Women Torchbearers of Viksit Bharat - Redefining the Fine Jewellery Landscape

Prerna Rajpal shares her entrepreneurial journey towards becoming a global jewelry powerhouse rooted in Indian craftsmanship, in conversation with Aditi Chakraborty

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What was your inspiration for entering the fine jewelry business?

I noticed a gap in the market where mom-and-pop stores lacking in transparency and customer service, sold mediocre designs, while a few designers offered high-end options at dramatically inflated prices. I decided that this was the opportunity I wanted to pursue, aiming to create exceptional designs complemented by transparent policies and excellent customer experience. Consequently, I founded AMARIS in 2012.

Coming from a background in finance, entering a new field was initially challenging. I had trepidations about working at the grassroots with artisans in an unorganized space. However, I quickly realized that I had a talent for design and was eager to bring professionalism to the industry.