Amaris, a celebrated name in chic fine jewellery, launched its first standalone boutique in Banjara Hills, Hyderabad. Deccan Chronicle caught up with founder Prerna Rajpal on the occasion to know what makes her brand stand out and why she chose Hyderabad for her new outlet. Prerna Rajpal says “Hyderabad holds a special place in India’s culture and design legacy with its storied past, discerning patrons, and an evolving love for individuality in luxury,” she says. The Boutique’s debut in Hyderabad unveils “Hyphen”—an exclusive collection that celebrates the meeting of the two worlds of North and South India promoting modernity, legacy and individuality. Amaris debut also featured rare Zambian emeralds, vivid Kunzites, tourmalines and F-G color diamonds.Prerna Rajpal shares what makes Amaris unique, her vision for Hyderabad, and her experience working with celebrities.Why is Hyderabad a key market for Amaris?Our journey here started three years ago through pop-ups and exhibitions, and the response was outstanding. Customers in Hyderabad are looking for something new, fresh, and modern. They love colored stones and diamonds with a contemporary look. They do not prefer big, traditional jewels that do not pair well with gowns and modern wear. That is why Hyderabad made perfect sense for us to enter quickly.What sets your brand apart from other luxury jewelry brands in India?Amaris is very different. In Hyderabad, most traditional jewelers focus on big occasions, traditional designs. What sets us apart is our iconic, modern-day designs, which are truly works of art. We also offer jewelry that fits into everyday life, perfect from nine to five, for dining or brunching with friends. Our customer experience is very new age. When a customer walks in, it is not about selling the most expensive piece; it is a consultative journey. We want them to feel like they have entered a friend’s home, with a lounge-like space where they can sit and chat. We first get to know the client, understand whether it is a milestone, a self-treat, or a big celebration, and then our stylist curates what suits them best instead of showing piece after piece.How do you ensure that Amaris’ jewelry pieces, crafted in-house, meet the highest standards of workmanship and purity?Everything is made in-house, unlike many jewelers who buy and resell. 100% of our designs are created internally, reflecting their quality. We provide IGI certification which is offered by very few brands—so customers can be stress-free, knowing the diamonds are natural. We also offer lifetime buyback and exchange with no deductions. If you buy a piece worth ₹1 lakh and want to exchange it later, the full value is retained. These efforts ensure customers return, making it a lasting relationship, not a one-time purchase.How has working with celebrities like Deepika Padukone and Aishwarya Rai Bachchan impacted Amaris’ brand visibility and appeal?It’s an absolute pleasure. Our first major placement was with Aishwarya Rai for Brides Today in Paris, right after we started Amaris. Ten other jewellers were present, but she chose to wear only Amaris. It’s good to see Bollywood celebrities pick our pieces, especially with such fierce competition. It speaks volumes about our design and the brand’s strength.With the launch of its Hyderabad boutique, Amaris takes a meaningful step towards connecting with the evolving tastes of South India. Rooted in craftsmanship and inspired by culture, the brand continues to redefine everyday luxury through jewelry that feels personal, timeless, and distinctly modern.As told to Sherin MJ and Kripa C. Saji.
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