Our aim is for our customers to feel at their best and feel good about themselves when they wear our pieces. Jewellery can give us so much confidence, even if it may be the smallest detail of our outfit.
With this independently run business, we did not just want to create jewellery, we wanted it to have an impact. AMREEN chooses to celebrate women every single day. We have a mission to empower women and break stereotypes with every step we take. Our pieces are crafted with this in mind.
A lot of women grew up with this idea of an "accepted" body image that has been passed down from generations to generations, which basically gave women a rulebook to follow. To be thin but not too thin, to be flawless and have perfect skin, to use whitening products for a fairer skin because our skin is too dark, to not eat too much and watch our weight, to lose some weight so that we look "better", to shave our body hair because that makes us look "manly"… The list can go on and on.
Personally, we are so tired of it. It's time we change and start disagreeing with whatever has been said. We took our first step to stand for what we believe in. When we had our first ever photo shoot, we decided that we did not want our models' faces and bodies to be edited. We wanted to show off a woman's natural body and all its "imperfections", we wanted to appreciate and celebrate what society categorises as "weird" or "not normal".
When we had our first ever photo shoot, we decided that we did not want our models' faces and bodies to be edited. We wanted to show off a woman's natural body and all its "imperfections", we wanted to appreciate and celebrate what society categorises as "weird" or "not normal".
With this, we aim to make our customers feel safe, included, and think to themselves that "It is perfectly fine to have body hair, it is perfectly fine to not have smooth skin."
Moreover, we also promote inclusivity through the sizes of some products. We have decided to keep all our rings resizable so our customers can let go of the hassle of measuring their ring size, and they wouldn't have to worry about whether their favourite piece fits them or not.
- AMREEN JEWELLERY