Since the series premiered, the brand has seen an uptick in interest among its clientele, with enquiries about specific pieces from the show coming from customers in India and abroad. Amrapali has also underlined its belief in story-telling through jewellery
Jaipur: The title sequence of Netflix’s ‘The Royals’ begins with a dramatic focus on traditional Indian jadau jewellery — large, ornate earrings and necklaces gleaming in warm light. As the camera pans through a wall of ancestral portraits of the Singhs (the fictional royal family on the show) one frame stands out — a sepia-toned portrait of Milind Soman as Maharaj Yuvanath Singh, resplendent in royal regalia, wearing Amrapali Jewels’ iconic Emerald Kalangi. The sequence ends with a slow fade-out on the Emerald Kalangi bejewelled on a turban, now resting alone on the throne, turning the standout jewellery piece into a character in its own right.
This piece, along with a gold Victorian necklace set with Zambian emeralds, full-cut diamond studs, and a rose-cut diamond, was also worn by Ishaan Khatter’s character Fizzy in multiple scenes, especially the coronation ceremony on the show.
“The creators of ‘The Royals’ were already well-acquainted with our design language and felt that our pieces naturally aligned with the show’s royal aesthetic,” said Tarang Arora, CEO and Creative Director, Amrapali Jewels. “They were looking for jewellery that wasn’t just visually opulent but carried a sense of history — something that would lend authenticity to the characters’ royal lineage.”
The pieces showcased in the series—such as the floral-set necklace crafted in polki diamonds and deep tanzanite worn by Padmaja Devi played by Sakshi Tanwar; the ornate pearl-emerald-ruby choker seen on Bhumi Pednekar’s character Sophia Shekhar; the jadau necklace layered with rose-cut diamonds, rubies, emeralds, and pearls worn by Vihaan Samat’s character Diggy; the gold jadau Navratna necklace donned by Zeenat Aman’s character Maajisa; and the full-cut diamond and emerald necklace worn by Jinnie played by Kavya Trehan—were not custom-designed for the show. Each jewel came directly from Amrapali’s vault of statement pieces.
“It’s a proud moment for us — seeing a signature Amrapali piece carry such presence on screen without needing any modification. It speaks of the timeless and versatile nature of our designs,” said Arora.
Since the series has premiered, the brand has seen a noticeable uptick in interest among its clientele, especially the Indian diaspora. The brand’s clients from North America and Europe have reached out with enquiries about specific pieces from the show. “We’ve had people come in with screenshots, asking to recreate exact looks,” said Arora. “Beyond that, it reaffirmed something we’ve always believed in: story-telling through jewellery resonates deeply when done authentically. Through ‘The Royals’, the brand hasn’t just extended its legacy, but expanded its audience as well.”
Behind the screen-time glamour, Amrapali continues to evolve with intent. The brand actively promotes the preservation and revival of rare Indian jewellery-making techniques, from the art of kundan meena to rustic tribal silverwork, re-interpreted through a contemporary lens. Sustainability is also high on its agenda, with an emphasis on responsible sourcing and empowering artisan communities.
Amrapali Jewels operates 13 stores across India, along with three in London and one in Dubai. The brand also has stockist partners in the US and Sri Lanka. The brand recently unveiled a joint flagship store in Mumbai, in collaboration with luxury fashion store Evoluzione and silverware brand SR Artefacts.
Written by Megha Misra
Retail Jeweller India Exclusive
