AMAMA, the renowned jewellery label known for its handcrafted and expressive designs, recently announced the successful close of its latest funding round, raising $1 million from Mistry Ventures. This marks the brand’s second investment after its initial backing from She Capital Trust.

Founded in 2019, AMAMA creates, curates, and hosts handcrafted fashion accessories from across the globe. Inspired by the founder Nikita Gupta’s deep-rooted connection with jewellery, the brand bridges the gap between generations through expressive, wearable art.

AMAMA said the new round of funding will amplify its global storytelling around Indian artisanal craftsmanship and modern design. It will continue to scale its operations and deepen its presence in key Indian markets such as Delhi and Mumbai. The brand also plans to strengthen its supply chain and tech infrastructure, expand its product and design teams, and accelerate both offline and online growth.

On the retail front, AMAMA is set to launch one new store in Mumbai, one in Ahmedabad, and two more in the Delhi NCR region, expanding its existing footprint in the capital. The brand is also actively exploring travel retail and international expansion via global exhibitions, curated shows, and strategic tie-ups with overseas multi-brand outlets.

“This isn’t just a win for AMAMA, it’s a win for bold, rooted design from India. With this backing, we’re ready to scale new heights, explore new geographies, and continue crafting pieces that speak louder than trends,” Gupta said.

Courtesy: Indian Start Up News