iAMORY, an affordable fine jewellery brand crafted in 925 sterling silver and lab-grown diamonds, has launched its Android and iOS mobile app to expand its direct-to-consumer presence. Backed by an 80-year-old HM Sarafa Bazar legacy, the launch follows the brand’s experiential store debut in Mumbai.
Redefining Jewellery Discovery
Designed for mobile-first consumers, the iAMORY app supports evolving jewellery buying habits. It reflects a shift from investment-led purchases to lightweight, wearable designs suited for everyday styling, workwear, and gifting. The platform addresses discovery fatigue and trust concerns through transparent pricing, metal purity details, certifications, secure payments, and easy returns.
Features Built for Digital-First Engagement
The app offers a streamlined user experience with wishlists, seamless checkout, AI-led notifications, app-exclusive launches, and special discounts. These features enable personalised engagement beyond traditional web-based shopping.
Insights on the Changing Jewellery Market
Silver jewellery in India continues to grow at an estimated 4 to 6 percent CAGR, driven by demand from young urban consumers seeking affordable and versatile designs. Lab-grown diamond jewellery is emerging as a high-growth category, expanding from USD 395 million in 2025 to a projected USD 1.6 billion by 2035 in India. These segments align closely with digital-first, design-led brands.
Digital Counters as the New Norm
Commenting on the launch, Archit Jain, Co-Founder of iAMORY, said digital adoption is reshaping jewellery retail by shifting influence from traditional family-led counters to transparent, design-driven digital platforms. He added that mobile apps now function as digital counters, bringing together discovery, certification visibility, price comparison, and social proof.
Looking Ahead
In the coming months, iAMORY plans to enhance the app with personalisation tools, loyalty programmes, and richer content formats. These updates will be guided by customer behaviour and usage insights rather than aggressive expansion targets.
