Chennai-based Konika Jewellery launches sub-brand ‘Amaya’, featuring men’s jewellery inspired by Cartier

The brand aims to provide an accessible alternative to the high prices associated with the original brand, as a strategic response to the burgeoning demand in the men’s jewellery market

Chennai: Chennai-based Konika Jewellery recently announced the launch of its sub-brand, Amaya, featuring lightweight gold jewellery, aiming to make the brand more accessible to its target demographic of millennial and Gen Z customers. Amaya’s collection features a diverse range of ornaments for both men and women. Notably, the men’s jewellery collection is influenced by Cartier, renowned for its luxurious designs. By offering designs inspired by Cartier in gold, Amaya provides an accessible alternative to the high prices associated with the original brand, making fashion and investment converge seamlessly.

Amaya’s design language and motifs draw inspiration from nature, creating pieces that are both simple and trendy. The women’s collection includes lightweight, fine jewellery pieces such as rings, earrings, bracelets, charms and more. These everyday wear items are designed to be versatile, and suitable for both professional settings and evening events. On the other hand, the men’s collection boasts Cuban chains, bracelets, rings, brooches, cufflinks, and watches, providing a comprehensive array of choices for the modern Indian man.

The decision to incorporate men’s jewellery into Amaya reflects a strategic response to the burgeoning demand in the men’s jewellery market. “Including men’s jewellery under Amaya’s repertoire stemmed from the growing demand in the thriving men’s jewellery market. While we’ve always offered men’s jewellery in-store, the online promotion was a strategic move to showcase and meet the growing interest in this category,” Tanvi Singhi, Marketing Head, Konika Jewellery, Chennai said.

Beyond traditional jewellery, Amaya extends its offerings to include pret wear. The brand aims to cater to those seeking affordable, everyday pieces that also serve as wise investments for the future.

The rise of men’s jewellery is a trend Amaya keenly observes, and the brand has positioned itself to meet this demand with a carefully curated collection that aligns with contemporary tastes and the preferences of its audience who are veering towards gender-neutral and gender-fluid jewellery.

“There’s a growing trend among men to experiment with jewellery, particularly in bracelets, chains, and bold 18kt rings. This shift is influenced by both influencers and pop culture,” Singhi explained, adding that Amaya’s online presence, which already has a significant following, will soon be followed by an offline launch. 

Written by Harshita Kale

Retail Jeweller India Exclusive