18 January 2023, National: Amama, a high-end designer jewellery brand/marketplace that has gained popularity on Instagram, has recently secured a seed funding of $250,000 from She Capital, a leading early-stage diversity fund that focuses on investing in consumer technology startups led by women. The funds will be used to enhance the brand’s digital presence and improve logistics and operations.
She Capital’s portfolio includes successful consumer brands such as Samosa Singh, Clovia, Yuva Kabaddi, and Nova Nova. This marks She Capital’s first investment in the online jewellery market, which is predicted to reach $3.7 billion by 2025. Founded in 2018 by Nikita Gupta, Amama has quickly gained a dedicated customer base for its handcrafted designs and ethically sourced collections from around the world.
Initially starting with hand-embroidered jewellery, the brand introduced 22kt Gold-plated brass jewellery in early 2022 and quickly became a favorite among celebrities and fashion influencers like Alia Bhatt, Masaba Gupta, Jacquline Fernandez, Kriti Sanon, Nora Fatehi, Masoom Minawala, and Komal Pandey. The company currently has approximately 80 members on its team and plans to expand its reach within India and internationally. With a focus on sustainability, Amama aims to deliver high-quality jewellery through fair practices. In the future, the brand plans to launch an accessory line that will allow customers to shop for all types of fashion accessories under one roof.
“We’ve known Nikita for a while now, and absolutely love what she is building and how she has gone about creating a cult following around Amama. We’re excited to be a part of Amama’s growth journey along with this determined entrepreneur” said Anisha, Founder of She Capital.
“We are thrilled to have Anisha and She Capital on board supporting us as we continue to grow and evolve as a brand,” said Nikita Gupta, Founder, of Amama. Nikita, an alumnus of Pearl Academy, explained that the term Amama comes from the Telugu word Amama which stands for Dadi, which is how she addressed her grandmother who is the inspiration for all her designs. “Amama has always been my baby and I feel blessed to be able to share the love for my brand with She Capital. This funding will allow us to bring our vision to life and create even more beautiful and meaningful pieces for our customers, whom we refer to as Amama Lovers, worldwide. And surely, Amama will soon become a part of every woman’s wardrobe.” added Nikita.