Ektaa Kapoor on turning childhood friendship with Sussanne Khan into business

From redefining Indian television with iconic daily soaps to backing critically acclaimed films and OTT content, Ektaa Kapoor has built an empire that extends far beyond entertainment.

Now, she's stepping into the world of fine jewellery with a new venture, Ekatra Jewels, alongside her childhood friend Sussanne Khan. But for Ektaa, this collaboration is less about business and more about a friendship that has stood the test of time. She says, "Sussanne and I have been friends since childhood, and in many ways, our personalities are still exactly the same today. We've shared a phenomenal friendship over the years, watched each other grow, celebrated beautiful moments together and built a relationship based on trust and mutual respect.

So when the opportunity came to work together, it didn't feel like stepping into business with a friend. It felt like a very natural extension of a bond that has existed for decades.

"She continues, "What makes our partnership work is that we complement each other beautifully. Sussanne has an incredible eye for design and creativity. She instinctively understands aesthetics and what appeals to today's women. I naturally gravitate towards the business side of things—building brands, understanding consumers and ensuring we're creating something that's sustainable in the long run.

Since this venture is created with women at its heart, it felt especially meaningful to build it together.

"Talking about what drew her to the jewellery space, Ektaa says the idea wasn't simply to launch another luxury brand but to rethink how women look at jewellery today."We kept coming back to one simple thought—why should women have to choose between investing and indulging? Gone are the days when jewellery was bought by parents, saved for a wedding and then locked away in a locker.

Today's women earn their own money, make their own financial decisions and want their purchases to work for them. They want something they can wear, love and enjoy today while knowing it's also a smart investment for tomorrow.

"She believes evolving technology has made that idea more accessible than ever. "Today, jewellery can be crafted using lightweight 9-carat or 14-carat gold, which means you no longer need large quantities of gold to create something beautiful.

The same design can often be achieved with much less gold, making it far more accessible. I loved the thought that people could invest in gold and actually enjoy wearing it instead of locking it away for years.

We wanted to create something that allows women to celebrate themselves, their independence and their power while also making a financially sensible purchase," she says. And when it comes to Sussanne's creative instincts, Ektaa has nothing but admiration. "Absolutely. The collection she's designed is a testament to her sensibility. She has this remarkable ability to create pieces that feel contemporary, elegant and timeless all at once. What I particularly love is how lightweight and wearable the designs are while still retaining a sense of luxury and sophistication. That balance isn't easy to achieve, and it reflects her understanding of what modern women are looking for today.

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