When it comes to the realms of jewellery, there has been considerable innovation from homegrown brands, in terms of both design and presentation. From pieces that draw extensively from Indian culture to editorials depicting the pieces in new ways, the experiments have been varied. Amama is a brand founded in 2018, that is greatly inspired by the founder Nikita Gupta’s personal fascination for craft and storytelling, which began with her ‘Amama’ or grandmother. 

According to a feature with Lifestyle Asia, the brand founder mentioned how she founded Amama with the vision to “...create a one-stop destination for all jewels and accessories of every style, category, and occasion. With a curated selection of exquisite designs, impeccable craftsmanship, and ethically sourced materials.” While the brand crafts exclusive in-house collections that are categorised under traditional wear, and contemporary wear, and even extended to include well-crafted handbags, they also curate and present pieces from other select homegrown brands as well. 

The latest collection from the Noida-based Jewellery brand is titled 'Basraa'. Inspired by beloved Afghani motifs and reimagining them through a modern lens, one that is unique to the brand’s sensibilities, they are exploring new design dimensions. Crafted from 22 karat gold, the deeply traditional but suited for modern-day collection has been presented with an editorial that treads the line between nostalgia and novelty. The collection, that celebrates Indian craft techniques extensively features antique gold, crescent-shaped gemstones and clusters of pearls, in a way that is fresh, yet evocative of a time-gone-by.

Befittingly, the campaign images for this collection, styled by Amama’s Design Head Raghav Agrawal and photographed by Umang Kapoor, feature the pieces juxtaposed with familiar food, drinks, and other elements that are South Asian favourites. From glass bottles of Maaza and Rooh Afza to treats like Kaju Katli, Boondi, a Jalebi or more, and even the beautiful magenta paper wrapping that many of us grew up seeing, have been made into inspired props for the campaign shoot. Set to old ghazals and Bollywood tracks, the content from the editorial campaign is a celebration of intimate moments of celebration - from clinking glasses of Rooh Afza to sharing a mithai or two during a gathering. 

Transporting the viewers to the festive times of yore and the joy of getting decked up with your sisters or female friends, the editorial images are a befitting ode to the vibrancy of Indian festivals. However, it still stays true to Amama’s signature of bridging the traditional and the contemporary through their craft and unique lens. For those who are ardent fans of vintage Indian aesthetics, the editorial campaign for Basraa is a mood-board that is worthy of pausing to appreciate. 

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