The jewelry house, originally from Jaipur, was founded in 1978, and since then it has consistently delighted its fans with exquisite jewelry made using the most unimaginable techniques. The cultural value of the brand’s products is also evidenced by the fact that Amrapali operates a museum of Indian jewelry located in Jaipur.
The style of this jewelry house is based on the history of Ancient India, which fascinated the brand’s founders even while they were in graduate school.
The success of this jewelry house is based not only on a reverent attitude to the history of India and the careful restoration of mythological stories in their creations, but also on the painstaking work of the founders. As history students, they started out with cheap beaded jewelry, and it was only when they visited Jaipur, which later became the cradle of the brand, that they became acquainted with garnet, which at that time was one of the most popular stones for creating jewelry. While studying garnet, the friends learned the basics of jewelry making. This captivated them so much that they decided to create a lot of beautiful jewelry from more expensive materials.
THE BEAUTY OF ANCIENT: WHAT IS AMRAPALI CREATING TODAY
The brand’s philosophy is to create works of art rather than ordinary jewelry. The founders of the jewelry house, Rajesh and Rajeev, visited many small villages where they were able to purchase ancient jewelry and give it a new life.
The jewelry house treats the culture of India with special reverence, as well as its historical heritage, which is reflected in the form of jewelry. Products made of yellow gold and silver are combined with traditional Indian painting techniques, and the center of symbolism in the products remains the most revered flower – the lotus.
ACHIEVEMENTS OF AMRAPALI JEWELRY HOUSE
Amrapali is the only Indian jewelry house that has the honor of being an official sponsor of Milan Fashion Week, but this is not the only achievement. In India, the brand’s products are extremely highly valued, often appearing in famous Bollywood films and also adorning celebrities.
Since 1996, the brand has been designing jewelry for the Miss India competition. Today, this jewelry house has more than 25 retail outlets in India, as well as showrooms and sales points in the UK, USA, Spain, Nigeria, and Sri Lanka.
UNIQUE ETHNIC JEWELRY WITH LOVE
The current managers of the jewelry house are trying to produce truly unique products that can truly be called works of art. Even in times of near-universal automation, Amrapali continues to collaborate with artisans who make jewelry by hand. For example, enamel for jewelry is always applied by craftsmen, becoming more and more perfect from collection to collection.
The brand’s leaders strictly adhere to the main rule: even if the designers create something fundamentally new for the next collection, the basis should still be ethnic. Not a single detail of Amrapali jewelry should resemble something created by the hands of other craftsmen.
The brand does not strive to be like famous European jewelry houses, maintaining its originality, which makes it truly unique and in demand. Jewelery makers always take inspiration from Indian roots, be it mythology or cultural heritage, transforming classic types of jewelery to suit the modern times.
The uniqueness of jewelry is preserved in each collection thanks to a clear rule: no more than 100 pieces in one design. Amrapali produces jewelry not only under its own name, but also in collaboration with large retail jewelry stores to improve brand awareness and expand its reach.
Thanks to their careful attitude to the culture and history of their country, the founders of Amrapali managed to create a brand that feels great not only in India itself, but also on the international stage. Bright jewelry with unusual designs attracts attention and continues to receive rave reviews from renowned jewelry houses, thereby connecting an inspiring past with an amazing future.
