportunities for independent designers and homegrown businesses. As more entrepreneurs explore online channels to reach customers, the right digital tools are becoming increasingly important to scaling their businesses.
For Eternz, the initiative is part of a broader effort to digitise India’s fragmented jewellery industry. By reducing the cost and complexity of selling online, the platform aims to bring more women-led businesses into the digital jewellery economy, from founders taking their first steps online to established offline businesses looking to expand their reach, so they can focus on creating distinctive products and building their brands.
