BlueStone-backed lab-grown diamond jewellery brand Ethera has launched its Mother’s Day campaign, titled “I Am Not Like My Mother,” alongside a curated edit of everyday fine jewellery for the occasion. Released on May 7, 2026, the campaign centres on a 3:38-minute digital film exploring the relationship between mothers and daughters through conversations around spending habits, self-purchasing behaviour and inherited emotional patterns.

The film opens with women describing how they differ from their mothers before gradually revealing similarities in their attitudes towards self-purchase and gifting. The narrative highlights how many women prioritise spending on others and often delay purchases for themselves unless tied to a milestone or occasion. The campaign concludes by encouraging daughters to purchase diamonds for their mothers and themselves, positioning jewellery as part of everyday personal expression rather than occasion-led consumption.

Alongside the campaign, Ethera introduced a Mother’s Day jewellery edit featuring everyday lab-grown diamond pieces including solitaires, pendants, stackable rings and lightweight studs. The collection also includes a pendant inscribed with “???” (Maa), designed around the emotional theme of the campaign.

Commenting on the initiative, Nitesh Jain of Ethera said, “With this campaign, paired with our Mother’s Day edit, we wanted to go beyond a narrative. We wanted to gently highlight that even when a daughter says, ‘I am not like my mother,’ she may be continuing parts of her story.” He added, “This was inspired by our observation that mothers, in their lifetime, either only got diamonds as gifts or never received one. With this campaign, we urge the daughters to break that generational pattern & get their mothers a diamond of their choice. And one for themselves too.”

The campaign comes amid increasing consumer interest in versatile, everyday jewellery and growing adoption of lab-grown diamonds driven by accessibility and evolving purchase preferences. The Mother’s Day edit is available through Ethera’s website. The brand is also offering promotional discounts including 25% off on making charges, 20% off on diamonds and a complimentary jewellery organiser on online orders above Rs. 15,000.