By Raksha Choubey
Behind every enduring brand is a story shaped by belief, perseverance, and deeply heldvalues. AMRA Silver Jewellery is one such story, one that began not with scale or certainty, but with faith, family support, and a clear sense of purpose.
In this conversation, Bobby Sikder, Co-Founder and Managing Director of AMRA Silver Jewellery, reflects on her journey of transforming a personal dream into a trusted name in the silver jewellery industry. She speaks candidly about building a value-driven brand, navigating challenges in a competitive and male-led ecosystem, and leading with authenticity as AMRA continues to grow across India.
What inspired you to start AMRA Silver Jewellery, and what personal belief or vision guided you in those early days?
AMRA began as a personal dream, but it was sustained and brought to life by the unwavering support of my family. In the earliest days, before there was a brand name, a collection, or a clear path forward, there was belief. When resources were limited and uncertainty felt overwhelming, my family stood firmly beside me. They encouraged me to keep going even when confidence wavered and the future felt unclear. Their trust in my vision gave me the strength to take risks and move forward with courage.
My guiding belief from the beginning was to create something honest, meaningful, and rooted in integrity and not just a business, but a reflection of values and purpose. AMRA was never just about jewellery; it was about building something with heart and authenticity.
AMRA is known for elegance, comfort, and affordability. How did you shape this identity, and why was is it important for you as a founder?
The identity of AMRA was shaped intentionally around elegance, comfort, and affordability because I wanted the brand to feel like home, warm, beautiful, and welcoming to everyone. From the very beginning, it was important to me that our jewellery not only looked refined but also felt easy and natural to wear, becoming a part of everyday life rather than something reserved for special occasions.
Growing up, I have been taught that true value is found in simplicity, sincerity, and thoughtfulness. Those lessons became the foundation of AMRA. We focus on creating pieces that balance elegance with comfort, and premium quality with accessibility, so our customers never have to choose between beauty and ease.
Building a jewellery brand within just two years is no small feat. What were some personal struggles you faced while establishing manufacturing hubs and wholesale relationships?
Building AMRA within just two years came with intense personal challenges, nights of self-doubt, repeated rejections, financial pressure, and constant travel. Proving myself in a competitive industry took both physical and emotional strength.
Establishing manufacturing hubs and earning trust in wholesale relationships wasn’t just a business task; it demanded deep emotional endurance and patience. During the lowest moments, I returned to my purpose and reminded myself why I began.
Who are Amara’s key clients, and where are its manufacturing hubs located?
At AMRA Silver Jewellery, we work with trusted wholesale clients across Nashik, Jalgaon, and Sangamner, including reputed names like House of Jewels, PNG Brothers Gold, Skygold, and Chandukaka. These partnerships are built on consistency, quality, and mutual trust.
Our manufacturing is supported by three dedicated hubs, one in Mumbai and two in Kolkata. These units form the backbone of AMRA, where skilled artisans carefully craft each piece with precision and passion. Together, our clients and manufacturing teams help us deliver elegant, comfortable, and affordable silver jewellery while staying true to our values.
In a traditionally male-led manufacturing ecosystem, how did you carve out your leadership space and earn trust as a woman founder?
Working in a traditionally male-led manufacturing ecosystem meant I often had to prove myself as a woman founder. Earning trust required persistence and confidence in my abilities. Instead of fitting into predefined ideas of leadership, I focused on consistency, transparency, and results. Over time, respect followed. I built my own leadership style, grounded in empathy, discipline, and resilience, which allowed me to lead authentically and with confidence.
Looking back, what is one tough lesson or mistake that shaped you the most both professionally and personally?
One of the toughest lessons I learned is that this journey cannot be walked alone. Building something meaningful requires trust, but it also requires learning whom to trust and when. I learned the importance of staying humble, even during moments of success, and never losing sight of where I come from. Some mistakes were painful and deeply personal, but they became powerful teachers. Those experiences shaped me into a stronger leader and a more grounded, self-aware individual, both professionally and personally.
As AMRA continues to grow across India, what do you hope people ultimately remember about the brand and about you as its co-founder and managing director?
I hope people remember AMRA as a brand built with love, honesty, and hard work. A brand that empowered others while staying rooted. And I hope they remember me as someone who started with a dream, driven by purpose, and guided by heart.
Bobby Sikder’s journey with AMRA Silver Jewellery reflects the power of purpose-led entrepreneurship, where growth is measured not only by reach, but by values upheld along the way. Grounded in family, strengthened by resilience, and guided by integrity, AMRA stands as a brand built with intention and heart. As it continues to expand across India, AMRA carries forward a legacy of craftsmanship, trust, and thoughtful leadership, leaving behind a story that inspires, empowers, and endures beyond the jewellery itself.