Amreen Iqbal, the founder of Piece of You, seamlessly blends tradition with modernity to craft timeless, personalized jewelry that resonates with deeply personal stories. Rooted in the legacy of her family's business, Pure Gold Group, and shaped by her own creative vision, Amreen has transformed Piece of You into an internationally cherished brand. Over seven years, the brand has grown exponentially, offering ethically sourced, meticulously crafted pieces that connect with customers on a profound level. Her journey from designing pieces at home to building a globally recognized brand is nothing short of inspiring. But what inspired her to create Piece of You and carve out a distinct identity from the family business? Let's find out.
What inspired you to start your own brand, and how did you set out to create an identity distinct from the family business?
After my third child was born, I realized I couldn’t commit to office hours with the family business, Pure Gold Jewelers, where I’d been working since university. Even while staying at home, I was always designing and sketching concepts, creating pieces for myself and friends and family. One of those pieces, a necklace inspired by my three children, received so much love from people around me that it sparked something within me.
My husband encouraged me, saying, “This is your calling.” His confidence in me pushed me to take the leap, and that’s how Piece of You was born. I used the resources and manufacturing facilities we already had, and the response was beyond what I ever expected. So many women connected with the idea of distinctive, personal jewelry that could tell their life stories in one piece.
The trust people showed in me from day one amazed me, and I think it came from the credibility my family’s jewelry business had built over decades. That trust, combined with the uniqueness of what I was offering, helped Piece of You take off far faster than I imagined.
Has your association with Pure Gold Group played a key role in helping you navigate the challenges and biases that women-led businesses often face in the competitive luxury market?
My association with Pure Gold Group has been instrumental in shaping Piece of You and navigating the challenges of starting my own brand. Jewelry feels like it’s in my blood—I grew up watching my father and brother work in the industry, and after university, I naturally joined the family business.
The trust people already had in Pure Gold, with over 100 stores worldwide, gave Piece of You credibility right from the start. Customers knew they could trust the quality and reliability, which made those early days much smoother.
For me, Piece of You wasn’t about creating something just for myself—it was about sharing my passion for unique, personal jewelry that even Pure Gold wasn’t offering. Seeing how Piece of You has become a household name today is deeply fulfilling. People now recognize it as its own brand, and it’s even funny when they refer to my father as “the father of Piece of You.”
This journey has been so personal. Piece of You isn’t just a business to me—it’s like one of my children. Before my fourth child was born, I used to say it was my fourth child. Now, with five children, it’s just as special to me as ever.
How does Piece of You approach the custom jewelry design process, from understanding a client’s story to creating a final piece that authentically represents their identity? What are the technical steps involved in this process?
At Piece of You, we approach custom jewelry in two ways. Some customers love our existing designs, like my family necklace, which I personalize to match their unique stories—for instance, tweaking the design for their specific family setup. Others share their own stories and ideas, and we work closely with them, sending sketches and making revisions until the design perfectly reflects their identity.
Every piece is handmade with the utmost care, requiring exceptional craftsmanship. From creating wax molds to setting stones and packaging, every step is meticulously handled by my team and me. I’m involved in every aspect, from factory visits to deliveries, ensuring the highest quality. Technology plays a role too—we take orders through our website and WhatsApp, but the real magic happens through the artistry of our craftsmen.
What makes me proud is the trust our clients place in us. We’ve never had a refund or exchange request and offer a lifetime warranty, including free cleaning and polishing.
Many customers reach out years later to refresh their pieces, and we ensure they shine like new. This service builds relationships that last beyond a single purchase, often turning clients into friends.
Piece of You isn’t just about jewelry; it’s about creating connections and a legacy. My hope is that today’s customers pass this on to future generations, saying, “My mother had this made, and now I want one too.” It’s deeply personal, and I dream of my daughters continuing this journey, ensuring Piece of You becomes a timeless tradition.
How do you view the relationship between technology and traditional craftsmanship in jewelry design, and how has this dynamic influenced your creative process at Piece of You?
They’re both equally important. Just as traditions and values are vital to where we come from, it’s also essential to keep up with modern advancements like AI and evolving technology. Striking a balance is key. We ensure that our production retains the same traditional craftsmanship and quality as it did 20 years ago because each piece from Piece of You is designed to become a timeless part of the wearer’s life.
At the same time, we embrace modern technology to enhance the creative process. We offer computer-aided designs (CAD), sketches, and videos that show clients their products from all angles before they’re completed. This amalgamation of traditional craftsmanship and cutting-edge technology allows us to maintain our heritage while meeting the expectations of today’s modern world.
What’s the most distinctive bespoke jewelry piece you've crafted to date, and what meaningful story or inspiration lies behind it?
As much as I love creating pieces for all my customers, I still think the most special piece I’ve crafted is the first necklace I ever made. It represented my three children, and even though I had my fourth child after Piece of You was a few years old, that necklace remains incredibly meaningful to me. It’s not just because it symbolizes my children, but also because it has become one of our bestsellers today. Something I initially thought of while sitting at home has now evolved into a design worn by so many women, each with their own personal version of it.
I’ve had moments where I’ve attended kids’ birthday parties or other events where people don’t know who I am, and I’ve spotted my pieces on so many women—on their necks, fingers, or ears. It’s such a “wow” moment for me. These women didn’t buy the jewelry because they knew me or through a personal connection, but because they loved what they saw online or admired it on someone else. That’s been our biggest strength: word of mouth. It’s been instrumental in helping us grow into what we are today.
We now have customers from all over the world—South Africa, England, the USA, and, of course, the GCC, with the UAE being a massive market for us. It’s amazing to see how Piece of You has grown into such an international brand.
As an online-first retailer, how does Piece of You create a seamless and personalized shopping experience for its customers, especially in a luxury segment where physical touchpoints are traditionally valued?
At Piece of You, we believe our online-first approach offers a more personalized and meaningful experience than traditional stores. Unlike the distractions of a physical shop, we provide one-to-one attention, allowing customers to shop comfortably from home and receive their jewelry within days.
Every detail of our process is designed to create a memorable experience, from the light inside our jewelry boxes that makes the diamonds glisten to the emotional impact of receiving a piece that represents your life. Customers often tell us they’re not just buying jewelry—they’re buying an experience.
Our pieces carry deep sentimental value, such as newborn necklaces that grow with the wearer, becoming lifelong treasures. The feedback we’ve received has been incredible, with customers sharing how much they appreciate the thought, care, and meaning behind every piece. It’s about more than jewelry—it’s about creating lasting memories.
In the luxury space, many brands are moving toward exclusivity—how does Piece of You manage to remain accessible and inclusive while still maintaining that high-end, luxury aura?
One word—pricing. I can guarantee our pricing is the lowest in the market.
This is possible because we have our own production facilities and over 35 years of industry experience, giving us the knowledge to reduce costs and pass those benefits directly to our customers. We don’t reduce costs to increase our profit margins—I don’t believe in that. If there’s a way to benefit the customer, I’m the first to implement it.
We offer diamond jewelry starting at 700 dirhams, and no matter the price point, the experience remains the same.
For me, this isn’t about selling a product to make money. It’s about sharing my passion with people who feel the same way I do. I do this for the smiles, the messages, and the relationships we build—not to change my lifestyle or chase financial gains.
My priority is the recognition and trust people have for Piece of You. I would never compromise on the experience or the unique value we offer. I’ve been blessed, and while this is a business at the end of the day, it’s my passion and commitment that drive me to keep it accessible without losing its luxury essence.
It's been seven years since you launched this venture—when did you reach the break-even point, and what has your CAGR trajectory been?
I would say we’re growing tenfold every month and every year.
When we first started, we thought we’d have just a few customers a month, but now we’re overwhelmed by how far we’ve come. We’re moving into a new office, hiring new staff, and currently have three delivery drivers just for Dubai, in addition to FedEx handling international and UAE-wide deliveries.
Our growth has been exponential. Our team is expanding, our production facilities are growing, and our artisans have multiplied significantly from when we started. I’d have to check how many we have now because we’re always adding more. I don’t believe in overburdening anyone; we ensure that everyone works at a comfortable pace while maintaining high standards.
This growth reflects the trust our customers place in us. As Piece of You grows, so does our team, our operations, and our loyal customer base. It’s been a journey of constant evolution.
With the Middle East, especially the UAE, poised for significant growth in the lab-grown diamond market, how does Piece of You plan to leverage this momentum to increase its market share, and what strategies do you have for regional expansion?
Pure Gold is a major player in the lab-grown diamond market, but when it comes to Piece of You, I’m still in two minds. My designs are deeply personal and meant to reflect life’s most meaningful moments. For me, natural diamonds carry an authenticity and connection to nature that feels irreplaceable—especially for pieces like necklaces featuring children’s names or other heartfelt symbols.
All our diamonds are ethically sourced, a practice that has been ingrained in our family business for over 35 years. My father built his legacy on doing things the right way, even before concepts like sustainability and lab-grown diamonds existed. That same commitment to ethics and authenticity is at the core of Piece of You.
While I respect the innovation of lab-grown diamonds, my focus remains on creating timeless, natural pieces that connect deeply with our customers and honor the values instilled in me from the very beginning.
Given your professional experience and personal values, how do you perceive the future of luxury jewelry in a world that is becoming more minimalist and conscious of ethical consumption?
Our pieces are ethically sourced, whether lab-grown or natural diamonds. Ethical practices have always been a priority for us. As for minimalism, I see it as a trend that ebbs and flows. Some days, people may prefer a single, simple piece, and on others, they might want to layer and stack. Even brides today are moving away from heavy, elaborate necklaces to neater, cleaner, and simpler designs that hold both financial and personal value.
This is where Piece of You stands out. We create everyday jewelry that is effortless and practical, meant to be worn daily without feeling heavy or cumbersome. I often forget I’m even wearing my necklace because it’s so light and comfortable. Our pieces are designed to be a part of you—something you wear to the gym, school pickups, work, or even while swimming, as one customer shared.
We focus on every detail, like ensuring the hooks and clasps are easy for women to use on their own. Jewelry is often a male-dominated industry in terms of production, but since we’re making it for women, we think like women. Comfort, convenience, and thoughtful design are at the heart of what we do, making our pieces suitable for every day and everyone.
How do you envision the future of Piece of You?
Oh, I’m hoping it becomes bigger than any other brand. I have so much aspiration and inspiration for Piece of You. I envision it being on every woman’s neck and on every family’s radar—whether it’s for a special occasion, a meaningful gift, or simply treating yourself just because you deserve it.
Our relatable pricing ensures that you don’t have to think twice about making Piece of You a part of your life. My hope is for the brand to be recognized as a worthwhile investment that lasts forever, offering timeless pieces that people cherish for generations.
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