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How this handmade jewellery brand became the choice of celebrities and A-listers during the pandemic

Nikita Gupta grew up watching her elegant grandmother, who she affectionately called Amma, adorned silver jewelry that she had carefully collected over the years. Her grandmother’s personal style statement, which is clearly different from other women of her generation, inspired Nikita to follow in her footsteps and express her creativity through unique creations of her own.

She founded Delhi-based jewelry brand Delhi granny in 2017, which saw phenomenal growth during the pandemic and became a celebrity and influencer favorite almost overnight. People like yami Gautam, Masaba Gupta, Rhea Kapoor, Neena Gupta, Nora Fatehi and Kangana Ranaut, as well as popular influencers including That Boho Girl, Komal Pandey, Masoom Minawala, and Kusha Kapila, were spotted in Amama’s designs last year.

Jewelry is a sophisticated but necessary part of any wardrobe, and every piece has a story to tell. Based on this philosophy, Amama regularly updates its jewelry collection at affordable prices. Most of the jewelry is designed by Nikita herself, with around 30 percent of the collection being curated from exclusive selections and indie brands around the world.

How it all started

It’s been quite a struggle for Nikita to build her brand. Equipped with a lot of passion, 50,000 rupees With her hard earned money and the will to succeed, she started a company for which she had no traditional training.

“I belong to a family of entrepreneurs that have sold household appliances for years and I am married into a family of biochemists and pharmaceuticals manufacturers – both safe and ancient companies. This made it very difficult for me to explain the idea and necessity of a jewelry brand to them. They were particularly concerned about the company’s longevity and whether it was a time-consuming hobby or something serious, ”Nikita tells YSWeekender openly.

However, with her grandmother’s encouragement, she overcame the disparagement of her family members and immersed herself in the intricacies of an online jewelry retailer. She soon set up a small website of her own, on which pictures of 10 products clicked on her smartphone were presented artistically arranged in her own salon.

The first few years were difficult because of a lack of money, she says, but she persisted in pursuing her goal. However, it was light at the end of the tunnel when the popular social media platform Instagram launched its short video medium called Reels after the pandemic. Nikita took the opportunity to quickly and engagingly design her brand’s jewelry that went viral.

The role of the pandemic

“Hard work is said to pay off in the end, and Amama effectively gained weight in lockdown last year,” says Nikita with a smile. When the lockdown was first imposed in March 2020, Amama had 20,000 followers on her Instagram page @amama_loves. A year later, they have 111,000 followers, which signals amazing organic growth. The surge in Instagram followers is just one indication of how their business thrived during the pandemic.

Nikita explains: “We started billing Rs 2-3 lakh per month and now we are billing around Rs 30 lakh per month. From five to 10 requests, we now receive an average of 300 requests a day. Our initial three-person team has now grown to 35 people and the number of hits on our website has increased by 459 percent! ”

Perhaps the biggest clue to Amama’s popularity is the sheer number of copycat Instagram pages ripping off her designs and even her original photos. Her handcrafted Krisha earrings, from a collection called Rangrez, were copied endlessly after style connoisseur Rhea Kapoor wore them in Diwali last year and tagged her side. This resulted in an increase in followers and engagement on social media, but it also resulted in an undesirable replication of their designs. Unimpressed by the plagiarism, Amama continues to produce new and fresh pieces.

Nikita Gupta, Founder, Amama

Your success story

Nikita attributes the reason for Amama’s success to its unique concept.

“Via our website and social media, we have created a jewelry community that caters to different individual needs and tastes. Everyone can get something of their choice, in their price range and in the best quality in its class. The reason we often launch new collections twice a month is because we want our regular customers to see something new every time they visit our website and newbies have a variety of options to choose from, ”she says.

Frequent and wide-ranging releases certainly play a role, but so does their light and eye-catching designs that highlight the simplest of looks. Stylists and celebrities reach out to Amama’s team via Instagram DMs and emails, requesting pieces that can be styled for photo shoots and intimate and lavish events.

Along the road

Amama has gained a loyal clientele by sticking to its original business model and the dramatic aesthetic for which it is known. Reaching the 50,000 follower mark on Instagram was a great reward for Nikita because that’s where it all started. This success made her believe that her brand had “finally arrived”!

As a virtual company, Amama sells retail through its website, social media and has also gotten to grips with multi-brand stores such as Nykaa, Ogaan and Pernias pop-up shop. However, plans to expand to a physical chain of jewelry stores are in the works.

“We hope to become India’s largest jewelry marketplace, where you can find jewelry for every occasion and with different cultural backgrounds. We would also like to bring well-known international jewelry brands from all over the world into the trade via our website for Indian customers. After all, every company needs time to make a name for itself, and ours too, but we believe wholeheartedly in our products and our concept … and that’s just the beginning, ”Nikita proudly concludes.

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