Skip to content


Your cart is empty


Reach out to us on +91 8287187386 or Click on the WhatsApp Icon below to get access to FLAT 60% exclusive sale.


AMAMA is more than just a label, it’s a brand that withholds a stronger and deeper essence to its handcrafted existence. It is the evolution and revolution of the jewellery industry that emphasizes on delivering the best, while never limiting the fashion needs and crossing all the horizons of creativity.


amama jewels pvt. ltd.

Founded in 2018, Amama creates, curates and hosts handcrafted fashion accessories from across the globe. Amama is more than just a Jewellery Brand, it’s a Fashion Accessory Marketplace with 40+ handpicked brands on-board.

Each piece stands out with its own USP, by seamlessly blending traditional techniques with the contemporary styles.

"You know how stories usually start with "Once upon a time"? Well, ours did too. But what sets us apart is the "end" - because we don’t believe in endings. For us, it's all about "Never Limiting, Always Creating". "

- NIKITA GUPTA (Founder & Director, Amama)

Vision & Mission

At Amama, our vision is to be the one-stop destination for exquisite jewellery and accessories for every style and occasion. We aim to inspire and empower individuals through our timeless, elegant pieces. Our mission is to curate high-quality, ethically sourced jewellery that showcases impeccable craftsmanship and innovative design, celebrating our customers' unique journeys and individuality.

Our Story

Where it all began?

It all started with Adda Jewellery, hand embroidered jewels in 2018 alongside a handful of Karigars , a heart full of dreams and a determination to transform the fashion jewellery and accessories market of India. Since then, we have been expanding our wings of creations with handcrafted jewels and handbags. Gloriously launched over 50+ successful collections and proud creators of the most loved ‘Infinity Nano Bag’ , ‘Krisha Earrings’ , ‘Infinity fall danglers’ , ‘Myra Choker’ and many more.

Admired by over 50,000 customers and celebrities around the globe, our main motto is to curate all kinds of jewels and other fashion accessories, from the smallest to the most elegant, vintage or modern and absolutely "any style" under one roof.

Today, Amama has forayed into 3 successful verticals - Amama Exclusive, Curated, and Brands. 

Join us in this journey and become a part of the AMAMA Family.


What ignited the spark?

the inspiration

"This brand, this project, and all the designs are inspired by my Amma and the priceless silver jewellery I inherited from her. Jewellery holds deep personal significance for women, symbolizing cherished memories and traditions. This inspired me to start Amama, blending timeless elegance with contemporary designs."

- Nikita Gupta, Founder & Director, Amama

How it all began?

about the founder

Nikita embarked on her entrepreneurial journey in 2018, driven by a passion for crafting timeless pieces that blend tradition with contemporary elegance.

A Pearl Academy graduate specializing in retail management, Nikita gained valuable experience with renowned brands like Forever 21 and Louis Vuitton.

what makes our craftsmanship


Amama is known for its unbeatable fine craftsmanship. From hand embroidered jewellery to 22kt gold plated brass jewellery, it is all manufactured in-house at our very own workshop in Noida, UP.

Using the finest materials, and ergonomic designs, Amama offers not just jewellery but a premium experience

Handmade with ❤

Each piece is meticulously handcrafted with love and attention to detail, ensuring uniqueness and superior quality in every style

Detailed design

Our accessories feature intricate designs that highlight the exquisite craftsmanship, showcasing the perfect blend of traditional artistry and modern aesthetics

22kt Plating

Our accessories are lavishly coated in 22kt Gold & Silver as per the design, providing a rich, luxurious finish that ensures lasting shine and elegance


Thoughtfully designed to be gentle on your skin, our pieces are hypoallergenic, offering all-day comfort without causing irritation

High Quality Raw Material

We use only the finest raw materials, ensuring that each piece is durable, resilient, and retains its beauty over time


Amama is known to be a trendsetter in the Indian fashion industry for it's exquisite jewllery & fashion accessories which are adorned by 100+ celebs & influencers