Amreen Iqbal
Founder of Piece of You
Amreen Iqbal is the founder and creative visionary behind Piece of You, a personalized jewelry brand celebrated for crafting unique pieces that tell individual stories and preserve special memories. Established in 2017, Piece of You grew from Amreen’s personal experience designing a bespoke piece to mark the birth of her third child. Building on her family legacy with Pure Gold Jewellers, she created a brand focused on expert craftsmanship and ethical sourcing.
Piece of You has gained international recognition for transforming meaningful moments into timeless jewelry. Amreen’s designs highlight storytelling and emotion, making each piece much more than just an accessory.
Featured in multiple publications, she often speaks about the brand’s core values and the growing appeal of personalized jewelry. Sustainability and responsible sourcing remain central to her vision. Amreen aims for Piece of You to become a leading global destination for personalized luxury jewelry that remains accessible and deeply personal.
Q1. Amreen, tell us how Piece of You came into being. Was this always a dream?
A: Piece of You was born out of a very personal place. Growing up in Dubai, I was fortunate to be immersed in the world of fine jewelry from a young age. My father, Firoz Merchant, built Pure Gold from the ground up, and I saw firsthand the power of vision, commitment, and attention to detail. But what drew me most to jewelry wasn’t just its beauty—it was the emotion behind it. I started designing pieces for family and friends, often to mark special milestones or personal memories. Seeing how meaningful those pieces became sparked something in me. I realized there was a gap for jewelry that was not just luxurious, but deeply personal. That’s how Piece of You was born—a bespoke jewelry brand rooted in storytelling, elegance, and purpose.
Q2. You’re not only a founder and creative lead, but also a mom of four. How do you manage to balance both worlds so seamlessly?
A: It’s definitely not always seamless—but I believe it’s possible to do both with love and intention. My children are my greatest joy and my biggest source of motivation. They keep me grounded, and they remind me why balance matters. I think we often place unrealistic expectations on ourselves, especially as women, to do it all. For me, it’s been about setting boundaries, prioritizing what matters most, and building a strong support system both at home and at work. I’m also lucky to work with an incredible all-female team who understand the value of flexibility and empathy—we support each other through the highs and lows of motherhood and entrepreneurship alike.
Q3. Piece of You has seen remarkable growth over the past few years. What do you think has contributed to its success?
A: I think the success lies in authenticity and emotional connection. At its core, Piece of You is about people—it’s about creating jewelry that reflects who you are and what you love. Every piece we create carries a story, whether it’s a name pendant, a birthstone ring, or a customized charm bracelet. We focus on quality, ethics, and a personal touch that larger brands often can’t offer. We also work exclusively with natural, ethically sourced diamonds, and our packaging and logistics processes are designed to be as sustainable as possible. I’ve been hands-on in every part of the business—from the design table to client conversations—and that connection with our customers has helped us build something truly special.
Q4. Giving back seems to be a central pillar of your business. Tell us more about that.
A: From day one, I knew I wanted Piece of You to have a social purpose. Jewelry is a beautiful, emotional purchase—but I also wanted it to create a ripple of goodness beyond the person who wears it. That’s why for every order we process, a meal is donated to someone in need through the Feed a Meal initiative. It’s a small gesture, but it means our growth is shared. I believe that success only has meaning when it lifts others up as well. That ethos is embedded in everything we do—from how we treat our team, to how we engage with customers, to how we give back.
Q5. You’ve consciously built an all-female team. What inspired that decision?
A: I’ve always believed in the power of women supporting women. When I began building my team, I was drawn to talented women—many of whom were balancing family life, like I was. I saw a need for a workplace culture that respects and accommodates those realities. We offer flexible schedules, remote work options, and a collaborative environment that allows women to thrive in their own rhythm. It’s been one of the most fulfilling parts of my journey—seeing my team grow not just professionally, but personally as well. I truly believe that when women are empowered, everything changes—for families, communities, and businesses alike.
Q6. What inspires your creative process when designing a new piece?
A: Inspiration can come from anywhere—a conversation, a feeling, a memory, or even a piece of music. Often, our customers bring their own stories to us, and that’s where the magic happens. I love interpreting personal narratives through design—using stones, initials, shapes, and motifs that hold significance. My aesthetic is very much about subtle elegance, blending timeless luxury with everyday wearability. I want our pieces to feel like second skin—deeply personal, yet effortlessly beautiful. It’s also important to me that our jewelry feels modern, yet carries a sense of emotional legacy.
Q7. Looking ahead, what are your hopes and dreams for Piece of You?
A: I’m excited about the journey ahead. We’ve grown steadily over the past five years, but I’m more focused on depth than scale. I want to continue nurturing our close relationships with clients, expanding internationally in ways that still feel intimate and meaningful. I’d love to collaborate with other creatives—perhaps even cross over into lifestyle or bridal. But most of all, I want to keep creating pieces that bring joy, tell stories, and celebrate individuality. Piece of You isn’t just a brand to me—it’s a reflection of love, resilience, and creativity. I hope it continues to resonate with hearts all over the world.