#LSAforLocal Spotlight: Amama Jewellery and Its Commitment to Preserving Craftsmanship
Nikita Gupta’s label, Amama, emerged from a deep-seated passion for jewelry and personal inspiration. Influenced by the intricate craftsmanship of her grandmother’s heirloom silver pieces, Nikita infused Amama with a blend of elegance and contemporary design. What sets Amama apart is its dedication to crafting unique, artistically inspired designs that seamlessly transition from everyday wear to special occasions.
Building Amama involved overcoming significant challenges, including shifting from a ‘made-to-order’ model to a ‘ready-to-ship’ approach and establishing a distinctive brand identity in a crowded digital landscape. Despite these hurdles, Amama has thrived as a symbol of innovation and quality, highlighted by its collaborations with esteemed designers like Rimzim Dadu during FDCI India Couture Week. These partnerships underscore Amama’s commitment to blending creative inspiration with meticulous material sourcing and sampling to achieve both beauty and functionality.
#LSAforLocal Spotlight: Amama Jewellery and Its Commitment to Traditional Craft
Nikita Gupta, Founder of Amama Jewellery
What inspired the creation of Amama, and what distinguishes it from other jewellery brands?
Amama Jewels was born from my lifelong admiration for exquisite jewelry and the stories it tells. As a child, I was captivated by my grandmother’s beautiful silver pieces, marveling at the intricate craftsmanship. Amama embodies the warmth, love, and legacy passed down through generations. Our uniqueness lies in our exclusive, one-of-a-kind designs, versatility from daily wear to festive occasions, and our personalized customer service.
What challenges did you face in establishing Amama as a homegrown label?
Transitioning from a ‘made-to-order’ model to a fully operational ‘ready-to-ship’ setup was a major challenge, as was building a strong brand identity in a competitive digital space. Navigating these changes while staying relevant and innovative required significant effort.
Can you describe the design process for collaborations, such as with Rimzim Dadu?
Collaborating with renowned designers involves a detailed and creative process of aligning visions. We start by gathering inspiration and creating moodboards, then source materials and engage in extensive sampling to ensure our designs are both functional and stylish. The goal is to complement the designer’s vision while showcasing our jewelry in a fresh and impactful way.
What was the design process like for Janhavi Kapoor’s movie promotions, ‘Mr & Mrs Mahi’?
Designing for this project was both thrilling and innovative. Instead of traditional jewelry pieces, we experimented with unique elements inspired by cricket. This led to the creation of bejeweled leather ball-shaped buttons and a bag inspired by a cricket ball, adorned with over 3,000 crystals, capturing the nation’s love for the sport in a novel way.
