Our Story
Every great journey
is built on a strong foundation.
Est. 1994
The Foundation
Three decades of
diamond expertise.
Eterva Jewels is a modern fine jewellery brand by Lucky Gems, a trusted name in the diamond industry since 1994.
Founded by Mr. Dipak Shah and Mr. Ketan Shah, Lucky Gems has built over three decades of expertise in the sourcing, manufacturing, trading, and export of natural diamonds.
The Next Generation
Two perspectives.
One shared vision.
Built on this legacy, Eterva Jewels was co-founded by brothers Mitul Shah and Mishal Shah, the second generation of the family business.
Co-Founders
Mitul & Mishal Shah
Mitul Shah
GIA graduate with an MBA in International Business from K. J. Somaiya Institute of Management, Mumbai.
Mishal Shah
GIA graduate with an MSc in Project Management from Manchester Metropolitan University, UK.
Generations of expertise.
A fresh perspective.
With over 15 years of experience in the jewellery industry, both founders combine generations of diamond expertise with a fresh, contemporary perspective.
Wear Your Spark
A new chapter in
fine jewellery.
We didn't choose lab-grown diamonds because they became a trend.
We chose them because we understand diamonds.
For over three decades, our family has been part of the diamond industry—sourcing, manufacturing, and delivering exceptional craftsmanship.
That experience taught us an important truth: when investing in fine jewellery, customers are looking for more than beauty.
They are looking for trust.
Built on Trust
Luxury should
never leave you
guessing.
It should leave you confident.
Genuine
Trust that your diamond is genuine.
Craftsmanship
Trust that every piece is crafted to the highest standards.
True Value
Trust that the price reflects true value.
People
Trust in the people behind the jewellery.
A New Way Forward
Modern luxury,
without the guesswork.
As the world of diamond jewellery evolved, so did customer expectations. We created Eterva Jewels to offer a more transparent way to buy fine jewellery.
Combining generations of craftsmanship with premium lab-grown diamonds, hallmarked gold, and pricing you can trust.
Authentic.
Transparent.
Timeless.
The Eterva DNA
Diamond Expertise
Built on over three decades of experience in sourcing, manufacturing, and crafting fine diamonds.
Next-Generation Luxury
Modern, ethical jewellery designed for today's conscious customer.
Authenticity
Honesty, transparency, and integrity are at the heart of every decision we make—from sourcing to service.
At the heart of
ETERVA
Eternity
Elegance
Excellence
The timeless qualities that inspire every design and define every creation.
At the heart of
ETERVA
Vision
Value
Victory
A commitment to innovation, meaningful luxury, and celebrating life's most memorable milestones.
Together, they represent our philosophy
Eternal Value
Jewellery that transcends trends, carries emotional significance, and becomes part of your story for generations.