Spokesperson: Amreen Iqbal, Founder of Piece of You
- Tell us about yourself
- I’m Amreen Iqbal, Founder of Piece of You. Dubai has been home since I was four, and I grew up surrounded by jewellery, watching my father Firoz Merchant build Pure Gold Group. I studied for my BBA at the University of Bath, then came back to Dubai in 2005 and spent years learning the business from every angle, eventually becoming Director of Corporate Communications at Pure Gold Jewellers. These days, running Piece of You goes hand in hand with raising my four children, it’s a balance I’ve come to love.
- Why did you choose to work in this field?
- Jewellery has been part of my life since childhood, so it chose me first. I started designing custom pieces for family and friends, drawn to the idea of jewellery that holds real meaning rather than following trend, and that became the foundation of Piece of You.
- How has your journey been so far and what inspired you to start a career/business in this field?
- I’ve stayed hands on with every layer of the business, from design to logistics. Coming from a family rooted in jewellery gave me a strong foundation, but I wanted to build something in my own voice, centred on bespoke design and ethically sourced diamonds. Over the last few years,, Piece of You has grown into a brand loved by customers worldwide.
- Your plans/way forward
- I want to continue growing Piece of You while staying true to the values it was built on: individuality, craftsmanship and giving back. With every order, we make a direct contribution by providing a meal to someone in need. I’m also proud to have built an all-female team where creating flexibility and opportunities for working mothers is a priority. As we grow, I want these values to remain at the heart of the brand and continue to shape how we do business.
- One thing that has inspired you to achieve success, and who would you attribute it to?
- My father, Firoz Merchant, has been a huge inspiration to me. Watching him build Pure Gold Group with vision, resilience and integrity taught me what it means to lead with purpose. I’m also deeply inspired by Sheikha Fatima bint Mubarak and her commitment to empowering women in the UAE. The strength and ambition of Emirati women who have paved their own paths while staying rooted in their values remind me that success is not only about what you achieve, but the impact you leave behind.
