Shining The Spotlight On Indian Heritage: In Conversation With Tribe Amrapali’s CEO

Launched in 2013, Tribe Amrapali started out with Akanksha Arora’s vision to make traditional Indian jewellery more modern and accessible. It was also her deep-rooted passion for design, which led her to build a platform that celebrates contemporary design while staying true to its Indian heritage. Outlook Luxe spoke to the dynamic CEO on her vision for the brand, connecting with the new-age consumer, overcoming challenges while creating a unique identity, statement pieces and vintage-inspired designs marking a strong presence this year, among other talking points.

How did the idea of Tribe Amrapali come about, considering the parent company is already an established name in the Indian jewellery market?

While Amrapali has always been celebrated for its rich heritage and traditional craftsmanship, we noticed a growing need among the younger generation for jewellery that reflects both their cultural roots and their contemporary tastes. That’s how the idea of Tribe Amrapali came about as a space where tradition meets modernity. Today’s consumer embraces history, but they also want pieces that feel personal, versatile, and in tune with their lifestyle. Tribe Amrapali was born out of this desire to create jewellery that resonates with the individuality of the modern generation while staying rooted in timeless Indian design.

Please tell us about the brand’s evolution and growth trajectory?

Tribe Amrapali began as a contemporary extension of Amrapali Jewels to make traditional Indian jewellery more accessible and modern. Over the years, we’ve grown into a globally recognised brand by blending heritage with innovative design. Our strong online presence has helped us reach and connect with a new generation of jewellery lovers worldwide.

What have been the greatest challenges in establishing and creating an identity for Tribe Amrapali?

Interestingly, establishing Tribe Amrapali didn’t feel like a struggle in the traditional sense. The turning point was discovering the power of the online platform early on. Going digital in 2013 gave us direct access to a younger, global audience that was already looking for jewellery that blended tradition with a modern edge. Of course, carving out a distinct identity while being part of a legacy brand had its challenges, especially in maintaining the balance between heritage and innovation, but having a strong vision and understanding our audience helped Tribe evolve naturally.

Also Read: Nanagram Fine Jewel Brings India’s Passion For Gemstones Into The 21st Century

What are the brand’s key collections and why are they important?

Our key collections are Rajnandini, Zia, Navratna, and Fantasia, and each reflect a different facet of Tribe Amrapali’s design philosophy. Rajnandini is our bridal collection, rooted in Indian heritage and handcrafted with antique gold plating, pearls, and colorful stones, perfect for brides and festive occasions.

Zia brings the regal charm of Jadau jewellery into the modern world, making this traditional Mughal-era craft more wearable and accessible for today’s generation. Fantasia is our bold, all-gold collection that plays with abstract forms and light-weight designs. It’s dreamy, dainty, and perfect for everything from festive wear to everyday elegance. The Navratna collection intricately weaves together the beauty of these nine gemstones into a captivating ensemble of exquisite jewellery pieces.

Each collection is designed to tell a story, one that bridges tradition with contemporary style.

According to you, what will be the biggest trend in the jewellery segment for 2025?

Statement pieces have always been a strong trend, and 2025 is only taking it forward. I see a rise in vintage-inspired designs and bold jewellery that adds character — not just to the person, but also to their overall look. Think brooches on bags, layered pieces on clothing, and standout accessories that elevate even the simplest outfit. It’s all about individuality and making a statement without saying a word.

Do you think the consumer mindset is changing when it comes to spending a large amount on jewellery, especially via online shopping?

Absolutely, the consumer mindset has definitely evolved. Today’s shoppers are more informed, confident, and comfortable making significant purchases online, especially when it comes to trusted brands. They’re not just looking for jewellery; they’re looking for meaning, craftsmanship, and something that resonates with their personal style. As a brand, it’s our responsibility to create that trust and transparency; once that’s in place, even high-value pieces find their way into online carts.

Also Read: Light Up Your Look With These Dazzling Jewels

What is your best-selling line?

Our best-selling collections include ‘Nav Chandrika’ in the fashion jewellery segment and ‘Ghungroo’ in silver, both of which have consistently received a great response.

You’ve been a pioneer in capturing the ecommerce space when it comes to selling jewellery? What are your observations on the new-age consumer and their purchasing habits?

When we launched Tribe Amrapali online back in 2013, it was still a fairly new concept for jewellery brands, especially those rooted in heritage. But we quickly realised that the new-age consumer is digital-first, design-conscious, and deeply values authenticity. They love discovering pieces that reflect their personality, and they’re open to experimenting with styles,  from traditional to contemporary. Convenience, transparency, and storytelling really drive their purchase decisions. They’re not just buying jewellery, they’re investing in pieces that feel personal and have a deeper connection.

What is your business strategy and expansion plans for the next one year?

Over the next year, our focus is on driving growth through increased sales across existing retail stores, strengthening our online presence, and exploring innovative selling avenues. In terms of expansion, we’re planning to open new retail locations and pursue strategic alliances to broaden our reach.

How do you think India is shaping the narrative when it comes to the luxury space, especially jewellery?

India is definitely shaping a bold and confident narrative in the luxury space, especially when it comes to jewellery. The luxury jewellery market is thriving, not just as a symbol of status, but also as an investment. Today’s consumer is looking for timeless, high-quality pieces that hold meaning and value. They’re drawn to brands that offer more than just sparkle—they want legacy, craftsmanship, and great design. In this space, India shines with its rich heritage and evolving design language, and brands like Tribe Amrapali are able to offer that perfect blend of tradition and modernity that today’s luxury buyer is seeking.