AMAMA Raises $1 Million to Redefine Modern Jewellery — And the Fashion World Is Watching AMAMA, the Delhi-based jewellery label loved by fashion-forward millennials and Gen Z trendsetters,
AMAMA, the Delhi-based jewellery label loved by fashion-forward millennials and Gen Z trendsetters, just secured $1 million in fresh funding from Mistry Ventures — and it’s about to change the game for handcrafted Indian jewellery.
This latest round marks the brand’s second big investment, following its earlier backing from She Capital Trust. But this isn’t just about cash — it’s a strategic boost for a homegrown label that’s quietly going global.
Founded in 2019 by Nikita Gupta, AMAMA isn’t your traditional jewellery brand. It’s bold, expressive, deeply rooted in Indian heritage, and proudly handcrafted — everything fast fashion is not.
What started as Gupta’s passion project to reinterpret the jewellery traditions she grew up with has become a cultural movement wrapped in sparkle. AMAMA doesn’t just sell accessories — it tells stories through wearable art.
From Rajasthani pearls to contemporary ear cuffs, every piece in AMAMA’s catalog is designed to bridge generations — connecting the elegance of the past with the style of the now.
This funding isn’t going into glitter for the sake of glitter. AMAMA’s vision is ambitious and laser-focused.
Here’s where the new capital will be used:
“This is about building a brand that celebrates Indian artistry in a global voice,” said founder Nikita Gupta. “With Mistry Ventures’ support, we’re ready to scale sustainably, creatively, and consciously.”
In a jewellery market often saturated with mass-produced pieces, AMAMA brings soul. It doesn’t just sell accessories — it curates emotion, story, and identity.
Here’s why fashion insiders and investors are paying attention:
✅ Handcrafted, curated pieces from across India and the globe
✅ Designs that feel fresh, fierce, and unapologetically expressive
✅ A strong digital-first presence combined with curated offline experiences
✅ A brand voice that resonates with a new generation of buyers who want meaning in what they wear
And with the backing of investors like Mistry Ventures, AMAMA is ready to take its indie-cool aesthetic mainstream.
Nikita Gupta has been clear about AMAMA’s next chapter: growth with purpose.
That means:
And most importantly — doing it all while staying true to the brand’s DNA: expressive, bold, handcrafted jewellery that feels personal.
The funding from Mistry Ventures isn’t just a financial vote — it’s a validation of AMAMA’s mission to blend craftsmanship with consciousness.
“We’re excited to support a brand that’s as much about impact as it is about beauty,” said a spokesperson from Mistry Ventures. “AMAMA’s fusion of heritage and modernity is exactly what today’s global consumer is hungry for.”
In a world of fast fashion and fleeting trends, AMAMA is playing a long game. One where storytelling, craft, and heritage shine brighter than any diamond.
This $1 million funding round is more than capital — it’s a launchpad for the next phase of mindful fashion, powered by Indian design and global ambition.
Watch this space. Because AMAMA isn’t just rising — it’s about to glow worldwide.
