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 firstname.lastname@example.org.
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EMRAAN HASHMI’S HORROR FILM ‘DYBBUK’S’ TEASER OUT
MUMBAI: Makers of the horror-thriller ‘Dybbuk – The Curse Is Real’, which stars Emraan Hashmi and Nikita Dutta, have launched an intriguing teaser of the upcoming film. Written and directed by Jay K, the Amazon Original film is the official remake of the Malayalam film ‘Ezra’.
Emraan shared the mysterious teaser on Instagram and wrote, “A mysterious box, an ancient key. If you open this #Dybbuk do you know what will be set free?” It will premiere on 29 October.
SHILPA FLAUNTS HER UNDERCUT BUZZ HAIRCUT
MUMBAI: Shilpa Shetty is the queen of fashion and style and continues to prove so with her trendy new haircut.
Taking to her Instagram handle on Monday, Shilpa posted a workout video which she began by tying her hair in a ponytail, flaunting her new undercut buzz haircut. Another element of the diva’s sporty avatar that caught the viewers’ attention was her workout wear featuring the word ‘PINK’ in bold, capital letters.
“You can’t live each day without taking risks and without getting out of your comfort zone: be it going for an Undercut buzz cut (which took a lot of gumption, won’t lie) or performing my new aerobic workout: the ‘Tribal Squats’,” she penned the caption.
Fans and members of the film industry flooded the post with likes and comments. “Love it! There is more power to U, when u do things that are uncomfortable n beat stereotypes,” choreographer Terence Lewis commented.
Meanwhile, on the work front, after judging ‘Super Dancer 4’, Shilpa is all set to join ‘India’s Got Talent’ as a judge, along with popular musician-rapper Badshah. The reality show will air on Sony TV this year.
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MUMBAI: Megastar Amitabh Bachchan was reminded of his college dance as he grooved with Kriti Sanon on the sets of ‘Kaun Banega Crorepati 13’.
The latest picture from Amitabh Bachchan has made viewers go on their toes to watch the upcoming ‘Kaun Banega Crorepati 13’ Shaandaar Shukarvaar episode where the legend will groove with Kriti as she joins the show for the promotion of her upcoming film. Taking to his Instagram handle, Big B shared an image of Kriti and himself performing ‘ballroom dancing’.
Kriti looked a vision to behold in a red coloured floor-length dress with her hair tied in a sleek ponytail. She completed her look with subtle makeup and silver earrings. Kriti was all smiles as she shook a leg with the megastar, who looked dapper as always in a black suit, his iconic bowtie, and his uber-cool shoes.
Sharing the picture, he wrote, “… ballroom dancing with the beautiful lady in red – Kriti Sanon !! … aah.. brought back those College and Calcutta days.”
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MUMBAI: Arjun Kapoor has decided to opt for a digital detox for some time. On Monday, Arjun took to Instagram Story and posted a note that read, “Time to disappear.” His post hinted at a break from social media.
Also, as per a trade source, Arjun wants to give his full attention to ‘Ek Villain Returns’ shoot. “He is currently shooting some very important scenes for Ek Villain 2 and he wants to completely surrender to the process. He will be vanishing from social media for the next 4-5 days till he doesn’t finish this important shooting sequence,” the source added.
Directed by Mohit Suri, ‘Ek Villain Returns’ is the sequel of ‘Ek Villain’, which featured Sidharth Malhotra, Shraddha Kapoor, and Riteish Deshmukh in the lead roles. The upcoming project also stars John Abraham, Disha Patani and Tara Sutaria.
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MUMBAI: Priyanka Chopra Jonas had a great weekend amidst the marine life as she went scuba diving into the azure blue waters of Spain. She posted a string of images and videos from her scuba diving session on Instagram. “There are days when the stress just needs to be silenced! What better way to do that than to explore the glorious underwater creations of God. I was very honoured that the camera crew from Citadel let me crash their party! Big shoutout to the @alisubbuceo team. Penelope, Victor, Alejandro and everyone else, thank you for such a magical experience. I really needed it!! Thank you @tsigel for taking us out! So fun hanging with Sam, Paul, Josh ,Tobias, Andy, Christina and Victor.Sunday well done! PS: @franklinjonas so happy you’re here,” Priyanka captioned the post.
She also posted a few more pictures and videos on her Instagram stories. In one of the images, Priyanka can be seen laughing wholeheartedly. “A much needed day in the ocean,” she wrote.
KARTIK’S ‘DHAMAKA’ TO BE OUT ON NETFLIX ON 19 NOV
MUMBAI: Kartik Aaryan is all set to create dhamaka with his upcoming film ‘Dhamaka’, which is scheduled to release on 19 November this year.
Directed by Ram Madhvani, ‘Dhamaka’ will stream on Netflix. Also, the first official trailer of the film will be out on Tuesday. As per a statement, ‘Dhamaka’ follows the story of an ambitious ex-news anchor Arjun Pathak, played by Kartik, who is given another chance to go live on prime-time television when a terrorist calls him with a bomb threat. Little does he know that this call will change his life and throw him into a fast-paced game of betrayal.
Amruta Subhash, Vikas Kumar, and Vishwajeet Pradhan are also a part of the upcoming movie. Mrunal Thakur has a special appearance in the film.
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