Amreen Iqbal, Founder and CEO of Piece of You, invites us into her dynamic world, where the intricate artistry of bespoke jewelry meets the multifaceted demands of entrepreneurship, motherhood, and philanthropy. Born into Dubai’s illustrious world of gems through her father, Pure Gold Group founder Firoz Merchant, Amreen has carved her own distinctive niche by creating personalised jewelry that transcends mere adornment to become cherished, emotional keepsakes. In this exclusive interview, she shares insights into her journey, the daily rhythm of her creative enterprise, and her vision for a brand that truly reflects a piece of every client’s heart.

Can you share a little bit about what it is that you do and what a typical day for you is like?
As the founder and creative soul behind Piece of You, my days are a vibrant fusion of artistry, entrepreneurship, and purpose. I navigate the multifaceted roles of being a businesswoman, a devoted mother of four, and a wife, all while staying deeply rooted in the charitable causes that speak to my heart. My journey is grounded in personal discipline—anchored by 5 AM starts, an active lifestyle, and a spiritual connection to a higher power that guides and fuels my creativity.

At Piece of You, we specialise in creating personalised jewelry that goes beyond adornment—each piece is a heartfelt expression, designed to tell a story, mark a milestone, or hold a precious memory. No two days are ever the same. Mornings typically begin with reviewing new orders and aligning with my incredible all-female team.

I then immerse myself in the creative process—sketching new designs, perfecting custom orders, and sourcing the finest ethically sourced natural diamonds. A highlight of my day is engaging in client consultations, where I have the privilege of listening to their stories and transforming those moments into timeless, meaningful jewelry. This journey is more than just business—it’s a calling. Every piece we create carries a piece of someone’s heart, and that, for me, is the true reward.

Did you always know that working in the industry you represent was what you wanted to do? How did you decide on it?
Growing up in Dubai, immersed in the world of gems and jewels through my father, Firoz Merchant, the founder of Pure Gold Group, you might think my path was predetermined. However, I initially explored different avenues, wanting to carve my own niche. After completing my BBA, I spent years at Pure Gold Jewellers, mastering every facet of the family business – from design and HR to finance and corporate communications, eventually serving as Director of Corporate Communications. It was during this time that my lifelong passion for personalised jewelry truly blossomed.

I began designing custom pieces for family and friends, blending delicate everyday items with luxurious creations. I realised there was a profound desire for jewelry that wasn’t just beautiful, but deeply personal. That’s when Piece of You was born five years ago – out of a vision to create an internationally loved and valued name in bespoke jewelry that resonates on an emotional level. It was about taking my foundation in the industry and building something truly unique that combined my creative flair with a commitment to individuality and love.

What first got you interested in the industry you work in?
My love for the jewelry industry began at a very young age. I’ve always been deeply passionate about the unique ability jewelry has to capture emotions, preserve memories, and tell personal stories—turning them into timeless keepsakes. I saw early on how a single piece could evolve into a cherished heirloom, holding generations of meaning within its design. The idea of transforming raw materials into something not only beautiful but also deeply significant captivated me. It’s this powerful blend of art, craftsmanship, and emotional connection that continues to fuel my passion every day.

What obstacles did you have to overcome?
Launching Piece of You certainly came with its own set of challenges, despite my background. One of the primary hurdles was establishing our distinct identity separate from the well-established Pure Gold Group. While my father’s legacy is an immense source of pride and support, I was determined for Piece of You to shine on its own merit, recognised for its unique vision of personalised elegance and social responsibility. This meant meticulously defining our brand, differentiating our approach, and building our own global customer base. Furthermore, balancing the demands of exponential business growth with managing a busy family life required constant dedication, adaptability, and the unwavering support of my loved ones.

What advice would you give to a woman considering a career in the industry you represent? What do you wish you had known?
For any woman considering a career in the jewelry industry, here’s what I would share:

• Embrace your unique voice: The industry is hungry for fresh perspectives. Don’t shy away from your creative flair or your personal vision. Your individuality is your strongest asset.
• Master the craft: Beyond the business side, truly understand the materials, the design process, and the intricate artistry involved. This knowledge builds immense confidence and credibility.
• Build a supportive network: Connect with other women in the industry, find mentors, and don’t hesitate to collaborate. Building a community of support is invaluable for growth and resilience.
• Prioritise giving back: For me, integrating social responsibility – like our donations to Feed a Meal with every order and empowering modern working moms – has not only been fulfilling but has also deeply resonated with our customers. Find a cause that speaks to you.

What do you do to unwind after work?
After a full day immersed in design, client interactions, production, and the countless moving parts of running a business, unwinding becomes essential. My favorite way to recharge is by spending quality time with my four children and loved ones—being fully present with them helps me reset and find balance. I also draw strength and peace from activities like horse riding, weight training, social padel, and meditation. And sometimes, it’s the simple joy of watching light-hearted TV with my husband that brings the perfect mental pause.

For me, early nights and early mornings are non-negotiable. They provide the clarity, energy, and discipline I need to embrace the many roles and responsibilities each new day brings.