ENTER THE WORLD OF AMARIS
Every story has a beginning. Discover how AMARIS began in 2012 and grew into a global powerhouse at the forefront of innovative jewelry design, expert craftsmanship and unparalleled customer service.
"AMARIS is a magical kingdom of superlative jewels and exceptional workmanship. Our jewels are a melting pot full of imagination, creativity and passion to create some of the most beautiful pieces imaginable."
- Prerna Rajpal
AMARIS is India's leading jewelry design house of precious jewellery with a touch of tradition and a long-standing reputation built on quality craftsmanship.
The brand, founded in 2012 specializes in bespoke luxury jewels that are a beautiful juxtaposition of polki, diamonds and ethically sourced stones to create modern yet covetable one-of-a-kind baubles. Our jewels are subtle alchemy of contemporary and classic, precious stones with diamonds, refined finishes and fluid movement to create some of the most alluring designs which would stand the test of time.
Defined by a free-spirited attitude, the brand approaches design with a modern vision, keeping in mind its Indian roots. We stand for luxury and style co-existing in the form of timeless jewels. Our design philosophy relates directly to everyday and fantasy, tradition and innovation, design and versatility – creating an elevated experience that defies trade-offs. We believe women are multifaceted and can have it all – no compromise necessary.
Today, Amaris and its lead designer are being celebrated by the national fashion fraternity. Regular coverages in fashion magazines such as Harpers' Bazaar, Brides Today, Femina and Vogue speak of "a collection hard to miss" and "totally on-trend". The leading ladies of Indian cinema have been seen sporting Amaris at the red carpet – Deepika Padukone, Sonam Kapoor, Aishwarya Rai Bachchan, Madhuri Dixit, Sonakshi Sinha, to name a few. Shows with Industry legends like Rohit Bal, JJ Valaya, Suneet Varma have further strengthened the brand.
Most importantly, in a short period, Amaris has built a list of loyal customers that extends from Indian markets of NCR, Mumbai, Ahmedabad and Hyderabad to international hotspots like Dubai, Singapore and New York.
The AMARIS PROMISE
Spun in 2012 out of a 30-year old family-run jewelry business, AMARIS is a decade-old brand that ensures each jewel is crafted to its highest standards of workmanship and purity. Our brand ethos place ethical business practices, transparency and satisfied customers at the heart of our business success. We genuinely believe that we make some of the most exquisite handcrafted jewels that are at once timeless and contemporary, and thrive on making our clients sparkle brighter, smile more and make their everyday a celebration.
AMARIS deploys a robust procurement and manufacturing process, where each jewel is handcrafted and supervised by experts at our in-house workshop. We utilize certified diamonds, and all our products are hallmarked by an independent Government-authorized Assay agency to verity its 18k or 14k gold content.
We stand behind the quality of our jewels and offer an iron-clad, lifetime buyback and exchange. Further, every AMARIS jewel is warranted to be free from defects of materials and workmanship for one year.
A chance foray into designing jewelry for one of her mother-in-law's clients way back in 2012, led Prerna from the financial world of the global consulting firms to the eternal exquisite and hallowed portals of exceptional designing and craftsmanship. Her eye for detailing and the creative challenge and opportunity to work at the source with the karigars helped her plunge full time to design masterpieces that celebrate the beauty in woman in particular and life in general.
Notwithstanding the challenges of leaving behind her Chartered Accountancy and her American CPA degrees, she conceptualized the brand, AMARIS (meaning 'eternal' in Sanskrit), while still living in New York with the passion and the vision of bringing couture jewelry to Indian women at affordable rates.
With the prestigious accreditation of jewellery analyst from GIA, Prerna Rajpal's penchant for style and a keen eye for detail makes for jewellery that is unparalleled in its contemporary flair. She hones her inspiration from India's rich culture, vibrant hues, intricacies of nature and the legacy of the royal heritage.
Prerna's brand philosophy is to craft pieces that are not only aspirational and glamorous but also reflective of the client's individualistic fashion statement. Her target customer is someone with a strong sense of fashion and style, who knows what will work for her and is not afraid of trying bold, singular pieces. It could be anyone from an experienced, daring red carpet habitué or an upwardly mobile professional woman who is not scared of making a bold statement.
Crafting pieces that have become individual design statements to restyling older designs have fuelled a co-creative bond with the discerning clientele, who continue to rediscover themselves through Amaris' fine jewelry. What stands the brand apart is not just Prerna Rajpal's effortless balancing of premium style at palatable prices but also her relationship with her loyal clientele. The warmth of her presence and her experienced consultation skills brings women through the door that convert to lifelong patrons.
Today, Prerna is recognized by fashion magazines (Vogue, Harper's Bazaar, Brides Today, Femina, Verve) as one of India's most exciting jewelry designers. In a short span of time, she has garnered a client base of over 2000 loyal customers with her exceptional designs spanning across markets of NCR, Mumbai, Ahmedabad, Hyderabad to International hotspots like Dubai, New York and Singapore. Prerna was awarded one of India's top 75 successful women entrepreneurs in India in 2017 by the Hon'ble Minister – Mr Yash Vardhan. She lives in Gurgaon with her 10-year-old son and husband who is a CEO of a technology fund.
Get to know Prerna
I collect… shoes, bags and stationary!
I indulge in… desserts and a glass of pinot noir after an intensive work-out!
There are… always, always and always books and my son’s pictures on my table!
I find inspiration in… everyday items, architecture, nature and fashion!
I like exploring… how things are constructed, understanding the process that undergoes in creating each piece of luxury!
It began with two artisans, set out with a simple goal: to make beautiful, functional jewelry with the highest quality of craftsmanship.
AMARIS (meaning eternal in Sanskrit) is a fine jewelry brand known for crafting exquisite creations in diamond, jadau & gold. Our collection combines unique designs, a colorful palette and modern styles to create looks which are at once contemporary and glamorous.
Spun in 2012 out of a 30-year old family-run jewelry business, AMARIS is currently being run by a professional management team. The brand has built a strong presence in the NCR market with its flagship store at the prestigious designer enclave, The Gallery on MG in New Delhi
At the heart of Amaris' success is a rare combination of historical business expertise coupled with a visionary owner with a strong fashion sensibility. AMARIS remains inspired by its rich heritage and its spirit of innovation.
"If opulence is your style, stop by at the Amaris store which is full of statement pieces that are hard-to-miss, unique and totally on-trend!" Harper's Bazaar