Amrapali Jewels is a prolific and iconic family-owned and run jewellery house. Steeped in heritage and based in the world’s coloured gem-stone capital Jaipur, Amrapali embodies the enduring magic of Rajasthan.
Named after a courtesan to an ancient Indian god or king, Amrapali has over the span of 40 years, served royal families, discerning gem lovers and jewellery connoisseurs. Amrapali’s London emporium is situated in Beauchamp Place where contemporary jewellery and historic objects d’art are set against a minimalist backdrop with striking photography from Amrapali’s Jaipur workshops. Additional collections can be viewed at their concession within Harrods Fine Jewellery room.
Today, as India’s only jeweller with the capacity to complete the entire jewellery-making process within the walls of its own beloved workshops, Amrapali is committed to breathing new life into centuries-old Indian jewellery-making traditions, from enamelling to the techniques of paan wood - often injecting a contemporary Western twist.
Bold and dramatic regal necklaces piled high with vibrantly coloured precious stones sit near delicate, fine jewels handcrafted around ancient relics – now almost ornaments in their own right.
Amrapali's strategy in London was focused on communicating the brand's ethos and values by reaching out to a wider set of customers and individuals that influenced and narrated the brand story. This was done with the goal of strengthening the brand's market positioning, channel relationships, press relationship and ultimately boosting sales.
In 2017, we partnered with The Elephant Family for The Warrior Games Exhibition. As part of the exhibition Amrapali Jewels handcrafted four spears that were put on display and auctioned at this exhibition. All proceeds from the auction were donated to the charities involved.
HRH Princess Eugenie of York, actor Waris Ahluwalia and Sylvie Chantecaille, founder and CEO of Chantecaille cosmetics hosted a private VIP preview party for WARRIOR GAMES, an exhibition of photographs by Jack Brockway and a collection of retired Maasai spears at the Halcyon Gallery, W1.
VIP Guests included Cressida Bonas, Donna Air, Sam Branson, Isabella Calthorpe, Hugh Grant. The Exhibition was sponsored by Chantecaille and showcased Maasai hunting spears, designed by Maasai communities as well as jeweller Amrapali and warrior photography by Jack Brockway.
During the evening, guests had the chance to purchase the spears and photographs on display to help raise funds towards NGOs Elephant Family and Lion Guardians. The Elephant Family is a non-profit organisation protecting Asian Elephants and their habitats of which both HRH Princess Eugenie and Waris are patrons. Lion Guardians is an organisation dedicated to finding long-term solutions for people and lions to coexist across Kenya and Tanzania. Chantecaille also created an exclusive range of products for Lion Guardians to help raise funds towards this initiative.
Following the party, VIP guests walked to The Westbury Mayfair, a Luxury Collection Hotel, to join the hosts for a beautifully prepared private dinner, hosted by The Luxury Collection, alongside Waris Ahluwalia and Sylvie Chantecaille.
Guests were treated to a selection of canapés upon arrival including Artichoke, Sheep Ricotta & Walnut Tartlet, Dorset Crab, Crayfish & Cucumber Mini Brioche and Arancini with Botarga while enjoying the Ganesha, a limited-edition cocktail designed by The Luxury Collection using House of Waris teas, from which 100% of the proceeds will go to Elephant Family.
Once seated, the guests started with an Endive Salad with Caramel Walnuts and Stilton, followed by Potato Gnocchi with Creamed Aubergine and then a Poached Fillet of Wild Halibut accompanied by a Green Bean and Shallot Gratin. To finish, guests dined on Papousie Ganache.
The dinner took place in The Pine Room, one of The Westbury’s private dining rooms, designed to reflect The Luxury Collection’s partnership with Elephant Family. Musician and DJ Mimi Xu created a playlist for the evening.
Images Courtesy Dave Bennet / Getty Images.