A brand management strategy is a collection of techniques used to boost the perceived value of a product or service. In a world where costumers make brand decisions in the blink of an eye, a woman can influence her brand if she understands what makes her brand unique and how to communicate this message to the rest of the world. Women have an advantage over men in this regard: they can choose between a traditionally male logic-based leadership style and a traditionally female intuition-and-inspiration-based leadership style, or they can combine both. Nikita Gupta, the founder of Amama, is one such lady whose personal motivation inspired her to launch her own jewellery brand, which showcases the finest of jewellery from across the world in order to spark every emotion that an individual perceives when they see or hear about jewellery.

The brand was established in 2017 by Nikita with the vision to create a platform where customers can buy high-quality jewellery at a fair price that is In an in-depth interview with the Women Entrepreneur Magazine team, Nikita shares her leadership thoughts and professional experience as a brand owner.

Give us an overview of Amama. What are some major features/facets about the brand that you want us to highlight through the article?

Amama, founded in 2018, curates the best of jewellery from across the world, seeking to elicit every emotion that arises when a person sees or hears about jewellery. This initiative, as well as all of the designs, is inspired by amma (grandmother), from whom I received a significant collection of exquisite silver jewellery.

When it comes to the brand Amama, we got off to a sluggish start. The real kicker is that I received one order on the first day I launched my business, which was a big confident boost. I began by investing a little amount of time, energy, and money in building my team. So, in four years, we've gone from one person to a team of around 100. The Pandemic was bad, but on the other hand, it played a huge role in supporting me in moving my entire business to the next level since everyone was at home, thus perhaps online shopping grew and people began purchasing more.

Take us through the foundation journey of the brand. What was the motivation and inspiration behind establishing a jewelry brand?

Amama was inspired entirely by my dadi (grandmother), whom I used to call amma. In Telugu language, grandmothers are referred to as amama. The brand is completely inspired from my grandmother because I've inherited a lot of silver jewellery from her. I've seen her wearing a lot of beautiful jewellery since I was a child, and I've always been captivated by it. She left me all of her jewellery when she died. She is my motivation, and that's how amma has evolved into the brand Amama.

Tell us about the various kinds of jewelry that Amama is largely known for. Also, throw some light on some of the most well received collections launched by the brand so far.

Amma is well-known for her handcrafted jewellery. I currently have a team of 50 karigars (workers) who specialize in handcrafted jewellery. It's entirely inhouse now. We have necklaces, chokers, earrings, pendants, brooches, and other types of jewellery. Amama aspires to create a marketplace model where customers can find all types of jewellery under one roof. In addition to our own manufacture, we curate different brands and types of jewellery in metal and other materials. We're exploring in almost everything when it comes to jewellery.

When it comes to my best-selling collection, it is my in-house Rangrez collection, which consists of embroider jewellery. It's completely handcrafted and part of our star collection.

What is the brand philosophy behind Amama? What are the different avenues that Amama utilizes to reach its consumers?

We're attempting to create very relatable content about jewellery in order for people to understand that they don't have to invest solely in real jewellery in order to look nice. They can have costume jewellery that is intricately made with hand combat that can also add value to their appearance because every human is very close to the jewellery they own. So we're attempting to create an image of a platform where customers can buy high-quality jewellery at a reasonable price.

“Amama differentiates itself in the market through the designing that we do, the workmanship that we deliver, and the affordable pricing that we provide”

In today’s highly competitive fashion & apparel market, how does Amama differentiate itself from its contemporaries in the market? What is the brand’s USP?

Amama differentiates itself in the market through the designing that we do, the workmanship that we deliver, and the affordable pricing that we provide. Everything is handmade and designed by us, according to the workmanship.

The brand's USP is high-quality jewellery at a reasonable price. We're aiming to create statement jewellery, and People Shouldn’t be reluctant to invest in Amama because it will last a long time.

How has the market reacted to the brand so far? Give us a glimpse of your clientele.

The market reacted positively to Amama. We have served almost all of our country's regions and supply the majority of the world. Our product received a favourable response. People like the product's quality and price.

How has Amama’s growth journey been so far? What is the roadmap ahead for the brand? Are you looking to launch any new collections or products in the near future?

We intend to release a slew of collections in the future so that customers have something new to buy every month. Amama's journey has been a roller coaster ride, but we're doing our best to bring the best to our customers.

In terms of the future, we aspire to be India's leading jewelry brand. So, the plan for next year is to scale up as much as possible while maintaining quality. We want to provide both quality and good brand value.