For some, a family business is an inheritance. For others, it’s a calling. For the woman behind Amore Jewels, it’s both a continuation of a legacy that began in 1969 with Ramesh Jewellers in Southall, and a reimagining of what modern luxury means today. Growing up surrounded by the sparkle of gold and diamonds, she learned early that jewellery was never just about adornment – it was about trust, craftsmanship, and emotion. “I’m so privileged to have been brought up in a reputable family business that started in 1969,” she reflects. “I had the passion, knowledge, and expertise – but I wanted to do something more modern while still staying connected to my roots.”
That desire led to Amore Jewels in Gerrards Cross, a boutique that bridges heritage and innovation, where demi-fine pieces meet traditional artistry, and both lab-grown and natural diamonds coexist in harmony. It’s not a departure from her family’s story, but an evolution of it, one built on the same foundation of integrity her father instilled in her. “The one thing I’ve kept is trust and honesty with my customers,” she says. “That’s something my dad always said. My business ethics are the same – we deliver the best quality and customer service. The only thing that’s changed is how we connect: through Instagram, TikTok, WhatsApp, and email.”
In many ways, Amore Jewels captures a generational shift taking place across industries, where the children of family founders inherit not just a business, but a philosophy. “It takes a long time to create a family business name and trust,” she says. “Having that and keeping it going into generations is a privilege. People see me as my grandfather’s first granddaughter or my dad’s daughter. My ethics are still the same as theirs. It’s a label to be proud of – and to maintain it is
my duty.”
That sense of duty doesn’t mean resisting change. If anything, it has fuelled her creativity. Recognising that younger customers wanted pieces they could wear beyond weddings or special occasions, she built a collection of demi-fine jewellery designed for modern life – elegant, versatile, and made to be loved, not locked away. “Younger clients no longer wanted heavy pieces that stayed in safes. I wanted to create jewellery people could actually wear and enjoy
every day.”
Her approach to modernisation is subtle but intentional. Social media has replaced window displays, while storytelling has replaced salesmanship. Each post, each image, reflects the same artistry and emotional connection her family’s clients have cherished for decades. “We create timeless jewellery that blends high quality and versatility, where tradition always comes with a modern twist,” she says simply. That blend of old and new runs through every part of Amore Jewels, from the way clients are greeted, to the design process itself. Each consultation begins with a conversation, not a transaction. “It’s about understanding the client’s style, occasion, and vision,” she says. “From there, we guide them through collections or custom options – sketches, stones, finishes – to bring their ideas to life. The final reveal is always special, because it’s more than jewellery, it’s a memory.”
Looking ahead, she sees the future of jewellery as both bold and sustainable. Navratan gemstones, kundan, and polki continue to capture hearts, while lab-grown diamonds and gems are making fine jewellery more accessible. “Lab-grown is changing the game,” she says, “but the craftsmanship – that human touch – will always remain at the core of what we do.” Through Amore Jewels, she’s not only preserving her family’s story but expanding it, making it relevant to a new generation of wearers and dreamers. It’s proof that legacy doesn’t mean looking back; sometimes, it means carrying the light forward.
