Jewellery brand Amrapali has launched a new subsidiary jewellery brand for women named ‘Legend Amrapali’ in India designed to present a modern take on heritage jewellery.
The jewellery brand launched with a stand-alone e-commerce store, accessible via the main Amrapali Jewels website, the brand announced in a press release on Thursday. The site launched with 10 jewellery collections for the brand comprising Heritage, Pallavi, Enamel, Lotus, Tarakini, Holi, Jadau, Polki, Rasayana, and Rashmika. Products include rings, necklaces, chains, bracelets, and earrings among others.
Whereas Amrapali’s long-standing subsidiary Tribe Amrapali specialises in bold, chunky ethnic designs, new launch Legend Amrapali focuses on more subtle, delicate pieces which mix modern wearable jewellery trends with the brand’s signature traditional craft techniques.
Legend Amrapali jewellery is manufactured in the brand’s native Jaipur using 18 carat yellow gold. Featured gemstones include amethyst, moonstone, diamond, sapphire, emerald, and topaz among others.
“True to its name, Legend Amrapali comprises of elegant and beautifully crafted everyday wear jewellery pieces,” said the brand in a press release. Every-day jewellery and more lightweight items have been growing in popularity in recent years along with the trend of women buying jewellery for themselves as opposed to receiving it as a gift. The brand’s focus on these lightweight items shows its more youth-orientated focus.
The website launched with free worldwide shipping. Amrapali also retails from its flagship stores in Jaipur, Mumbai, Delhi, and Bengaluru.