Make it personal

One of the best gifts you can give someone, or even yourself, is a personalised piece of jewellery. Dubai-based brand Piece of You focuses on crafting those intimate memories into meaningful keepsakes, using 18kt gold, diamonds, pearls and precious and semi-precious stones.

Founder and designer is Amreen Iqbal, daughter of Founder & Chairman of Pure Gold Group Firoz Merchant, has always been part of the jewellery world. After completing her education across GIA in diamond grading and jewellery designing courses, she became Director of Corporate Communications at her father’s company, before launching Piece of You in 2017.

Dubai-based jewellery brand Piece Of You founder interview personalised

What was your favourite subject at school?

I am a true Dubai baby; I went to Emirates International School from 1991 to 2001, and ever since I can remember I mostly and always enjoyed business and economics as my favourite subjects followed by French.

What was your first job?

My first ever job was as an Intern at Emirates NBD Bank, back in 2002 whilst I was still at University of Bath in the UK and had to do an internship as part of my Business Administration Course.

What inspired you to launch Piece of You?

My husband (Amran Iqbal) and my three children were and are my inspiration not only behind Piece of You, but everything that I do in my life. In 2017, I designed myself a beautiful keepsake pendant to celebrate the arrival of our third child. My husband complimented me and encouraged me to take it up professionally. I thought it was a wonderful idea. Thus, began the journey of Piece of You.

Dubai-based jewellery brand Piece Of You founder interview personalised

What are the key elements of your role?

I am involved in every element of my business, from designing to customer relationship, to packaging to delivery and a lot more. ‘Piece of You’ truly is a PIECE OF ME as I do everything myself, I have a very hands-on approach. Apart from my role with ‘Piece of You’ I embrace the role of being a daughter, sister, wife and a busy mum-of-three. I am an embodiment of what women empowerment really is.

Talk us through your daily routine.

My day starts at 6:30am when I wake myself and my three angels up and get ready to drop my three children(three, five and seven-years-old) to school followed by gym, then I completely immerse myself in ‘work, work, work and more work’ mode (from designing, to factory visits to client meetings) until it is school pick up time. Then it is being a mum until the kids’ bedtime. After they go to bed at 7:30 pm, it’s back to work followed by dinner with my husband and probably in bed by 11pm. As a business owner work never ends and as a mum, mum life never stops.

What advice do you have for anyone looking to follow in the same footsteps?

Take the plunge – there will be many hurdles, many hinderances but be focus on your dreams. Also, another important aspect is time management – one must learn to priorities as one person cannot be everywhere and cannot do everything; every entrepreneur needs to learn and accept that.


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Which fashion brands can we find in your work wardrobe?

I usually prefer to shop online as I am always constrained with time, so I prefer the luxury of shopping online (much like my brand Piece of You – where your jewellery is designed, order and delivered to and from the convenience of your own home). For me style and fashion are not a brand – it is what you love and wear with confidence and self-satisfaction.

What is the best piece of advice you ever received?

“Start”, said my husband when we discussed the idea and my dad said ‘give it your best and see where it goes.” Almost two and a half years later there’s been no looking back.

And what is the worst?

The worst comments were, “Are you sure you want to do this?”. A few near and dear were skeptical if I could start and run a business entirely by myself (one woman show) and thanks to Allah I can safely say I proved them wrong.

Dubai-based jewellery brand Piece Of You founder interview personalised

What has been the biggest challenge you had to overcome?

To be honest, I did and still do everything from coming up with the name, the packaging, marketing, designing, getting customers, and delivering the final products – so at every step there were slight hiccups but I truly believe my personal involvement at every step is what has made ‘Piece of You’ a piece of many customers around the world. I cannot thank enough each and every one of my customers for giving me the opportunity to turn their special mementos into a treasured piece of “jewellery with meaning”.

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Images: Supplied, Instagram