Born and raised in Dubai’s jewellery dynasty, Pure Gold Jewellers, Amreen Iqbal channelled her wealth of experience and expertise and launched her own jewellery brand in 2017, Piece of You. Inspired by her inherent passion for jewellery and her husband Amran’s vision to make personalized pieces accessible, the brand’s vision is to turn clients' cherished memories into wearable treasures. Amreen shares her journey and the inspiration behind her brand’s timeless creations.
Delna Mistry Anand: With your roots firmly planted in the Pure Gold Jewellers dynasty, what inspired you to create your own brand ‘Piece of You’?
Amreen Iqbal: Piece of You stemmed from my own love of personalized, meaningful, unique and dainty jewellery. It was an idea seeded into my head from my husband, Amran Iqbal, who encouraged me to start Piece of You as my own personal brand away from my family business of Pure Gold Jewellers.
Personalization has been at the core of your brand - how do you work with clients to capture their unique stories and emotions in your pieces?
We offer our customers a few ways to personalize with Piece of You: one is by incorporating designs into their personalized products with their unique names, colour of gold, language preference, font choice etc.; and the other is to create a custom piece by mixing and matching some elements significant to them, while taking ideas and inspirations from our designs. Or we can start from scratch and create something completely unique and a one-off designs with very different designs and items into their production.
Although your brand is deeply rooted in personalization, how do you leverage technology to further enhance the customer experience?
Technology is a major part of any business industry today and we have to keep up in order to survive. We use it very effectively to designs, make products variations, and also to send customers their videos and sketches before their product is finalized into production. We also work on several font options and cam and cad videos for each design we work on which would not be possible without technology. Making it more accessible, effective, time wise, and less wastage of raw materials (which in our case is extremely important and expensive as they are gold and diamonds).
What according to you is the key to success, especially for women in business considering you have an all-woman team?
For me, balance is the key, and it comes from being 100% present with whatever you are doing in that moment. My working hours typically start when my kids are in school, so in that moment, I am 100% a business woman, entrepreneur, designer and fully focused on my business. When my children come home - especially during the first hour, I am 100% focused on being a mom and listening to their stories of the day. For the rest of the day, I divide my attention as and when it is needed.
What also helps is that I am a 5am club person. I am up one hour before the rest of the household and before the chaos of the day takes over. This way, I give myself the precious time to exercise, practice gratitude and do my morning meditation.
So what’s next from Piece of You in the near future?
There are so many exciting opportunities and innovations coming up, so please stay tuned on our Instagram handle @pieceofyou.ae, especially during the festive season, along with our new collections launching almost every month. It’s truly an exciting time to be a part of Piece of You team.
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