OUR JEWELLERY TELLS A STORY: NIKITA GUPTA - The Daily Guardian
Connect with us

Lifestyle & Entertainment

OUR JEWELLERY TELLS A STORY: NIKITA GUPTA

Amama was founded in 2017, and has garnered a loyal clientele ever since. Its pieces have been seen on celebrities like Yami Gautam, Masaba Gupta, Riya Kapoor, Neena Gupta and Nora Fatehi among others. In a candid chat, founder Nikita Gupta shares her vision for the brand.

Noor Anand Chawla

Published

on

Every piece of jewellery has a story to share. As family heirlooms, gifts, or statements of personal style, items of jewellery have been an intrinsic part of wardrobes over centuries and throughout the world. Amama—an e-retail platform for handcrafted jewellery, thrives on this philosophy. They believe that every person feels a connection with the jewellery they own, especially the pieces that are inherited. Hence, they focus on selling jewellery that tells a story, making it the best gift—for oneself or a loved one. Their collections are curated from around the world, and some exclusive pieces are designed in their head office in Delhi.

Amama was founded in 2017, and has garnered a loyal clientele ever since. Their pieces have been seen on celebrities like Yami Gautam, Masaba Gupta, Riya Kapoor, Neena Gupta, and Nora Fatehi among others. Popular influencers and bloggers such as That Boho Girl, Komal Pandey, Masoom Minawala, and Kusha Kapila, have also worn their pieces. In this candid chat with The Daily Guardian, founder Nikita Gupta, shares her vision for the brand and the reason for its popularity. Excerpts from the interview:

Q. How did you foray into the world of jewellery?

A. I was fortunate to have inherited gorgeous silver jewellery from my dadi (paternal grandmother). This collection, which would have taken me years to build on my own, led to the inspiration and birth of my brand Amama. It is inspired by the name I call my grandmother and I hope our offerings give as much pleasure to our buyers as her lovely jewellery gives to me.

It was not easy to reach this point though. I belong to a family whose traditional business has been in Home Appliances, and I married into a family of Biochemists and Pharmaceutical manufacturers. Trust me, it was not easy explaining the purpose behind setting up a jewellery brand to my family! They were worried about the longevity of the business and whether it was just a hobby whose charm would wear off slowly. But I was keen to follow my dream, so I began by doing thorough research. I set up a website all on my own, with just 10 products. I even clicked the pictures of these products myself, in my drawing room!

For the first 1-2 years, I had a tough time arranging funds but fortunately, my hard work paid off.

Amama picked up last year during lockdown, when I started making Instagram Reels at home and showing different ways in which Amama jewellery could be styled.

Q. What sets Amama’s offerings apart from other handcrafted jewellery brands?

A. At Amama, we cater to all jewellery connoisseurs. There is something for everyone here, within differing price ranges and of the best quality in their class. This kind of range and scale of exclusive handcrafted jewellery is difficult to find online.

Q. Who is the Amama muse?

A. My muse is my grandmother, who always inspired me to pursue my dreams. She was very fond of jewellery and was a vision to look at! I can only aspire to be like her.

Q. Why do you feel Amama is a celeb favourite brand?

A. I believe it’s because we offer statement pieces that are very light and easy to wear, and at the same time they are head-turners.

Q. Please tell us about your latest collection.

A. We launch at least two collections every month, as we would like our regulars to have something new to browse through every time. Our most recent collection is the one called Peepal which was inspired by the leaves of the Peepal tree.

Q. Which is your most popular piece and why do you feel it has timeless appeal?

A. We sell a pair of handmade earrings in cream colour, which became so popular that other designers began copying them ruthlessly. They are called the Krisha earrings from the Rangrez collection and have a timeless appeal for people across ages. I personally love that piece a lot too!

Q. What has been the biggest challenge you have faced?

A. Since our Instagram page became popular, tons of pages have begun selling Amama fakes using our pictures. It is quite infuriating and disheartening to face this, yet we choose to believe that it shows a love of our designs. After all, imitation is the best form of flattery, and that stands true for us!

Q. Where do you retail your pieces and do you ship internationally?

A. Currently, we don’t have a dedicated offline store but we retail online through our website amama.in and on Instagram @amama_loves. We have also partnered with multi-brand outlets such as Ogaan, Nykaa and Pernia’s Pop-Up Shop, and retail through them. We ship internationally as well, and our designs are quite popular with patrons abroad.

The interviewer is a lawyer who pens lifestyle articles for various publications and her blog www.nooranandchawla.com. She can be reached on nooranand@gmail.com.

The Daily Guardian is now on Telegram. Click here to join our channel (@thedailyguardian) and stay updated with the latest headlines.

For the latest news Download The Daily Guardian App.

Lifestyle & Entertainment

EMRAAN HASHMI’S BICEPS FOR ‘TIGER 3’ LEAVE FANS STUNNED

Published

on

MUMBAI: It seems actor Emraan Hashmi is preparing hard for his role in ‘Tiger 3’. On Sunday, the ‘Jannat’ star took to Instagram to share a picture, wherein he can be seen sweating it out in the gym. “Just another arms day,” he captioned the post. Emraan’s physical transformation has left netizens in awe of his fitness. “This is amazing. Can’t wait to see you in ‘Tiger 3’, “ a user commented. “Killer looks,” another one wrote.

A few days ago, he had even shared a picture of himself where he flaunted his chiselled abs, hinting he has been going through a lot of fitness routines to achieve a look for the antagonist in the Salman Khan-starrer ‘Tiger 3’.

Continue Reading

Lifestyle & Entertainment

NUPUR SANON PENS EMOTIONAL POST FOR SISTER KRITI

Published

on

NEW DELHI: Kriti Sanon’s younger sister Nupur Sanon shared an emotional post praising her sister for her performance in the much-acclaimed movie ‘Mimi’. After watching the movie, Nupur posted a couple of still images of Kriti who is essaying the titular role of a surrogate in the movie. Nupur termed her sister as “phenomenal” and revealed that she was blown away by Kriti’s performance which also made her shed tears.

“I always knew your true potential. But I was blown away by what I saw!! You did it, Mimi!! You were phenomenal! My Words won’t be able to describe what I felt. I have laughed and laughed and then cried and cried. There wasn’t even a single scene when I felt you weren’t 100 per cent Mimi !!” she wrote. She added “a mother who fell in love with her child instantly. I could see her forgetting her own dreams in a split second for her child. I could see her world revolving around her child. I could see her being territorial for him! I saw so many subliminal emotions in you Kriti!” 

Continue Reading

Lifestyle & Entertainment

SHAHID KAPOOR SPORTS UBER COOL LOOK AHEAD OF DEBUT IN DIGITAL SHOW

Published

on

MUMBAI : Actor Shahid Kapoor on Sunday flaunted his tattoo look ahead of his digital debut, which is directed by Raj Nidimoru and Krishna DK. Taking to Instagram, he posted a short video clip in which he can been seen with temporary tattoos on his neck. He also expressed his excitement about sharing screen space with Vijay Sethupathi and Raashi Khanna.

“Waiting on set call me soon @rajanddk … can’t wait to share the frame with @actorvijaysethupathi sorry @raashiikhanna I’ve got too used to having you around on set,” Shahid wrote on Instagram.

The yet-to-be-titled project is touted as a quirky drama thriller, which will release on Amazon Prime Video. Reacting to Shahid’s post, Raj and DK of ‘The Family Man’ fame commented: “Shot ready! Let’s roll.” Fans quite impressed by Shahid’s new look poured in their comments at Shahid’s post. “You look so hot,” a fan wrote. “Sexy look,” another social media user commented. Apart from Raj and Dk’s project, Shahid will also be seen in ‘Jersey’ — a Hindi remake of the 2019 Telugu hit of the same name.

Continue Reading

Lifestyle & Entertainment

KARTIK AARYAN TO STAR IN SHASHANKA GHOSH’S ‘FREDDY’

Published

on

MUMBAI: Kartik Aaryan will star in an upcoming romantic thriller titled ‘Freddy’. The film, set to be directed by Shashanka Ghosh, will go on floors on August 1 in Mumbai this year. The movie will be produced by Ekta Kapoor and Jay Shewakramani. The romantic-triller is said to be packed with unpredictable twists and sharp turns. The characters in the movie are set to take the movie buffs on a dark and chilling roller-coaster ride, where the lines between love and obsession will blur. Speaking about the movie, an ecstatic Kartik said, “As an actor, I crave to explore different facades of entertainment and with ‘Freddy’, I’m venturing into an uncharted territory which is both exciting and intriguing in equal measures.”

The actor also said that he is looking forward to bringing the romantic thriller to life. He added, “I look forward to dwell in the world of Freddy and bring alive this dark romantic thriller. It also marks my first collaboration with a visionary like Ekta Kapoor and creatives forces like Jayu and Shahshanka. Couldn’t have asked for a better team on this new journey.”

Shashanka, who has helmed films like ‘Khoobsurat’ and ‘Veere Di Wedding’, also spoke about the upcoming project and said it is going to be one of the “best thrilling cinematic experiences” for the viewers. The director said, “As a filmmaker, there is a lot to play with the genre, like a thriller. I am more than excited to work with an incredible team on a project as inspiring as Freddy. I am sure that the film is going to be one of the best thrilling cinematic experiences for the audience across the nation.”

Ekta Kapoor said, “I’m thrilled to have Kartik on board. His choices of subject have always been unique and this one is no different. I’m excited to take the audience into this dark, delicious world. Collaborating with Jayu makes it even more special!”

Jay said, “It is the first time I am collaborating with Ekta and Kartik on a film and for it to be on a script like this, makes it all the more exciting! Freddy is a script we worked on incessantly and we can’t wait for Shashanka to bring to life these crazy characters.”‘Freddy’ marks Ekta and Shashanka second film after the hit flick ‘Veere Di Wedding’.

Continue Reading

Lifestyle & Entertainment

AYUSHMANN SHARES EXPERIENCE OF SINGING TRACK FOR WIFE TAHIRA’S FILM

Published

on

MUMBAI: Actor Ayushmann Khurrana, who is also a singer, has once again swooned viewers with his voice in his wife and filmmaker Tahira Kashyap’s latest film ‘Quaranteen Crush’.

Taking to Instagram, Ayushmann shared the song’s video and revealed that he composed and wrote ‘Kinni Soni’ along with his college friends — Sameer Kaushal and Gurpreet Saini.

“Wrote and composed this butterflies inducing song with Sameer Kaushal and Gurpreet Saini for Tahira’s lovely short film #QurantineCrush which comes under #FeelsLikeIshq. Loved collaborating with my college friends after so long. Felt like we were back in college during our late night jam sessions in Chandigarh winters,” he posted.

Singer Jonita Gandhi has given English vocals to the song. “Thank you Jonita for the angrezi vocals,” Ayushmann added. For the unversed, ‘Quaranteen Crush’ is a part of the just-released Netflix anthology ‘Feels Like Ishq’. The short movie revolves around the concept of a teenage crush and friendship during the pandemic.

Tahira even posted a short note on Instagram thanking Ayushmann for giving her ‘Kinni Soni’ song. “The song we were waiting for #kinnisoni..An integral part of my short #quaranteencrush that is a part of #feelslikeishq. This song really inspired me to create some magical moments between nimmi and Maninder on their terrace! Thank you @ayushmannk for giving me the song, thank you @s_a_m_k28 and @ghuggss for creating magic with it and thank you @jonitamusic for the mesmerising vocals, and thank you @gazaldhaliwal for this sweet script,” she wrote.

Meanwhile, on the film front, Ayushmann is busy shooting for ‘Doctor G’ in Bhopal, Madhya Pradesh. The movie also stars Rakul Preet Singh and Shefali Shah..

Continue Reading

Lifestyle & Entertainment

PRABHAS’ ‘RADHE SHYAM’ TO RELEASE ON 14 JANUARY

Published

on

MUMBAI: Prabhas’ most anticipated film ‘Radhye Shyam’ has finally got a release date. It will arrive in theatres on January 14, 2022.

On Friday, Prabhas took to Instagram to share the update with his fans. “Can’t wait to watch my romantic saga, ‘Radhe Shyam’, which has a brand new release date — 14th January, 2022 worldwide,” he wrote.

Along with it, Prabhas shared a new poster of the film, wherein he can be seen all decked up while walking on the streets of Europe.

For the unversed, ‘Radhe Shyam’, a multi-lingual film, is helmed by Radha Krishna Kumar, and it features actor Pooja Hegde as well. Pooja, too, expressed her excitement about the film’s release date as it is debuting on the auspicious occasion of Makar Sankranti. “Woke up to this surprise. Sakranti has been lucky for me..fingers crossed for this epic love story,” she wrote on Instagram Story. ‘Radhe Shyam’ is produced by Bhushan Kumar, Vamsi and Pramod.

Continue Reading

Trending