Amany Afify, the Egyptian-born founder of ANTY, channels her immigrant journey, artistic instincts, and belief in self-expression into every piece of jewellery she creates. Launched in 2021, ANTY is a bold celebration of individuality, cultural heritage, and empowerment. With storytelling at its core and craftsmanship as its language, each design invites wearers to embrace their identity. From ancient symbolism to modern elegance, ANTY is redefining what it means to wear your story.
Can you tell us more about the personal journey that led you from Egypt to founding ANTY in the United States? Tell us about your foray into the jewellery industry as a designer.
I moved to the United States from Egypt after marrying my husband, during the height of the Covid-19 pandemic. Jewellery has always been a passion of mine, but between work and daily life, I never had the space to fully explore it.
The pandemic, despite its challenges, gave me the rare gift of time — and I used that to finally pursue my dream. I’ve always loved art and had a natural inclination for design, often creating my own jewellery and even customising my clothing.
In 2021, I took the leap and launched ANTY, a brand that brings together my love for craftsmanship, culture, and self-expression.
ANTY is such a powerful name, especially with its meaning in Arabic. How did you land on it, and what does “YOU” represent to you in the context of your brand?
ANTY means “YOU” in Arabic — and that meaning is at the heart of everything we do. Even if two people wear the exact same piece, it will look and feel entirely different on each of them. That’s the power of individuality — how you style it, how you carry it, and most importantly, the spirit you bring to it. At ANTY, we design each piece to tell a story — one that aligns with you, the wearer, making it deeply personal and uniquely yours.
Your brand is deeply rooted in the immigrant experience and female empowerment. How do those values show up in the day-to-day operations or product design at ANTY?
As an immigrant, I came to the US with a dream — to build a new life while honouring where I came from. That experience deeply shapes ANTY.
Every piece reflects a blend of cultural heritage and a desire to belong without losing one’s identity. I want ANTY to inspire others — especially immigrants — to embrace their roots and see the beauty in starting over.
Empowering women has always been part of my mission. I previously worked with UN women, and I believe strongly that when women support each other, incredible things happen. At ANTY, we design with that spirit — bold, resilient, and made to uplift.
You’ve built a brand that celebrates identity, individuality, and resilience. How do you ensure that ANTY’s jewellery reflects these values in both design and customer experience?
At ANTY, every piece starts with a story — a symbol, a cultural reference, or a moment in time that speaks to individuality and strength. We’re intentional about creating designs that feel personal and expressive, allowing each customer to connect with the piece in their own way. Whether it’s a bold statement or a subtle detail, the goal is to make jewellery that feels like you — a reflection of your spirit, identity, and journey.
In our customer experience, we focus on personalisation and meaningful connection. From packaging to messaging, we want every step to feel thoughtful and empowering. We also listen closely to our community — their feedback, their stories — because ANTY is not just about jewellery, it’s about honouring the people who wear it.
Tell us more about your creative process — what is the source of your inspiration?
We primarily work with precious metals, especially 18-karat gold, and we carefully select natural diamonds and gemstones to bring each design to life.
We’re also excited to be introducing a new collection crafted in 925 sterling silver, allowing more people to enjoy our pieces at accessible price points. Our inspiration comes from ancient cultures, personal symbolism, and storytelling — each piece is designed to reflect individuality and spirit, while honouring timeless craftsmanship and meaning.
ANTY is committed to producing gender-free jewellery. Why is that distinction important to you, and how has the response been from your customers?
We believe that jewellery is a form of personal expression that transcends traditional gender boundaries. Our goal is to create pieces that speak to individuality, spirit, and meaning — qualities that aren’t defined by gender. Designing without constraints allows our clients to connect with the piece on a deeper level, based on what resonates with them personally. The response has been incredibly positive, especially from clients who appreciate the freedom to wear what feels true to them. We see it as a reflection of the world we live in today — more expressive.
What challenges have you faced as an immigrant entrepreneur in the luxury space, and how have they influenced how you lead and grow your business?
As an immigrant entrepreneur entering the luxury space, I faced the challenge of starting from scratch — without a family background in jewellery or an established network in the industry. I had to learn every part of the business hands-on, from sourcing to design to client relations. Being new to the society also meant I had to work even harder to earn trust and credibility, especially in a space where heritage often plays a key role. Financially, launching a luxury brand was a significant challenge, but every hurdle taught me resilience, sharpened my vision, and made me even more committed to building something meaningful and lasting.
You talk about community-driven economics and social empowerment — what are some tangible ways ANTY is putting those values into practice?
At ANTY, we’re committed to community-driven growth by empowering young female designers—especially those who may not have access to the resources or networks needed to bring their ideas to life. Through collaborations, we offer them a platform to showcase their creativity while supporting the production and promotion of their designs. This not only uplifts emerging talent but also creates economic opportunities and fosters a more inclusive, supportive ecosystem within the jewellery industry.
With ANTY’s emphasis on personalisation and craftsmanship, how do you balance scalability with the bespoke, high-quality approach your brand stands for? What are your future plans?
We intentionally produce only a limited number of each design to maintain the integrity, craftsmanship, and uniqueness that define our brand. This allows us to stay true to our values of quality and personalisation, while still growing mindfully. We’re currently developing a special 925 silver collection with distinctive designs tailored for silver jewellery lovers.
Looking ahead, we’re excited to expand into the Dubai market—a step that reflects both our growing global reach and our commitment to connecting with diverse audiences who appreciate meaningful design.