Amama's eminent inspiration was equipped from the heirloom jewellery that was inherited by its founder. The main and prominent goal is to have "all you need" just under 1 roof! Nikita, the Founder of AMAMA, always wanted to build a brand that withholds lightweight and aesthetic jewellery.

Amama, established in 2017, represents a new definition for handcrafted statement jewellery collections and is also a one-stop brand for everyone and anyone who admires jewellery. Their intricately designed pieces have been worn by many celebrities and influencers since the time it was founded, such as Karan Johar, Jacqueline Fernandez, Nora Fatehi, Madhuri Dixit, Sanya Malhotra, PV Sindhu, Raja Kumari, Sonakshi Sinha, Masaba Gupta, and many more. Influencers like: Masoom Minawala, Kusha Kapila, Dolly singh, Komal Pandey, Kritika Khurana, and many more.

They aspire to create a one-stop destination for all jewellery needs. They believe in "never limiting, always creating" and therefore intend to make the jewellery shopping journey as seamless as possible by providing the customers with a platform where they can find jewellery of every style, category, occasion, etc.