Amrapali opens jewellery store in Juhu, Mumbai

By

Isabelle Crossley

Published
Mar 2, 2020

Jaipur-based jewellery brand Amrapali has opened a two-storey flagship store in Juhu, Mumbai, to display its selection of ethnic jewellery, featuring Kundan and Minakari work, among other craft traditions.

 
Amrapali’s new flagship store in Mumbai houses its collection of maang tika, bracelets, necklaces, chokers, pendants, rings, earrings, and clutch bags, all showcasing India’s rich and diverse cultural heritage. The store features embellished archways, glass cabinets to display bridal jewellery, a seating area, and statues throughout the space. 
 
“For India, we take Jaipur everywhere, for the entire world, we take India everywhere,” said Amrapali’s CEO and creative director, Tarang Arora, at the store opening last week, the New Indian Express reported.

“In our unending quest to keep our arts and traditions alive, we have become synonymous with jewellery, generating livelihood for over 1,300 families of artisans from across the country,” said Arora.

“My father, Rajeev Arora, and uncle, Rajesh Ajmera, have always taught me to imbibe the motto, ‘learn, earn, return,’ and that is the pure distillate that powers the passion at Amrapali till today.”
 
Amrapali also recently took part in the Doha Jewellery & Watch Exhibition in Qatar, which concluded on February 29, the brand announced on Facebook. Amrapali showcased its latest jewellery collection of ruby and gold jewellery in the trade show’s India Pavilion, which was inaugurated by Bollywood actress, Sonam Kapoor.