For decades, the Indian jewellery industry has seen a vacuum in the niche of contemporary and innovative jewellery creations for men. AMYR is India’s first e-commerce fine jewellery business for men, which aims at revolutionizing the market with its radical style and unique design-centric approach. In conversation with TMM, Armaan Narang, Founder, AMYR, talks about the design philosophy and future plans of the newly-launched jewellery brand.

Tell us about yourself and what led to the beginning of AMYR?
I am a 23-years-old entrepreneur and also the third generation of the Hazoorilal Legacy family of jewellers. I completed my undergraduate degree from Bryant University in the United States where I pursued a major in Business Administration with a concentration in innovation and leadership and a minor in psychology. I will be attending GIA in September 2021 to complete my formal education in jewellery and attain a Graduate Gemologist degree to become a certified Gemologist.

While India boasts to be one of the largest gems and jewellery industries in the world, yet men’s jewellery is a relatively untapped sector and it is necessary to exploit it. Therefore, the idea of launching India’s first e-commerce fine jewellery brand curated exclusively for men was born out of passion and a perceived need of the market.

Tell us about the core design philosophy of the young brand.
AMYR prides itself on its design philosophy; it is unlike anything the Indian jewellery industry has witnessed. Our jewellery is designed to stand out and make a statement. It is audacious, unabashed, bold, innovative, yet has an understated charm. At AMYR jewellery is designed to reflect the personality of men who wear it and allow them to express their individuality. We take inspiration from various contemporary and historical elements of masculinity, which are then brought to fruition through jewellery made in sterling silver and cast in three-dimensional print moulds to ensure impeccable levels of detail and finishing. Our jewellery is offered in up to four plating options including 18 karat yellow gold, 18-karat rose gold, white rhodium, and black rhodium, with bespoke customization and engraving options. Customers can select the exact plating option they prefer for their jewellery and get it personalized with a laser inscription. At AMYR each piece is made-to-order as per the specifications of the customer.

How will you bridge the gap between men and jewellery?
Indian men and fine jewellery have a long-standing history. Although, the two do not share the same kinship in recent times, and that is the reason AMYR has been introduced in the market. As the founder of AMYR and a generation Z myself, my target audience is very clear. Gen Z or centennials as they are called, account for 27% of the Indian population and as the largest generational cohort in history, their purchase pattern in the future. Understanding this cohort is the key to the successful reintroduction of men’s jewellery in the market. They want a brand that offers versatility, through which they can express their individuality. This is where AMYR steps in with jewellery designed to reflect the personality of the modern man, with bold and contemporary designs and a wide array of personalization options ensuring each piece is as unique as the person wearing it.

Any tips for silver jewellery care at home?
 Every jewellery piece is delicate and should be looked after and taken proper care of. Some measures for the same include storing your jewellery in a cool and dry place, and avoiding contact with chemicals present in perfumes, creams, lotions, cologne, sanitisers, soap etc.

Are you planning to introduce jewellery made with precious stones too?
A couple of our designs are adorned with natural certified diamonds. Moving forward, we may look to use diamonds and coloured stones.