Nikita Gupta launched Amama in 2017 to capture the connection every person has with the jewellery they own.

The last two years have changed fashion as we knew it. Jewellery has gained prominence over clothing as an easy way to add glitz and glamour to one’s virtual looks. And the brands that offer the widest range – from statement to delicate pieces – have become the most favoured ones. Entrepreneurs and designers also began styling their pieces on their social media accounts, which helped achieve widespread reach in the farthest corners of the country.

Founder of Amama Nikita Gupta.Crazy Cancer Necklace Set

Congent Capricorn Necklace Set

Amber Aries Necklace Set

Vociferous Virgo Necklace Set

Amama – an e-retail platform that designs its own and curates handcrafted jewellery from around the world, is one such brand that has done phenomenally well in the last few years. Launched in 2017 by Nikita Gupta, their pieces have been spotted on it-girls around the country, even giving rise to a bunch of knock-offs eager to replicate the brand’s success.

Gupta started Amama to capture the connection every person has with the jewellery they own, especially those heirloom pieces that are inherited from one’s family. Hence, they focus on selling jewellery that tells a story, making it the best gift – for oneself or a loved one.

Amama has garnered a loyal clientele over the years with celebrities like Yami Gautam, Masaba Gupta, Riya Kapoor, Neena Gupta, and Nora Fatehi among others, steadfastly supporting them. Popular influencers and bloggers such as That Boho Girl, Komal Pandey, Masoom Minawala, and Kusha Kapila, also endorse their unique pieces.

“Amama means Amma in Telugu which is how I have always addressed my grandmother who is currently in her 80s. She was the real inspiration for starting this business. I started the brand after a third of my life was spent ogling jewellery wherever the eyes could travel. This brand, this project, and all our designs are inspired by Amma from whom I Inherited a lot of silver jewellery which is now priceless. Under my brand Amama I curate the best jewellery from every part of the world which is sure to invoke emotions and feelings that you will hold dear for years to come,” explains Gupta.

She further adds, “Every piece that we sell is very close to our heart as we buy it personally from our globe-trotting adventures.” The brand curates pieces that describe a particular culture or country, and have represented most of the world.

For a brand to tick and continuously do well, they must keep innovating. Amama too comes out with frequent new collections – at least two every month. The idea in Gupta’s words is to, “Offer our regulars something new to browse through at each visit.” Their most recent collection is centred around the Zodiac, inspired by the characteristics of each of the 12 sun signs.

The Zodiac has always fascinated people, and many like to flaunt their signs through clothing and merchandise. And Amama was happy to cash in on this trend, having noted the high demand for it. As part of this collection, people can invest in sets of three necklaces that can be worn together in layers, or as separate pieces depending on their mood and method of styling. Apart from the necklace sets, the Zodiac collection includes bracelets, and earrings to represent each of the 12 Zodiac signs.

The team at Amama was keen to venture into daily-wear minimal jewellery with a special element of personalization for the wearer. The collection has 46 pieces which are made with materials like brass, enamel, fashion pearls and gold plating. They are priced within the range of Rs 2000 to Rs 6000. The collection took four months to design and execute in its entirety.

This collection is indeed unique in many ways. Each piece has a one-of-a-kind and timeless design that can be worn for years, even if trends change. The pieces are versatile and can be worn multiple ways and with multiple outfits. Gupta shares, “We promise the highest quality products that are well-made, well-packaged and durable. Our jewellery is not flimsy like others which can get caught in a piece of clothing and break apart! These Zodiac products are also good value for money as most of them are sold in sets which can be used in a variety of ways.”

The Zodiac collection by Amama has certainly caught the eye of many discerning fashionistas. Now the brand is looking at expanding its offerings and scale of operations. “We aspire to become a marketplace for various jewellery brands who can cater to the needs of our customers, under one shop. We want to be the one exclusive stop for all jewellery shopping needs,” smiles Gupta.

In the coming months, Amama Jewellery will launch their first-ever wedding collection inspired by the ‘Jharokha’ motif. It will be an Indo-western collection that will be appropriate for both festive and party wear.

Another collection in the pipeline is a ‘Party Vibe’ collection inspired by galaxies and other elements of the universe. People can browse through Amama Jewellery’s eclectic selection on their website amama.in and through their social media handles @amama_loves.

The writer pens lifestyle articles for various publications and her blog www.nooranandchawla.com. She can be reached on nooranand@gmail.com.