Solid gold jewelry. Designed for the way you actually live — by a third generation jeweler.
Made for the woman that is done waiting for a milestone.
Founder of fine jewelry/ jewellery brand Ela Eternal Jewels - solid gold, real diamonds and gemstone jewelry rooted in craft and legacy, designed for the woman of today.
Founder of fine jewelry/ jewellery brand Ela Eternal Jewels - solid gold, real diamonds and gemstone jewelry rooted in craft and legacy, designed for the woman of today.

I'm Neha. I grew immersed in my family's fine jewelry business — a business that has been running for over 70 years.

My father has spent the better part of his life immersed in the world of traditional Indian jewelry. I spent my life absorbing his passion and knowledge, without even realizing it.
Until recently I worked in tech, launching product at companies like Uber, a completely different world.

Like a lot of women around me, I kept buying jewelry that kept failing me.

Plated pieces that didn't last. Trend-driven brands I'd outgrow.

Jewelry priced like it should last a lifetime but never quite did.

Nobody was making real gold jewelry that fit our life, the life we lived everyday, not just the big milestones. 
Ela is what I built when I realized I could bring something to the table. All the jewelry is designed by me and manufactured by experienced craftsman.

Something rooted in craft & legacy. Designed for today's woman.

What comes after all the jewelry that claimed to be real, but didn't last?

Is the only other option jewelry you can buy in a glass showroom?

At Ela, we're building an alternative. Solid gold jewelry, made properly. Pieces you can wear to the office and to brunch.

The standard

01.
Solid gold. Always.
Not plated, not filled, not vermeil.
01.
Solid gold. Always.
Not plated, not filled, not vermeil.
02.
Certified diamonds.
Natural or lab-grown — you pick. Always disclosed, never blurred.
02.
Certified diamonds.
Natural or lab-grown — you pick. Always disclosed, never blurred.
03.
Designed in California.
Made in small batches by experienced manufacturers, with hand-selected materials.
03.
Designed in California.
Made in small batches by experienced manufacturers, with hand-selected materials.
04.
Fine jewelry, taken off a pedestal. 
Ready to ship. Insured delivery. No four-week wait for made-to-order pieces. No generic jewelry designs from the store at the mall.
04.
Fine jewelry, taken off a pedestal. 
Ready to ship. Insured delivery. No four-week wait for made-to-order pieces. No generic jewelry designs from the store at the mall.

Real Gold.

Out of the box.

Into your life.

Shop the collection