PNS|HYDERABAD
We are obsessed with Amalfa’s approach! They’re not just about creating pretty jewellery; they’re on a mission to empower women through fashion. Their “less but better” philosophy is so refreshing – it’s all about quality over quantity and designs that are both timeless and versatile. And can we talk about how cool it is that they’re using AI and robotics to bring their vision to life? It’s like the perfect blend of tech and artistry. Plus, knowing that their jewellery is not only beautiful but also sustainable and allergy-free just makes it even more special. Have you seen their collection? Neha Sethi Walia and Ishita Ajmani, co-founders of Amalfa, share everything with us!
How can it establish its distinct niche in India’s ever-changing jewellery sector?
Neha Sethi Walia: It sets itself apart with a daring, AI-driven approach to demi-fine jewellery that redefines daily luxury. It is made for the contemporary Indian lady, who is self-assured, expressive, and constantly on the go, in contrast to conventional brands that have their roots in tradition or high price points. It excels in telling stories and involving communities through influencer partnerships, user-generated content, and empowerment-focused campaigns. Customers become brand ambassadors and jewellery becomes a means of personal expression thanks to this digital-first, emotionally intelligent paradigm that produces an aspirational yet approachable jewellery experience.
Its demi-fine style is well-known. How would you characterise this category in the Indian context?
Ishita Ajmani: A discernible void in the Indian market, where customers were forced to pick between cheap, transient costume jewellery and unaffordable fine jewellery, attracted it to the demi-fine jewellery sector. It responded by embracing demi-fine as the ideal compromise: fashionable, long-lasting and reasonably priced items. According to it, demi-fine jewellery in India is defined as sophisticated yet practical jewellery that is hypoallergenic, anti-tarnish, and made to last through daily wear—even in the country’s harsh environment. This strategy is in line with the changing tastes of Indian consumers, especially women between the ages of 20 and 45, who are looking for jewellery that goes well with their active lifestyles. It is well-positioned to satisfy the rising demand in India’s demi-fine jewellery industry, which is anticipated to expand at a CAGR of 5.64% through 2034, thanks to its dedication to quality, affordability and modern design.
Could you provide more details on the role technology plays in your production and design process?
Neha Sethi Walia: AI is actively enabling us to prioritise accuracy above intuition alone, grounded in actual customer intelligence and market demand. Because of this, our jewellery is both more utilitarian and relevant to fashion. The primary purpose of integrating AI into our design and production process is to give traditional craftsmanship a contemporary twist. Technology is essential for trend prediction and for expediting development cycles. In order to discover new fashion trends and turn them into popular jewellery designs, we are now examining enormous datasets from the fashion industry, social media and consumer behaviour. The firm is able to create collections that are both timeless and in line with contemporary aesthetics because to this data-driven strategy. By modeling designs prior to physical production, AI also facilitates quick prototyping, guaranteeing that every item satisfies exacting requirements for symmetry, scalability, and wearability. Additionally, it uses technology to cut down on material waste and ensure uniformity in quality, resulting in a more effective and sustainable production process.
Could you take us through the entire process of creating a new collection, from idea to finished product?
Ishita Ajmani: Recent collections’ standout items include the Lana Roman Numeral Bracelet, Gilded Cascade Quartet Ring Set, Matilda Halo Hoops, and ARIA Tassel Earrings. They are all made to be opulent, strong, and expressive! The process of making these pieces a reality started with consumer data acquired using artificial intelligence (AI) techniques, which examined social media trends, customer comments and trends to find new preferences. For example, 67% of Gen Z and millennial consumers like minimalist, multipurpose items. Our creative direction was inspired by this realisation. Our design team then uses AI-generated prompts to create preliminary concepts that exhibit uniqueness and style throughout the ideation stage. The core of its identity is this equilibrium. Selected designs proceed to final production following the creation and thorough testing of actual prototypes.
How do you believe that the jewellery preferences change over time, particularly among younger consumers?
Neha Sethi Walia: The jewellery industry is undergoing substantial change as a result of Gen Z and Millennials’ changing beliefs and purchasing habits. As a young founder, I have observed that they are drawn to jewellery that is sustainable, meaningful and adaptable. They are prepared to pay extra, but only for items that complement their values and way of life. For instance, Millennials spend 47% more than Baby Boomers, on average, at £245.70 each item. However, just 13% of jewellery purchases are motivated by fashion. Rather, they are creating collections that are timeless, appropriate for all seasons, and have personal significance. According to a UK study, 49% of younger Edinburgh consumers now purchase long-lasting jewellery, as opposed to less than 8% who follow fads. These customers are curating their identities in addition to purchasing jewellery!
As a modern brand in a primarily traditional category, what difficulties have you encountered?
Ishita Ajmani: We began the jewellery industry as a new, modern company, aware that we were entering a field rich in history and custom. Remarkably, however, differentiation has proven to be the largest “challenge” rather than opposition. Our objective was to create a third niche in a market overflowing with either mass-produced costume jewellery or ultra-premium fine jewellery: reasonably priced, superior demi-fine items that are both fashionable and long-lasting. Rather than fighting against tradition, we have made a statement by using it as contrast. Its creations are especially designed for Indian humidity, whereas conventional jewellery is frequently occasion-bound and requires a lot of upkeep. We have also benefited from our youth. We are nimble and tech-savvy. If there has been a difficulty, it has been to maintain our boldness and innovation while maintaining the timeless quality that our clients have come to expect from us. And there is no other way we would have it.
Does it have any intriguing collections or partnerships in the works?
Neha Sethi Walia: Of course. It is constantly pushing the limits of wearability and design. That is reflected in our next collections, which include Mini Tassel Danglers, Aria Tassel Earrings, and Sia Twisted Tassel Earrings. They are a masterwork of AI-driven elegance that, in turn, adds subtle sophistication and strong, sculpture-like drama to daily fashion. Our latest designs are made to encourage self-expression! We’re getting ready for a strategy shift in addition to product development. We’re actively planning expansion to fulfill the growing demand for demi-fine jewellery around the world, particularly in regions like the US and the UK. Its blend of cost, durability, and design is attracting more and more attention from these areas. We believe that introducing modern Indian craftsmanship to a worldwide audience is only the beginning.
