Nikita Gupta, founder of New Delhi based jewellery brand named ‘Amama’.
"Amama” means Amma in Telugu which is how Nikita used to address her grandmother.
Nikita is a retail management graduate from Pearl Academy who took inspiration from heirloom silver jewellery she inherited from her grandparents. But before starting her own venture Nikita gained valuable experience and got trained with brands like Louis Vuitton and Forever 21.
Her ardent interest in bohemian style, along with industry training and a strong family heritage in jewellery business she soon started her own accessory label that echoed her artistic aesthetic.
Though the journey was anything but easy. Marrying into a family of biochemists and pharma, it wasn't easy explaining the whole need and aspiration behind a Jewelry brand. Initially she struggled to explain the longevity of the business and whether it was just a hobby (as most households think about women driven projects) or serious business.
But instead of people telling her not to get into it, she started with my little research and set up a small website (herself) with 10 product pictures.
But after initial struggles of 2 years from finances to product mix, she has now developed Amama into a brand that aspires to tell stories of people who buy jewellery and also people who make it, through its products. Founded in the year 2017, Amama specializes in handcrafted jewellery and curates unique jewellery pieces from different parts of the world.
Every piece is carefully bought personally from all over the world, representing different cultures or countries.
Nikita started with the vision of making Amama into India’s leading Jewellery platform where women can buy pieces from different cultures and own them as heirloom pieces which are worthy of being passed onto the next generation.
Over the span of 4 years, Amama has already been featured in some of the best publications like Cosmopolitan, Elle, Harper's etc. Celebrities like Yami Gautam, Kangana Ranaut, Masaba Gupta, Rhea Kapoor, Neena Gupta, Nora Fatehi etc. have also been spotted wearing Amama. One can now find tons of pages on insta selling Amama fakes using Amama’s original pictures. But Nikita takes it as a complement to her struggle and love for her designs as “Imitation is the best form of flattery”.
Click on the link below to join Tulika in her interaction with Nikita, as she shares her inspiring journey on how she managed to grow her brand Amama despite obstacles!