Piece of You’s Amreen Iqbal on the appeal of personalised jewellery

Amreen Iqbal, the talented founder of Piece of You, is a key player in the personalised jewellery market in the UAE. Her brand specialises in custom-made, one-of-a-kind pieces crafted from pure 18kt gold and adorned with diamonds, pearls, and other precious stones.

As the sister brand of the renowned Pure Gold Jewellers, Piece of You has inherited a legacy of over 35 years in the industry, combining expert craftsmanship and a commitment to sustainability and ethical practices.

In this interview, Amreen discusses the growing personalised jewellery segment, the exciting trends to watch in 2025, and the future of luxury jewellery in a tech-driven world.

How is the personalised jewellery segment growing in the UAE?

The personalised jewellery market in the UAE is rapidly growing. When Piece of You first launched, we were one of the very few brands offering custom jewellery, but now it’s more widely accessible. However, because this is still a relatively new market, customers can easily fall victim to overpricing or poor-quality craftsmanship if they choose the wrong jeweller. This is where Piece of You stands out — we have more than 35 years of experience in both jewelry production and retail and we ensure high-quality, reliable products.

What are some trends to watch out for in this space for 2025?

In 2025, colored gemstones are expected to be a major trend, alongside diamonds in unique shapes like heart-shaped solitaires and star-shaped diamonds.

These rare and exquisite stones are difficult to source, making them truly exceptional additions to any collection.

How do you source materials to align with luxury and sustainability standards?

Piece of You is a sister brand of Pure Gold Jewellers, and we operate under the same manufacturing umbrella, sharing suppliers for raw materials and other resources. With over 35 years in the industry, Pure Gold Jewellers has been committed to sustainability long before it became a trend.

We have always taken pride in ethically sourcing all of our raw materials, and Piece of You shares this commitment to fairness and responsibility, ensuring that all stakeholders are treated with equality and respect—a value we truly stand by.

Are there any new product lines or markets you are exploring?

Yes, Piece of You has many exciting new products and developments planned for 2025. Our goal is to provide every customer with an unforgettable shopping experience. To make that happen, we’re introducing a range of new products, opportunities, and events. Be sure to follow us on social media to stay updated and be part of these exciting happenings!

How do you see technological advancements, like augmented reality, impacting your business?

We’re excited to soon integrate this into our social media channels and website.

We’ve partnered with a leading tech company to explore exciting ways to bring AI into the world of personalised jewelry, making the buying experience even more engaging for our customers. Our goal is to be pioneers in this area, and we’ll be sharing more details as we progress.

Tell us your plans for the year ahead.

At Piece of You, we believe that we don’t just sell jewellery — we offer an unforgettable experience. Our pieces are designed to last for generations, transforming emotions and turning your personal stories into treasures crafted from gold and diamonds. We want each piece to truly become a part of you. As we move into 2025, we aim to carry this vision forward with even more love, passion, emotion, and, of course, bling.