Indian jewellery label AMAMA has raised $1 million in fresh funding from Mistry Ventures, marking a major milestone in its growth journey. This is the brand’s second major round after its initial backing from She Capital Trust.
The latest investment will support AMAMA’s push to scale operations, build new stores, and strengthen its brand narrative around handcrafted jewellery with modern design. The funding also highlights growing investor interest in niche fashion brands with global storytelling potential.
AMAMA Jewellery Fresh Funding
The company plans to use the funds to deepen its footprint in key Indian cities including Delhi and Mumbai. It will also open four new retail outlets, one in Mumbai, one in Ahmedabad, and two in the Delhi NCR region.
Along with retail expansion, AMAMA is upgrading its supply chain, design studio, and tech systems to better manage both online and offline operations. These enhancements aim to support rising demand and improve the customer shopping experience.
Exploring Global Markets
Beyond India, AMAMA is eyeing international growth through global exhibitions, curated fashion shows, and tie-ups with overseas multi-brand outlets. The brand also wants to tap into the travel retail segment, taking its expressive pieces to newer audiences worldwide.
Founder Nikita Gupta, reflecting on the brand’s journey, said this investment is not just about business but about honoring India’s bold, rooted design ethos. She said AMAMA is ready to scale new heights and reach more people through “pieces that speak louder than trends.”
Focus on Heritage and Style
AMAMA is not just selling jewellery, it’s telling stories through wearable art. Each piece is handcrafted and represents a blend of tradition and contemporary aesthetics. The brand aims to bridge generational gaps in fashion by celebrating Indian craftsmanship in fresh and expressive ways.
This unique positioning has helped AMAMA build a loyal following, especially among younger consumers who value meaning and creativity in fashion. The new funding will help the brand keep its promise of offering distinct, handcrafted jewellery that reflects both personality and heritage.
What is AMAMA?
AMAMA is a fashion jewellery brand founded in 2019 by Nikita Gupta, inspired by her personal connection to handcrafted ornaments. The brand curates and creates unique accessories sourced from various artisans across the globe.
With a base in New Delhi, AMAMA has quickly earned a name for merging Indian heritage with modern expression. Its collections often showcase bold aesthetics while preserving traditional craftsmanship, making it one of the most distinctive names in India’s premium fashion jewellery segment.
