Nikita Gupta grew up watching her elegant grandmother, whom she fondly referred to as Amma, adorn silver jewelry that she had painstakingly collected over years. Her grandmother’s private fashion assertion, fairly distinct from different ladies of her era, impressed Nikita to observe in her footsteps and specific her creativity by distinctive creations of her personal.
She launched Delhi-based jewelry model Amama in 2017, which witnessed phenomenal progress through the pandemic, changing into a celeb and influencer favorite nearly in a single day. The likes of Yami Gautam, Masaba Gupta, Rhea Kapoor, Neena Gupta, Nora Fatehi, and Kangana Ranaut, in addition to well-liked influencers That Boho Woman, Komal Pandey, Masoom Minawala, and Kusha Kapila, amongst others, have been noticed carrying Amama’s designs over the past 12 months.
Jewelry is an aspirational but needed part of any wardrobe, and every bit has a narrative to inform. Taking part in off this philosophy, Amama often updates its jewelry assortment and costs it affordably. Most of its jewelry is designed by Nikita herself, with about 30 p.c of the gathering curated from unique choices and indie manufacturers world wide.
The way it all started
It was fairly a wrestle for Nikita to arrange her model. Outfitted with oodles of ardour, Rs 50,000 of her personal hard-earned cash, and a will to succeed, she launched into a enterprise for which she had no conventional coaching.
“I belong to a household of businessmen, who’ve offered residence home equipment for years, and I’m married right into a household of biochemists and pharmaceutical producers – each protected and age-old enterprises. This made it very difficult for me to elucidate the concept and the necessity for a jewelry model to them. They have been principally anxious concerning the longevity of the enterprise and whether or not it was a mere time-consuming interest or one thing that might be taken significantly,” Nikita tells YSWeekender with candour.
Nevertheless, along with her grandmother’s encouragement, she overcame the disparagement of her relations and threw herself into researching the intricacies of an internet jewelry retail enterprise. Earlier than lengthy, she arrange a small web site herself, which displayed photos of 10 merchandise clicked on her smartphone, artistically organized in her personal drawing-room.
She says that the primary couple of years have been tough attributable to an absence of funds, but she saved doggedly pursuing her objective. Nevertheless, there was gentle on the finish of the tunnel as after the pandemic, well-liked social media platform Instagram launched its short-video medium referred to as Reels. Nikita took the chance to create fast and interesting content material styling her model’s jewelry, which started going viral.
The pandemic’s function
“As they are saying, arduous work pays off in the long run, and Amama successfully picked up final 12 months in lockdown,” Nikita says with a smile. When the lockdown was first imposed in March 2020, Amama had 20,000 followers on their Instagram web page @amama_loves. A 12 months on, they’re at 111,000 followers, signalling an astounding natural progress. The rise in Instagram followers is however one indication of how their enterprise flourished through the pandemic.
Nikita explains, “Began from billing of Rs 2-3 lakh a month, we now invoice round Rs 30 lakh a month. From 5 to 10 queries, we now get a median of 300 queries each day. Our preliminary staff of three folks has now expanded to 35 folks and the hits on our web site have elevated by 459 p.c!”
Maybe the largest indication of Amama’s recognition is the sheer variety of copycat Instagram pages that rip off their designs and even their unique pictures. Their Krisha handmade earrings from a set titled Rangrez, have been copied endlessly after fashion maven Rhea Kapoor wore them round Diwali final 12 months, and tagged their web page. This led to a spike in followers and a rise in social media engagement, but additionally led to undesirable replication of their designs. Unfazed by the plagiarism, Amama continues to supply new and contemporary items.
Nikita Gupta, Founder, Amama
Their success story
Nikita ascribes the explanation for Amama’s success to its distinctive idea.
“Via our web site and social media, we have now created a jewelry group that caters to different particular person wants and tastes. Everybody can get one thing of their selection, inside their value vary and of the highest quality in its class. The explanation we often launch new collections, as usually as twice a month, is as a result of we wish our common patrons to have one thing new to see each time they go to our web site, and for newcomers to have a great deal of choices to select from,” she says.
Frequent and wide-ranging releases definitely have a task to play, however so do their light-weight and placing designs, that elevate the best of appears. Stylists and celebrities alike attain out to Amama’s staff by Instagram DMs and emails, requesting items that may be styled for photoshoots, and intimate in addition to lavish occasions.
The highway forward
Amama has garnered a loyal clientele by sticking to its unique enterprise mannequin, and the dramatic aesthetic they’ve come to be identified for. Reaching the 50,000-follower mark on Instagram was a giant reward for Nikita, as that was the place every thing started. This achievement made her consider her model had “lastly arrived!”
As a digital enterprise, Amama retails by its web site, social media handles and has additionally partnered with multi-brand retailers akin to Nykaa, Ogaan, and Pernia’s Pop-Up Store. Nevertheless, plans for enlargement to a bodily chain of jewelry retailers are within the works.
“We hope to change into India’s greatest jewelry market the place you will discover jewelry for each event and from varied cultural backgrounds. Within the course of, we might additionally prefer to get well-known worldwide jewelry manufacturers from world wide to retail from our web site for Indian clients. In spite of everything, each enterprise takes time to make a reputation and so did ours, however we consider wholeheartedly in our merchandise and in our idea… and that is only the start,” Nikita indicators off with pleasure.