Image: Motivate Media Group/ Supplied
Jewellery is not just about adornment — it’s about capturing moments, emotions, and memories that last forever, says Amreen Iqbal.
For Iqbal, the founder of Piece of You, jewellery is more than just a luxury or a decorative accessory. It’s a reflection of life’s most meaningful moments; a creation of something truly personal and lasting. It’s this deep, emotional connection to jewellery that led her to create Piece of You, a brand that has quickly become the go-to brand in the personalised, bespoke jewellery space.
Like her brand, Iqbal’s journey is a meaningful narrative of passion, perseverance and family. It’s a story that weaves together her roots in a family business, her entrepreneurial spirit and her ‘sparkling’ vision for the future.
Iqbal’s passion for jewellery isn’t just a product of her creativity – it runs in her blood. Growing up in a family deeply entrenched in the jewellery trade, she was surrounded by the sights and sounds of goldsmiths, diamonds, and the ever-evolving world of high-end craftsmanship. Her father, Firoz Merchant, is the founder of Pure Gold Jewellers, a recognised and trusted name in the industry. Watching him build a brand from the ground up was a formative experience for Iqbal, one that would shape not just her understanding of the jewellery industry, but also her approach to business.
Learning from the best
“I had the privilege of learning under the guidance of my father,” Iqbal reflects. “He has been a true mentor, shaping my understanding of business, not just from a technical perspective, but also in terms of ethics and values. His wisdom and leadership have been instrumental in everything I do today.”
Her father’s influence is evident in how Iqbal runs her business. The commitment to quality, transparency, and customer satisfaction are values that Iqbal has carried with her, and they are reflected in every piece of jewellery she creates.
One moment that stands out for Iqbal as a testament to the legacy she’s building is when someone approached her father, and said, “Oh, you’re the father of Amreen?” “That moment is unforgettable for me,” Iqbal reflects. “It was a powerful reminder of the legacy I want to create – not just for myself, but for my parents and my children. I want to be known as a hardworking founder who has made a name for herself in this industry.”
Iqbal’s journey as an entrepreneur didn’t come by chance; it was a deliberate decision to follow her passion for jewellery design and make it her own. After years of crafting bespoke pieces for family and friends, her husband, Amran, encouraged her to take the leap and turn her craft into a business. “It was after the birth of our third child, Omar, that Amran pushed me to pursue my dream,” she explains. “He saw how much joy creating personalised pieces brought me and encouraged me to turn that passion into a brand. He truly believed in me, and that belief made all the difference.”
Piece of you: The birth of a brand
And so, Piece of You was born – an online jewellery brand that offers personalised, one-of-a-kind pieces that allow customers to capture their special moments in a way that’s as unique as they are. The brand’s one-of-a-kind pieces (rings, necklaces, earrings, bracelets) are crafted from pure 18-carat gold and adorned with diamonds, pearls and other precious stones.
The idea of personalised jewellery resonated deeply with customers, and the brand quickly gained traction. “I believe there’s something incredibly powerful about jewellery that carries personal significance,” Iqbal shares. “When you wear something that has meaning – whether it’s a name, a date, or a symbol that’s important to you – it becomes so much more than just an accessory. It becomes a part of your story.
“Piece of You is about capturing that personal connection and turning it into something tangible – it’s about being ‘uniquely you’.”
“We are proud to be pioneers in personalised jewellery — a space where others have tried to replicate our success,” Iqbal says with a sense of quiet confidence. “As the saying goes, imitation is the sincerest form of flattery, and we take pride in knowing that others look to us as a models. However, we will always remain distinct – and dare I say, better – than other brands.”
With over 35 years of family experience in the industry, coupled with nearly 20 years of her hands-on expertise working with gold and diamonds, Iqbal has developed a deep understanding of the craft. “Our knowledge and passion for the trade are at the heart of everything we do,” she explains.
Furthermore, the brand’s partnership with Pure Gold Jewellers provides an unmatched competitive edge, with Iqbal’s father playing a critical role in the operations, personally overseeing the manufacturing unit. “His involvement ensures the highest standards of ethics and quality at our factory,” Iqbal notes.
“With our manufacturing unit and the ability to purchase on a large scale through our partnership with Pure Gold Jewellers, we offer accessible luxury that goes beyond competitive prices. This combination gives us a distinct advantage in delivering high-quality, personalised jewellery at unparalleled value, she adds.
But while the brand’s distinctiveness is rooted in its expertise, vision, and commitment to quality, it is the power of social media that has enabled Piece of You to share its story with a global audience, transforming its appeal and growth trajectory.
Leveraging social media
Social media has become a game-changer for many businesses – and Iqbal’s journey with Piece of You was no exception. She knew that connecting with customers online was essential, but it wasn’t until her pieces were worn by influential personalities that her business truly took off.
“Social media has completely transformed the jewellery industry,” Iqbal explains. “When I started Piece of You, I knew that building an online presence was crucial. But it wasn’t until one of the influencers in Dubai wore one of our pieces that things started to take off. The response was overwhelming. It opened the floodgates for brand recognition and allowed us to reach customers we never could have imagined.”
The influencer’s endorsement catapulted the brand into the limelight, bringing Iqbal’s personalised designs to the attention of a wider audience. “It was a turning point for us,” she admits. “The exposure we gained through social media and influencers has been incredible. People loved the idea of personalised jewellery, and when they saw someone they admired wearing our pieces, it gave them the confidence to buy for themselves.”
With the power of platforms like Instagram, Piece of You has rapidly grown its following, reaching customers in the UAE and beyond. “The beauty of social media is that it allows us to connect with people globally,” Iqbal says. “Social media has truly allowed us to connect with people who are passionate about what we do, and it’s helped us tell our story in a more meaningful way.”
Like any entrepreneur, Iqbal faced her share of challenges when launching the brand, but she also had a significant advantage.
“I was incredibly fortunate to have minimal challenges in terms of suppliers and understanding the industry,” she admits. “Having worked in the jewellery business for over 12 years before launching Piece of You, I knew the ins and outs of the trade. However, establishing the brand in the market was a challenge. It’s never easy to carve a niche, especially in a market as competitive as Dubai.”
Despite the challenges, Iqbal’s persistence paid off. The brand is a rising star in the world of personalised jewellery. “Today, I’m proud to see Piece of You’s growth and success,” she says with a smile. “It’s a reflection of all the hard work and love I’ve put into the brand.”
Girl power
As a female entrepreneur in a traditionally male-dominated industry, Iqbal has encountered her own set of challenges. However, instead of viewing these as setbacks, she embraces them as opportunities to demonstrate her capabilities and create a path for other women to follow in the industry.
“I believe that as women, we all face challenges – especially in industries like gold and diamonds where women are often underrepresented,” she says. “But that is changing rapidly, especially in the UAE, where visionary leaders are empowering women to achieve their dreams. There is a space for everyone to succeed, and talent, drive, and passion are what matter the most.”
“The growth of Piece of You is directly tied to the growth of my entire team,” she adds. “As a leader, I’ve learned that delegation is key. When I first started, I struggled with letting go of control, but over time, I’ve learned that empowering others is essential for the growth of both the business and the people around me.”
Her leadership extends beyond her team to the broader community as well. “One of the things I’m most proud of is how Piece of You is able to give back,” she says. The brand’s ‘One Order = One Meal’ programme, which provides a meal to someone in need for every piece of jewellery sold, is just one example of how Iqbal strives to make a
difference. “It’s about more than just making money. It’s about creating something that has meaning, that can help people, and that can make the world a better place.”
As much as she is dedicated to her business, Iqbal’s commitment to her family is equally unwavering. “In addition to being an entrepreneur, I am also a full-time mom to four amazing children, aged two to 12, who need me endlessly,” she says with a smile. “It’s a constant balancing act, but I believe that time management and proper planning are the most important factors when it comes to maintaining balance.”
Iqbal makes it a point to wake up every day at 5:30 am, carving out those extra hours to balance her many roles – both at home and in business. “As my brother, Karim Merchant, MD and CEO of Pure Gold Group, taught me early on, effective time management and planning can have a profound impact on every aspect of your life – business, family, mental health, and more,” she says. “As the saying goes, proper planning prevents poor performance.”
As e-commerce continues to reshape industries across the globe, Iqbal has fully embraced digital transformation, understanding the critical role technology plays in the modern consumer experience.
“E-commerce is definitely the future,” Iqbal says. “The ability to shop for jewellery from anywhere at any time is a game-changer. But what really excites me is how technology is transforming the jewellery shopping experience. Virtual try-ons, AI-assisted design tools, and augmented reality are revolutionising the way customers engage with our products.”
Piece of You was quick to adopt these advancements, offering customers the ability to design their jewellery online, see virtual mock-ups, and even try on pieces virtually before making a purchase. “These technologies are key to ensuring that our customers have a seamless and personalised experience,” Iqbal explains.
“We bring your unique vision to life and ensure it is delivered directly to your preferred location, combining convenience with a truly bespoke experience,” she adds.
Committed to sustainability
In today’s world, consumers are increasingly conscious of the ethical and environmental impact of their purchases. Iqbal has always been committed to sustainability and responsible sourcing, working with suppliers who share her values of transparency and ethical practices.
“Luxury doesn’t have to come at the expense of the planet,” Iqbal says firmly. “At Piece of You, we ensure that all our materials are ethically sourced. I work with trusted suppliers, ensuring that our jewellery meets the highest standards of quality and sustainability.”
As the brand continues to gain recognition, Iqbal is looking forward to expanding its reach even further.
“My goal for Piece of You is to establish ourselves as the world’s leading destination for personalised jewellery,” she reveals. With a growing demand for special-shape diamonds, such as hearts and stars, Iqbal is excited about introducing new designs
that will appeal to consumers seeking both timeless elegance and bold individuality.
The future of personalised jewellery looks bright, and Amreen Iqbal is poised to lead the way. “We aim to remain leaders in this space, and we’re thrilled about the opportunities ahead,” she says. “It’s an exciting time, and I’m proud to help people express their individuality and create meaningful connections through jewellery.”
___
Leadership lessons: Amreen Iqbal’s advice for aspiring women entrepreneurs
- Find your passion: Pursue a career or business that truly makes you happy. Your passion will drive you even when times
- get tough.
- Build a strong support system: Having a strong support system at home is essential. Whether it’s your spouse, family, or even
- house help, don’t be afraid to ask for help when you need it.
- Stay true to your values: Integrity and honesty are everything in business. Never compromise your values, no matter how tempting the shortcut may seem.
- Delegate and trust your team: When you empower others, you allow them to help you achieve your vision. Leadership is about bringing out the best in those around you.
- Embrace social media and technology: Social media can truly elevate your business. Build a community around your brand, and let your customers become your advocates. Incorporating technology is also key to business success in the digital age.
