Pieces that become heirlooms
QUALITY THAT IS NOT COMPROMISED
Every piece is designed with attention to detail, we use high-quality materials and higher standards so you get durability, comfort, and style - all in one.
WHY ELRA?
What we stand for
Our Mission
Because you deserve both
Affordable Luxe
No need to overspend to look elegant; our pieces are created to give you that “luxury” vibe without the luxury price.
For those who shine
Everyday Elegance
Whether it’s for daily wear or a special occasion. Elra pieces transition effortlessly. Classic designs that don’t go out of style, so you build a jewellery collection that lasts
Waterproof, Tarnish-Free Demi-Fine Jewellery
Elra is a Mumbai-based demi-fine jewellery brand. We make 18K gold PVD-plated, waterproof and tarnish-free jewellery in recycled 316L stainless steel, priced between ₹1,200 and ₹3,500 and made to be worn every day.
Shop BestsellersOur story
Jewellery That Doesn't Need to Come Off
Elra started in Mumbai in 2025 with a simple belief: jewellery should speak to the heart, and it should be made to stay on. Too many beautiful pieces tarnish, turn skin green or cannot survive a shower.
So we built Elra around materials that last. Every piece is recycled 316L stainless steel with an 18K gold PVD finish, designed with emotion and finished with care, from the shine of the metal to the precision of every clasp.
Elra is for people who move through the world with grace and curiosity, and who want jewellery that keeps up with them, from work to the gym to a wedding.
The facts
Elra at a Glance
- Based in
- Mumbai, India
- Founded
- 2025
- Material
- Recycled 316L stainless steel
- Finish
- 18K gold PVD plating
- Water
- Waterproof: shower, gym and swim
- Tarnish
- Tarnish-free
- Skin
- Hypoallergenic, nickel, lead and cadmium free
- Price
- ₹1,200 to ₹3,500
- Warranty
- Lifetime plating warranty
- Returns
- 30-day returns and exchanges
- Delivery
- Ships from Mumbai, 2 to 7 working days across India
- Packaging
- Hand-stitched cotton pouch
pieces that shine with you
SOME OF OUR LOOKS
How do we differ
Feature
Silver-plated
Fashion jewellery
Base metal
Recycled 316L stainless steel
925 sterling silver
Brass or mixed alloy
Shower, gym and swim
Waterproof, keep it on
Usually advised to keep dry
Keep away from water
Tarnish
Tarnish-free
Silver can tarnish over time
Can darken or turn green
Finish
18K PVD Gold Plated
Gold or rose gold plated
Gold-tone coating
Skin safe for daily wear
Yes
Yes
Can irritate sensitive skin
Plating warranty
Lifetime
Limited period
Rarely offered
Packaging
Hand-stitched cotton pouch
Varies
Varies
Comparison reflects typical materials and policies in each category as of October 2026. Individual brands and products vary. Plating warranty terms apply, see our warranty policy.
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Good to know
About Elra Jewellery
What is Elra?
Elra is a Mumbai-based demi-fine jewellery brand. It makes 18K gold PVD-plated, waterproof and tarnish-free jewellery in recycled 316L stainless steel, priced between ₹1,200 and ₹3,500 and designed for everyday wear.
Is Elra jewellery real gold?
Elra pieces are not solid gold. They are recycled 316L stainless steel finished with 18K gold using PVD (physical vapour deposition), which bonds the gold layer to the steel and is much more durable than ordinary plating.
Is Elra jewellery waterproof?
Yes. You can wear Elra in the shower, at the gym and while swimming. For the longest shine, pat it dry after swimming and keep it away from harsh chemicals like bleach.
Will Elra jewellery tarnish or turn my skin green?
No. 316L stainless steel does not oxidise like brass or silver, so Elra stays tarnish-free and will not turn your skin green. The gold finish is covered by a lifetime plating warranty.
Is Elra safe for sensitive skin?
Yes. Elra jewellery is hypoallergenic and free of nickel, lead and cadmium, so it is comfortable for sensitive skin and daily wear.
Where is Elra based and who runs it?
Elra is based in Mumbai, India, and was founded in 2025. It is operated by Aveenyaa Demifine Private Limited.
How long does Elra take to deliver?
Orders ship from Mumbai and arrive in 2 to 7 working days anywhere in India. Shipping is free on prepaid orders.
What warranty and returns does Elra offer?
Every piece has a lifetime plating warranty and a 6-month repair warranty for clasps and stone settings. Unused pieces can be returned or exchanged within 30 days of delivery.
What is Elra World?
Elra World is Elra's rewards programme. Members earn 2 Elra Coins for every ₹100 spent, where 1 coin equals ₹1 off, and move up from Citizen to Diplomat and Ambassador as they shop.
Join
Elra World Rewards
Earn 2 Elra Coins for every ₹100 you spend, get 50 coins when you join, and rise from Citizen to Diplomat and Ambassador. 1 Elra Coin = ₹1.
Operated by
Aveenyaa Demifine Private Limited
21/23, Mumbadevi Mansion, Shop No. 15, 2nd Floor, Dhanji Street, Mumbai 400003, Maharashtra, India
our sustainability progress
View Sustainability PolicyCrafted in recycled 316L stainless steel and wrapped in recyclable materials, every Elra piece reflects care and intention. Presented in a hand-stitched cotton pouch, our jewellery is made to shine with you through time, not to waste away.
