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Jewels of Wisdom
Many entrepreneurs struggle to maintain boundaries between work and home, but Amrita has it down to a science. “My theory is that if you can’t get your work done in eight hours, then you are doing something wrong,” she says. For her, this juggling act is equal parts time management and trust. “I spend most of my time on product development and design, but I have great sales and marketing associates who play an integral part in making the brand a success,” she explains. “You have to rely on the strength of your team in order to delegate.”
Designer Amrita Singh is no stranger to recalibrating her vision. After honing her natural talent at FIT, Amrita first made a name for herself selling tunics embellished with semiprecious stones. But when her small company began to receive orders for custom jewelry pieces, she knew better than to question the new direction. Seven years later, this “fun-loving, impulsive, and curious” entrepreneur has her own jewelry showroom in New York’s trendy SoHo neighborhood and a client list that extends to royalty, both Hollywood (Anne Hathaway, Jennifer Lopez) and real (Princess Mary of Denmark is a fan).
The secret to Amrita’s corner on the niche market of costume jewelry? “I give my girl what she wants!” Amrita says. “It’s all about getting to the core of your client. Mine is an eclectic global citizen who isn’t shy about expressing herself, and she does that through her accessories.” From a creative perspective, this means drawing inspiration from a wide array of sources, ranging from her mother’s hand-me-downs to her modern-day industry peers. “I never second-guess my instincts,” Amrita insists. “I often look to the past for inspiration, but I try to give it a fresh edge.”
The Nazmoon Necklace from Amrita's Maharaja collection.
While the world has embraced Amrita’s glamorous East-meets-West aesthetic, her ascent into design stardom has not been without setbacks. “During our first season, our collection was scheduled to be in Oscar de la Renta’s New York runway show,” she recalls. “They canceled one day before the event. After weeks of trials and rehearsals - even after Oscar himself had handpicked our pieces! - the ‘jury’ voted for another designer instead.” Momentary disappointment resulted in a valuable lesson about the business of the business. “It was then that we understood the harsh politics of the fashion world,” she shares.
Amrita credits her family for the perspective that has carried her through this and other times of heartache. “My father always told me that whatever is in your kismet - your destiny - will come to you when the time is right,” she says. “Our job is to enjoy the journey and keep doing what we are meant to do.” For Amrita, that means expanding her brand to include home and lifestyle collections — while maintaining the relationships that have guided her work thus far, of course. “Family comes first. Then health,” affirms the designer, whose parents and brother live close by. “If you don’t have those two components in your life, there isn’t much joy in a career.”
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