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 lumina collection

Amama has been featured and published in leading press and media outlets, solidifying our position at the forefront of luxury design & fashion industry.


the daily guradian


Amama was founded in 2017, and has garnered a loyal clientele ever since. Its pieces have been seen on celebrities like Yami Gautam, Masaba Gupta, Riya Kapoor, Neena Gupta and Nora Fatehi among others. In a candid chat, founder Nikita Gupta shares her vision for the brand... Read More


Popular Jewellery Brand Amama Secures Seed Funding from She Capital

Amama, a high-end designer jewellery brand/marketplace, that has been taking Instagram by storm, recently raised seed funding of $250,000 from She Capital, India’s most active early-stage diversity fund with a focus on investing in consumer tech startups led by women. The startup aims to utilise the fund in boosting its digital presence and to technologically uplift its logistics and operations side... Read More

whats hot

From Alia Bhatt To Samantha, This Delhi Brand Is The Go-To Celebrity Jewellery Store In The City!

Flaunt timeless jewellery pieces from Amama and complete your ensembles like a celebrity! Jewellery comes in different colours, sizes, and shapes. While some people are fond of minimalistic designs, others might want to complete their outfits with statement pieces... Read More


AMAMA launches their latest collection “IN THE NAME”

IN THE NAME, is a coveted collection which revolves and evolves from you. This collection is about initials which are intricately handcrafted and assembled with love for love. Also, it is a curation of hand embroidery and metal  moulding which makes every alphabet impeccable and unique in its own way... Read More

the daily guardian


The last two years have changed fashion as we knew it. Jewellery has gained prominence over clothing as an easy way to add glitz and glamour to one’s virtual looks. And the brands that offer the widest range – from statement to delicate pieces – have become the most favoured ones. Entrepreneurs and designers also began styling their pieces on their social media accounts, which helped achieve widespread reach in the farthest corners of the country... Read More


A Review of AMAMA Jewellery

With waist-up dressing becoming a legitimate concept after the pandemic, jewellery has become more important than ever before. Most of my meetings take place online and I'm therefore always on the lookout for unique pieces of jewellery that will elevate my outfit and multi-task from online meetings to social outings. Recently, I tried the Amama Jewellery brand and today I'm sharing my review of the products of this brand with you... Read More


Amama: A treasure trove of exotic jewelry

In our country, everyone has their style of getting dressed up. While one person may want to dress up subtly, another may choose to dress up more overtly. As we all know, accessories can make or break an outfit, but matching the proper accessories with the right item of clothing is the trickiest aspect! In any case, when it comes to jewelry, individuals enjoy experimenting. However, when we think of shopping, we naturally think of the normal local markets. There are very few people that sell it online or who are easily available... Read More


Silver Jewellery Is The Hottest Trend Right Now And These Online Stores Deliver The Best

You may ask, what’s with our current obsession with silver jewellery? Weren’t these rusty pieces reserved for the hipsters & gypsy souls? You wouldn’t be here if you were still untouched by the charm of the silver bling that can instantly elevate any basic-looking kurta or even a western outfit, say a denim jumpsuit... Read More

your story weekender

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

Nikita Gupta grew up watching her elegant grandmother, whom she fondly called Amma, adorn silver jewellery that she had painstakingly collected over years. Her grandmother’s personal style statement, quite distinct from other women of her generation, inspired Nikita to follow in her footsteps and express her creativity through unique creations of her own... Read More


7 Timeless Pieces of Jewellery You Need to Own

Celebrity stylist Sanjana Batra picks 7 pieces of jewellery that will last you more than a few seasons. The Misho gold necklace is a great statement making pieces, they add an element of drama to any outfit and can elevate any simple look... Read More


These Are The Labels We're Currently Crushing On

An ardent fan of bohemian style, New Delhi based designer Nikita Gupta trained under brands such as Louis Vuitton and Forever 21 before starting an accessory label that echoed her artistic aesthetic. The retail management graduate from Pearl Academy took inspiration from heirloom silver jewellery she inherited from her grandparents... Read More


AMAMA – The Glittering Jewelry Sharing its Story

Amama means Amma in Telugu, which is how Nikita addresses her grandmother, who currently is in her 80s. Amama, the brand, is curating the best of jewelry from every part of the world and trying to invoke every feeling that comes when you see or hear about jewelry. Every woman is very close to the jewelry they own and even more to the ones that are inherited. The brand Amama and all its designs are inspired by the Founder & CEO Nikita Gupta’s grandmother, from whom she inherited a lot of silver jewelry, which are now priceless... Read More


Nikita Gupta - Amama

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... Read More


Every Jewellery Piece tells a unique story about its owner!

Jewellery is always a woman’s go-to accessory whenever we are looking to add some oomph factor to our outfits. The best women’s jewellery is more than just a flashy trinket or a status symbol. It’s an emotion. It’s a story about the woman who is wearing it and, in many cases, of the woman who passed it onto their next generation... Read More