Page 11 - Bullion World Volume 5 Issue 1 January 2025

Silver IconS of India

Expanding Horizons: Retail

Presence and Tribe Amrapali

Amrapali’s journey from Jaipur to the world is
marked by strategic expansion and innovation.
The brand operates over 29 outlets in major
cities, including New Delhi, Mumbai, Bangalore,
and Kolkata, as well as at luxury locations like the
Taj Khazana stores. Its presence at international
airports, such as Indira Gandhi International Airport
and Mumbai’s Terminal T2, ensures accessibility to a
global clientele.

In March 2013, Mr Tarang Arora, CEO and Creative
Director of Amrapali Jewels, and
Ms Akanksha Arora, CEO of Tribe Amrapali,
pioneered a revolutionary retail concept. Their vision
was to create a futuristic and accessible shopping
experience that preserved the essence of their
heritage. This led to the launch of Tribe Amrapali, a
sub-brand that redefines jewellery retail for a modern
audience. Through their collaborative efforts, they
are shaping the future of the industry.

The launch of Tribe Amrapali marked the beginning
of a new chapter, introducing a contemporary and
experimental design philosophy that offers affordable
luxury in silver and fashion jewelry. By combining
Amrapali's essence with innovative design, Tribe
Amrapali creates contemporary and affordable
pieces in silver, gold-plated silver, and fashion
jewellery. Drawing inspiration from India's tribal
artistry and folklore, Tribe Amrapali resonates with
modern customers seeking a connection to their
cultural roots in a dynamic and diverse world.

" A Vision for the Future

As Amrapali continues to evolve, it remains steadfast in its commitment
to preserving India’s artistic heritage. The brand’s upcoming international
stores and innovative collaborations signal a bright future, one that
promises to expand its global footprint while staying true to its roots.

The founders’ vision of making Indian jewellery a global phenomenon has
not only been realized but has also inspired a new generation of designers
and craftsmen. By blending tradition with innovation, Amrapali has created
a legacy that transcends time. "

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