Empowering women is at the core of Piece of You.

Interview with Amreen Iqbal – Founder, Piece of You

Amreen Iqbal, founder and creative force behind Piece of You, embodies the art of exquisite jewelry as a way of life. Relocating to Dubai at just four years old, she has always considered the UAE her home and has been immersed in the world of gems and jewels from a young age, following in the footsteps of her father, Firoz Merchant, the visionary Founder and Chairman of Pure Gold Group.

Her passion for creating personalized jewelry has been a lifelong pursuit. She began designing custom pieces for family and friends, skillfully blending delicate everyday items with luxurious creations. Since launching Piece of You, the brand has experienced exponential growth over the last five years, gaining a worldwide customer base and becoming an internationally loved and valued name in bespoke jewelry

Amreen is deeply committed to using ethically sourced natural diamonds and is involved in every aspect of her business—from designing and sales to packaging and logistics. With Piece of You, she not only aims to create stunning jewelry that reflects individuality and love but also believes in giving back. For every order processed, a donation is made to Feed a Meal, ensuring that her success contributes to those in need. Deeply passionate about empowering women, she leads an all female team and prioritizes flexible support to help modern working moms thrive in their careers.

Can you share the story of how you started Piece of You and what inspired you to enter the jewelry industry?

Piece of You started with a simple, yet powerful idea: to create jewelry that tells a personal story. Growing up in a family with a deep appreciation for gold, diamonds, and fine artistry, I was always surrounded by the world of jewelry – it’s in my blood. However, what really sparked my decision to launch Piece of You was the desire to offer something different—pieces that go beyond just adornment. I wanted to create jewelry that resonated with individuals on a deeper level, reflecting their unique journeys, emotions, and experiences. My inspiration comes from the beauty of storytelling, and I believe fine jewelry is a meaningful way to express those personal narratives, whilst holding its true value.

What challenges have you faced as a woman entrepreneur in the gold market, and how have you overcome them?

As a woman in the gold market, one of the biggest challenges has been breaking through a traditionally male-dominated industry. There were moments where my ideas and decisions were questioned simply because of my gender. However, I’ve always believed that perseverance, a strong vision, and an unwavering belief in my brand would carry me forward. I focused on building relationships, staying true to my craft, and creating quality pieces that spoke for themselves.

Over time, my work has earned respect and recognition, and I’ve surrounded myself with a supportive team of strong women and allies who share my values. The challenges, while tough at times, have only made me more determined to make ‘Piece of You’ a common place in every household.

In what ways do you feel your father’s legacy influences your work, and do you see it as a support or a challenge in your journey?

My father’s legacy plays a huge role in my work. He is a visionary who believes in the power of creating things that last—whether it was in the world of business or the world of artistry

His values of craftsmanship, integrity, and the importance of creating something of true value have always guided me. I see his legacy as a source of strength and inspiration rather than a challenge. It reminds me that I have a responsibility to uphold those same standards of excellence and to create pieces that stand the test of time, just as he did in his own career. His guidance and teachings over the years continues to motivate me every day.

How do you empower other women within the jewelry industry through your brand and initiatives?

Empowering women is at the core of Piece of You. I’ve made it a priority to not only hire talented women but also provide them with opportunities to grow within the company. A band by women, for women. Whether it’s through skill development or leadership roles, I want women to feel confident in their potential and to see that they can succeed in an industry that often underrepresents them. Additionally, we collaborate with female artisans and designers from local communities, ensuring that they have the resources and recognition they deserve. I believe that by supporting and elevating other women, we help build a stronger and more inclusive jewelry community.

Looking ahead, what are your future goals for Piece of You, and how do you plan to achieve them?

Looking ahead, my goal is to expand Piece of You into a global brand that continues to stand for authenticity, craftsmanship, and personal connection. We plan to achieve this by continuing to innovate and diversify our collections while maintaining the quality and storytelling that define us. We’re also looking to expand our presence in key international markets and strengthen our online platform to make our pieces more accessible to customers around the world. Another important goal is to continue focusing on sustainability, ensuring that our practices and materials are as ethical as they are beautiful.

How would you describe the competitive landscape of the jewelry market in Dubai compared to other regions?

Dubai’s jewelry market is incredibly dynamic and competitive, with a blend of traditional craftsmanship and modern innovation. The city is a melting pot of cultures, and this diversity brings a unique demand for different styles and approaches to design. Compared to other regions, the Dubai market is fast-paced and highly trend-driven, but it also has a deep-rooted appreciation for quality and heritage. International brands and local designers alike compete for attention, but what sets the Dubai market apart is the demand for luxury that is both aspirational and accessible. It’s an exciting place to be, but it also pushes you to stay on your toes and constantly evolve.

What unique qualities or values set Piece of You apart from other jewelry brands in the market?

Piece of You is truly a reflection of individuality and personal stories. What sets us apart is the emphasis on creating pieces that are not just beautiful, but meaningful. Every design is crafted with the intent to capture emotions, milestones, and memories. We focus on personalized experiences for our clients, offering bespoke services where they can be part of the creative process. Our commitment to quality, ethical sourcing, and sustainability further distinguishes us in the market. At Piece of You, we believe that jewelry should not only complement your appearance but also serve as a cherished reminder of significant moments in your life.

Can you provide an example of a specific strategy you’ve used to differentiate your brand from competitors?

One of the strategies we’ve implemented to differentiate Piece of You is our bespoke, personalized approach to design. While many brands focus on mass production, we offer a highly individualized experience, where customers are involved in the creation of their jewelry. This strategy not only builds deeper connections with our clients but also sets us apart in a market where uniqueness and craftsmanship are highly valued. We also focus heavily on the story behind each piece, and we’ve incorporated storytelling into our branding, which resonates with people who are looking for more than just a beautiful accessory. This emphasis on personal connection has truly helped us carve out a distinct space in the market.