The founder of Piece of You was immersed in the world of diamonds and craftsmanship from an early age through her father, Firoz Merchant, Founder and Chairman of Pure Gold Group. After graduating from the University of Bath and returning to Dubai in 2005, she gained experience across every corner of the family business, from design and finance to HR and corporate communications, before eventually launching a brand centred on something far more personal.
Today, Piece of You has built a loyal international following by specialising in bespoke jewellery that celebrates milestones, memories and individuality. Every piece is thoughtfully designed using ethically sourced natural diamonds, while every purchase also contributes to the Feed a Meal initiative. Beyond the jewellery, Amreen is equally passionate about supporting women, leading an all-female team and creating a flexible workplace that allows working mothers to thrive.
We sat down with Amreen Iqbal o talk about building a business while raising four children and why personalised jewellery has stood the test of time.
You grew up surrounded by jewellery. Was there a moment when you realised you wanted to build something with your own identity rather than continue the family legacy?
Growing up around jewellery gave me an incredible foundation. I understood craftsmanship and quality from a very young age. But I noticed that so much of what was being sold was ready-made, beautiful pieces, but without any real connection to the person wearing them. There wasn’t one dramatic turning point. It was more a slow realisation that I wanted to create something different, jewellery that told an individual story rather than simply following what was already on the shelf. That’s really where the idea for Piece of You came from.
Custom jewellery is incredibly personal. What’s the most emotional commission you’ve ever created?
There have been so many meaningful ones over the years, but what stays with me most are the pieces created to mark a new chapter, a birth, a marriage, or a milestone someone has worked years for. Watching a client choose the exact font that feels like “them”, then seeing their face when they receive the finished piece, that moment never gets old. It’s a reminder that jewellery isn’t just decoration, it’s a way of holding onto meaning.
If you could convince every jewellery buyer to stop making one mistake, what would it be?
Buying for the occasion instead of the person. So often people default to what’s expected for a birthday or anniversary rather than thinking about what actually reflects the individual. The best pieces of jewellery are the ones that feel like they could only belong to one person.
What’s one classic jewellery trend you believe never goes out of style?
Personalised initials and name pieces. They’ve been reinvented in countless ways over the decades, but they never date because they’re not really about fashion, they’re about identity. That’s a trend rooted in something much deeper than what’s popular at the time.
What kind of legacy do you hope Piece of You leaves?
I want Piece of You to be remembered as the brand that brought real meaning back into personalised jewellery. Not mass-produced sentiment, but genuine craftsmanship behind every single piece, with a story worth telling. If people think of us as the place where jewellery became personal again, that’s success to me.
You’ve built a business while raising four children. Looking back, what part of that balancing act was harder than people realise?
People assume the hardest part is the logistics, the time management, getting everyone where they need to be. Honestly, the harder part is the mental load. You’re never fully in one place. Even when you’re physically present with your children, you’re thinking about the business, and vice versa. Learning to be okay with that, rather than feeling guilty about it, took time.
What’s the biggest misconception people have about bespoke jewellery?
That it’s unattainable or only reserved for milestone occasions. Bespoke doesn’t have to mean expensive or exclusive, it simply means considered. Some of our most meaningful pieces have come from very simple briefs, a date, a name, a small detail that means everything to the person wearing it.
What’s something you wish more women knew before starting a business?
That momentum matters far more than perfection. I spent too long waiting to feel completely ready before taking the leap, and the truth is that feeling never fully arrives. You learn almost everything by actually doing it, not by waiting for the perfect moment.
Do you think social media has changed people’s relationship with jewellery for better or worse?
A bit of both, honestly. It’s made personalisation far more visible and accessible. People are more open to the idea now than they were a decade ago. But it’s also pushed a fast trend cycle that works against everything jewellery is meant to represent, pieces that last, that mean something over time, not just for a season.
For you personally, what’s one piece of jewellery you’ll never part with, and what’s the story behind it?
A necklace with all four of my children’s names on it. It’s the one piece I wear almost every single day. It carries all of them with me wherever I go, and it’s really the whole philosophy behind Piece of You in a single piece, jewellery that holds a story rather than just sitting on the shelf.
