Can a heritage jewellery brand rooted in museum-quality craftsmanship become a household name for India’s new-age buyers?

In this episode of Indian Jeweller’s How Did You Do It, we sit down with Tarang Arora, Creative Director and CEO of Amrapali Jewels and Tribe Amrapali, for an insightful and refreshingly candid conversation about what it truly takes to adapt tradition for the modern marketplace.

From crafting one-of-a-kind pieces for Harrods to selling Rs 500 nose rings online through Tribe, Tarang shares how Amrapali scaled a legacy into a vibrant, accessible, and design-driven brand — without losing its artisanal soul. What you'll hear about:

• Amrapali's white-label strategy and the power of perceived uniqueness
• The origins of Tribe as a social media experiment
• Why airports, loyalty points, and even photo frames are part of the retail strategy
• How Tarang Arora views collaboration, expansion, and marketing in a digital-first world
• Lessons from running 30+ stores and managing 2000+ craftspeople
• Honest thoughts on pricing challenges, logistics, and customer experience

If you're building a brand that straddles luxury and accessibility, or just love hearing how iconic Indian businesses evolve, this is one you won’t want to miss.

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