Amrapali Jewels is an internationally renowned luxury Indian jewellery brand that was established in 1978, when Mr Rajiv Arora and Mr Rajesh Ajmera took upon themselves the task of showcasing to the world the exclusivity and magnificence of Indian heritage jewellery. Breathing new life into centuries-old traditions, Amrapali embodies a unique, bold and eclectic style. Like the legend of its namesake, a renowned courtesan of ancient India, Amrapali is the expression of a mysterious, eternal world of delight.
Their loyal clientele include royalty, corporate honchos and celebrities from across the globe. Amrapali has made Jaipur the centre stage of fashionistas. It has been the most favoured brand of the rich and famous world ever since its inception in 1978. The Amrapali rage has also caught the imagination of glamourous stars of Hollywood and Bollywood equally.
Amrapali Foundation, the Jaipur-based jeweller’s CSR arm, works actively for patient’s welfare by promoting organ donation, supporting NGOs for deaf and dumb children, and helping cancer societies.
Amrapali museum – Giving back to society: This museum is dedicated to Indian jewellery and jewelled objects. For the founders, Rajiv Arora and Rajesh Ajmera, the collection has been a labour of love that began nearly forty years ago when they became friends at college, and that continues to this day. Rajiv says, ‘We had not imagined that the road would lead to a collection of treasured pieces, or even a museum. However, along the way, as we interacted with other jewellery enthusiasts and expert silversmiths, and trained our own eyes, we began to understand the value of our pursuit. We observed that the common pieces are becoming rare over the years, and with the rush of Westernization and changing tastes, the appreciation for indigenous design and craftsmanship has begun to wane. So, opening a museum was one of our ways of giving back to the society.’
They wanted to share whatever knowledge they had gained while interacting with scholars, students, connoisseurs and visitors to Jaipur as well as to highlight the traditional silver-jewelled arts in what is arguably the capital of the arts and crafts of India.
Unlike most other institutions, and keeping in mind the founders’ vision of sparking awareness, interest, and providing opportunities for scholarship, the Reserve Collections will be in a visual store, effectively making everything available for visitors’ display. As a representative of Indian art and craftsmanship, some gold and jewelled items will also be on display.
Securing elephant corridor: Amrapali Jewels had tied up with Elephant Parade India in 2018 to create an exclusive life-size replica of a baby elephant, which was auctioned to raise funds to help secure 101 elephant corridors across India for the endangered Asian elephants.
Conserving Asian elephants: In continuation with its association with the elephant family, Amrapali participated in a cavalcade of designer-inspired quintessentially Indian vehicles which were taken to the streets of London as part of a new fundraising campaign. Amrapali’s ambassador car ‘Chandrika’ along with their immaculately designed necklace was up for auction; the proceeds of which will be given to projects for conserving Asian elephants.
Contributing to CRY America for Social Cause: Amrapali is part of the annual fundraiser done by CRY America. They have also donated jewellery to CRY America for their annual fund raising auction, proceeds of which is used to help underprivileged children.
Tribe Amrapali which is sub-brand of internationally renowned luxury Indian brand, will donate its 100% profits from sales received on 18-19-20th May 2021 to Covid Cause, for installing Oxygen Plants in Jaipur Hospitals.
Akanksha Arora, CEO said, “The donation is made to Jaipur Citizen Forum (JCF) which is collecting funds to help during these COVID times. There are multiple things which are being done but the most important is installation of oxygen plants at existing hospitals. They have already gotten a go ahead to install a plant at Jaipuria Hospital and now at RUHS/SMS hospital.”