ETERIA: Berta Serret launches Smart Luxury brand with lab-grown diamonds and recycled gold
On November 11, 2026, Berta Serret officially launches ETERIA JEWELLERY online: sustainable fine jewelry blending IGI-certified lab-grown diamonds, CoC recycled gold, and TRACEMARK traceability.
Context
TL;DR
- European online launch on November 11, 2026 for ETERIA, founded by Berta Serret
- "Smart Luxury" positioning bridging traditional fine jewelry and accessible luxury
- Exclusively crafted with CoC-certified recycled gold and IGI-certified lab-grown diamonds
- 100% individual piece traceability provided through TRACEMARK
Key facts
- Launch date → November 11, 2026
- Founder → Berta Serret (second generation Facet Barcelona, founder of Tracemark)
- Core concept → Smart Luxury (noble materials, ethical transparency, competitive pricing)
- Materials → 18K, 14K, and 9K recycled gold (CoC certified); IGI-certified lab-grown diamonds
- Entry bestseller → 18K gold solitaire ring with 1ct lab-grown diamond at €999
- Debut collection → The Classics Edition
- Official store → eteriajewellery.com
November 11, 2026 marks the official European online launch of ETERIA JEWELLERY, the new contemporary fine jewelry brand founded by entrepreneur Berta Serret. Deeply rooted in the international jewelry industry, Serret represents the second generation of the family behind Facet Barcelona and six years ago established TRACEMARK, the pioneering consortium for certified end-to-end traceability in jewelry. With ETERIA, she introduces her most personal entrepreneurial venture, uniting traditional jewelry technical mastery with a forward-looking, sustainable vision under the banner of "Smart Luxury".
Having grown up immersed in the jewelry world—accompanying her father on business travels and attending premier international fairs like Baselworld in Switzerland and Vicenzaoro since age 14—Serret recognized an unaddressed gap in the European and Swiss markets: the void between heritage fine jewelry with steep price barriers and fleeting costume jewelry.
ETERIA fills this space with a balanced philosophy: creating refined pieces from noble materials designed to be worn effortlessly from day to evening, upholding uncompromising craftsmanship and sustainability at competitive direct-to-consumer prices.
Operational details
The Smart Luxury framework: recycled gold, lab-grown diamonds, and traceability
ETERIA's business model rests on three distinct standards: independent gemological certification, audited recycled gold, and individual piece traceability. The brand exclusively utilizes lab-grown diamonds certified by the International Gemological Institute (IGI) paired with recycled gold bearing Chain of Custody (CoC) certification. Furthermore, each jewel includes a dedicated digital traceability passport powered by TRACEMARK, mapping every step from raw metal sourcing and casting to stone cutting and setting.
This integrated approach delivers unprecedented accessibility without compromising luxury standards. The brand's signature entry piece—an 18K gold solitaire ring featuring a 1-carat IGI-certified lab-grown diamond with verified TRACEMARK traceability—is offered at €999, redefining the benchmark for classic fine jewelry.
| Feature | Conventional Fine Jewelry | ETERIA Model (Smart Luxury) |
|---|---|---|
| Diamond sourcing | Mined diamonds | IGI-certified lab-grown diamonds |
| Gold origin | Standard mined or mixed gold | 100% CoC-certified recycled gold |
| Piece traceability | Rarely available per item | 100% individual TRACEMARK passport |
| Customization | Bespoke or catalog-restricted | Interactive "Design your Own" configuration |
| Value proposition | High multi-tier retail markups | Direct-to-consumer accessibility (€999 for 1ct solitaire) |
Bespoke personalization through "Design your Own"
A central feature of the customer experience is the "Design your Own" module, enabling customers to tailor each creation to their exact preferences. Shoppers can choose gold purity (18K, 14K, or 9K), gold hue (classic yellow gold or sleek white gold), as well as diamond cut (round brilliant, pear, oval, or emerald) and carat weight.
This bespoke capability gives wearers the freedom to match design and budget seamlessly. To explore customization options and purchase directly online across Europe and Switzerland, visit the official store at eteriajewellery.com.
Key points
From the debut collection to Swiss and European expansion
ETERIA begins its market journey with The Classics Edition, a collection honoring timeless jewelry staples including four-prong solitaires, halo rings, and delicate pavé settings. Forthcoming lines will expand the catalog into The Tennis Edition and The High Jewellery Edition.
Ahead of today's official e-commerce rollout on November 11, 2026, the preliminary European pre-sale achieved robust momentum. Over its initial four weeks, the brand established partnerships with 50 physical retail points of sale across Europe and recorded over €250,000 in early wholesale revenue.
The direct-to-consumer digital channel launched today forms the cornerstone of ETERIA's growth strategy, designed to complement its expanding retail network throughout Europe and Switzerland. In a Swiss market deeply attuned to watchmaking mastery, fine craftsmanship, and ethical sustainability, Berta Serret's venture provides a modern, transparent luxury choice: noble, verifiable, and designed to endure.
To discover the collections and shop online, visit the official website at eteriajewellery.com.
Source: Grupo Duplex