The brand is giving women artistes creative control while making jewellery part of their individual artistic worlds
Kochi: Amaera Signature Jewellery is using story-telling by talented women to build brand awareness and drive discovery of its new Kochi store through its ‘Art Artist Amaera’ series, which puts women creative professionals and their work at the centre of its communication.
Running from June to August, the initiative marks a shift from conventional jewellery collaborations typically led by celebrities, influencers or entrepreneurs. Instead, Amaera has partnered with singers, a cake artiste, a florist, a textile artiste and other creative practitioners, using their work as the primary content driver. The first post went live in June with singer Zeba.
The idea for the campaign came from Amaera’s observation that jewellery brands focus largely on women’s personal journeys. Amaera wanted to highlight women through the work they are known for. “We do see a lot of jewellery buying by women, like entrepreneurs or somebody who is in the fashion industry. So we wanted to do something different,” said Nia Ann Joseph, Director, Amaera Signature Jewellery.
The campaign was conceived primarily as a brand-awareness and store-discovery initiative following the launch of Amaera’s Kochi store. By integrating jewellery into creative content rather than making products the sole focus, the brand sought to create a more engaging reason for consumers to discover and interact with it on social media. “Since we launched our new store in Kochi, our main goal was for people to know about our brand,” Joseph explained.
The collaborators were selected for their creative capabilities rather than follower numbers. “We did not just look at somebody who was famous on Instagram. We looked at the person,” Joseph said. The brand also considered existing relationships with the Amaera family and the collaborators’ expertise in their respective fields.
The campaign’s creative model gives each participant considerable freedom. Amaera provides the jewellery, while the artiste determines how it is incorporated into her work. This approach positions the jewellery as part of the creative narrative rather than as a conventional product-placement exercise. The approach resulted in concepts where jewellery became part of the artwork rather than simply being worn for a shoot. A realistic cake featuring a necklace was part of the design, based on the idea of “the cake she deserves”, while a shell-shaped floral arrangement had an Amaera necklace at its centre.
“They are the artistes and Amaera is just making it even more beautiful,” Joseph said. “The spotlight isn’t on us, but definitely on the women. They are the stars of the day.”
Jewellery selection is also customized to each collaborator’s personality, outfit, creative discipline and visual language, rather than being driven by a specific product that the brand wants to promote.
The initiative combines content marketing, local store awareness and creator partnerships into a single platform. The strategy has generated brand discovery and customer enquiries, with Joseph noting that some customers have told the brand they discovered Amaera through Instagram before visiting its store. While the brand has received jewellery enquiries through the initiative, it has not disclosed sales attributable to the campaign.
For Amaera, the model ultimately centres on giving women a platform to showcase their abilities, with jewellery supporting them rather than dominating the story.
Amaera Signature Jewellery is the premium bridal and luxury jewellery boutique arm of Edimannickal Gold and Diamonds. Led by Managing Director and Creative Designer Ambily Joseph, the brand operates stores in Kottayam and Kochi, Kerala, with a focus on design-led bridal, polki and statement jewellery.
Written by Zara Fernandes
Retail Jeweller India Exclusive
