Éktaraa: where contemporary jewellery becomes a language of identity

Founded by EDHEC alumna Binduyashaswini Gunti, Éktaraa is a modern demi-fine jewellery brand built on a quiet yet powerful belief: “jewellery has the ability to express identity in a way few other art forms can.” Rooted in French minimalism and enriched by Indian cultural nuance, the brand reimagines everyday luxury through refined design, emotional intention and lasting quality.

An Indian entrepreneur with a strong aesthetic sensibility, Binduyashaswini blends creativity with strategy. A graduate of EDHEC Business School’s Master in Management programme, she brings together “strategic thinking, design intuition, and a passion for crafting meaningful consumer brands.” For her, jewellery is never simply decorative; it is expressive, intimate and intentional.

Alongside her, Harish Samala plays an equally integral role in shaping Éktaraa’s direction. With a background in Product Management and Data & AI, also gained at EDHEC, he brings “a thoughtful, structured perspective that complements Bindu’s creativity.” Together, they form “a complementary duo — Bindu guiding the artistic vision and emotional storytelling, and Harish strengthening the strategy, systems, and long-term foundation behind it.”

Their shared ambition is clear: “to build a brand that feels personal, poetic, and beautifully modern — a brand where jewellery does more than adorn; it elevates identity.”

From conviction to creation

The idea for Éktaraa emerged during Binduyashaswini’s time in France. Immersed in a culture of design, craftsmanship and quiet luxury, she observed how deeply people valued pieces that felt personal. She explains that she was inspired by jewellery that was “not just ornamental,” but emotionally resonant.

This experience revealed a clear gap in the market. Binduyashaswini noticed the lack of jewellery that could be “luxurious yet accessible, contemporary yet timeless, expressive yet understated.” Éktaraa was created precisely to fill that space.

Entrepreneurship, for her, is not driven by trends. “It is not about following trends — it is about creating something meaningful, intentional, and lasting,” she says. The brand reflects her conviction that everyday jewellery should feel like “an extension of the self: elegant, effortless, and crafted with genuine purpose.”

For Harish, the inspiration came from seeing how strong modern brands succeed when emotion and structure work together. He believed there was an opportunity to build “a jewellery brand where beautiful design is supported by clarity, trust, and a deep understanding of customer needs.” His background in product and consumer insight aligned naturally with Bindu’s creative vision, making Éktaraa feel purposeful from the very beginning.

A brand shaped by intention

Éktaraa is defined by understated elegance. Influenced by French minimalism and contemporary design, the brand embraces clean lines, refined silhouettes and timeless craftsmanship. As Binduyashaswini puts it, “true luxury lies in simplicity done exceptionally well.”

Crafted in high-quality stainless steel with long-lasting PVD coating, Éktaraa’s pieces are designed to endure. Durability is positioned as a form of luxury in itself — jewellery that maintains its beauty through daily wear, becoming part of the wearer’s life rather than a fleeting accessory.

As founder, Binduyashaswini oversees every dimension of the brand. She leads “design conceptualisation, material research, production decisions, brand storytelling, and customer experience.” From the first sketch to the final unboxing, her vision ensures that each piece carries Éktaraa’s signature aesthetic: “minimal, modern, soulful, and distinctly global.”

Harish leads the brand’s product, technology and operational architecture with the same level of intention. He focuses on shaping “the digital experience — the website, customer journey, backend systems, and data insights,” all designed to feel “smooth, human, and beautifully aligned with the brand’s values.” In a brand rooted in emotion, his role is to ensure that “the backbone is just as strong as the sentiment.”

Standing out through quiet distinction

In a highly competitive jewellery market, Éktaraa differentiates itself through a unique European design sensibility rarely seen in the Indian demi-fine jewellery space. While many brands adopt ornate or trend-led aesthetics, Éktaraa focuses on “clean lines, balanced proportions, and understated elegance.”

Another key point of distinction lies in its approach to quality. By emphasising durability and thoughtful craftsmanship, the brand elevates everyday wear into something lasting. What truly sets Éktaraa apart, however, is its emotional depth. “Every collection carries intention and meaning,” allowing wearers to connect with the jewellery on a personal level.

From aesthetic choices to packaging and customer experience, Éktaraa consistently delivers a sense of elegance that feels “global, modern, and refreshingly unlike anything commonly found in the market today.”

The EDHEC influence

EDHEC Business School played a defining role in shaping how both founders approach entrepreneurship. For Binduyashaswini, EDHEC helped her transform creative instinct into structured brand thinking. She learned to view jewellery “not just as an art form, but as a complete customer experience — from the idea to the final moment of unboxing.”

For Harish, EDHEC strengthened his analytical mindset. It taught him how to “break problems down, analyse customer needs, and build processes that are practical and scalable.” Together, they learned to combine creativity with structure, building a brand that is “expressive at the front and strong, organised, and deeply intentional behind the scenes.”

Looking ahead

In the years to come, Binduyashaswini envisions Éktaraa becoming a global demi-fine jewellery house defined by trust and connection. For her, the future is not about volume, but about “retention, relationships, and a signature brand experience that people instinctively return to.”

Her ambition is to build a brand where customers feel “understood, valued, and represented,” and where they can genuinely say, “Yes, this feels like me.” International expansion, beginning with Europe, will be guided by authenticity and emotional resonance.

From Harish’s perspective, the future lies in strengthening Éktaraa’s foundations — building scalable systems that support growth while preserving the brand’s soul. Together, they aim to create a brand that endures through relationships, where people return not only for jewellery, but for “the feeling, the identity, and the experience Éktaraa offers.”

Social Media:

Website: www.ektaraa.com

Instagram: https://www.instagram.com/ektaraa_official/

LinkedIn: https://www.linkedin.com/company/ektaraa/

Facebook: https://www.facebook.com/Ektaraaofficial/

 email: hello@ektaraa.com