How a love for meaningful jewelry became a growing small business in Canada.
By Aditi Gupta, Founder of Amaara & Co.
Amaara & Co. began with a simple dream: to create something meaningful of my own.
I have always loved jewelry and the confidence a beautiful piece can bring. A necklace, ring, bracelet, or pair of earrings can complete an outfit and sometimes carry a special memory.
How the Idea Began
The idea for Amaara & Co. came after I purchased a piece of jewelry that looked beautiful but did not meet my expectations for quality.
It made me think about what customers truly want: jewelry that is stylish, comfortable, affordable, and easy to wear.
I wanted to create a brand offering timeless pieces for work, travel, casual outings, and special celebrations.
That idea became Amaara & Co.
“I wanted to create jewelry that helps people feel confident and becomes part of their everyday story.”
Building the Brand
I started building Amaara & Co. while working a full-time job. With a limited budget, I had to learn many parts of running a business from the beginning.
I learned how to select products, manage inventory, build a website, set prices, create content, prepare orders, and connect with customers.
Marketing was also new to me. There were moments when I wondered whether people would discover the brand or trust a new business.
Instead of waiting for everything to feel perfect, I decided to start small and improve along the way.
The First Online Order
Receiving the first order through the Amaara & Co. website was a moment I will always remember.
When I heard the Shopify sale notification, the business suddenly felt real. Someone had discovered our website, explored the collection, trusted the brand, and selected an Amaara piece.
That first order gave me the confidence to continue.
Every order, review, message, follow, and recommendation still means a great deal to me.
Growing Through Community
Supportive business communities have played an important role in the Amaara journey.
I joined the Retail Incubator Program offered by Immigrant Entrepreneur Canada. The program helped me learn more about branding, pricing, marketing, and customer engagement.
It also gave Amaara & Co. the opportunity to participate in Ottawa’s ByWard Market Vendor Village. Meeting customers in person helped me hear their feedback and better understand what they look for when buying jewelry.
I was also proud to be part of the first Ottawa cohort of Business in the Streets.
Through the program, I received practical business training, mentorship, and the opportunity to connect with other entrepreneurs.
At the end of the program, Amaara & Co. received funding. That support was an important milestone and gave me greater confidence in the future of the brand.
Looking Ahead
My goal is to grow Amaara & Co. into a trusted Canadian jewelry brand known for timeless designs, thoughtful quality, and accessible pieces.
I hope to introduce new collections, participate in more events, and reach more customers across Canada.
Most importantly, I want every customer to feel confident and happy when wearing an Amaara piece.
Thank you to our customers, mentors, friends, family members, and community organizations for supporting this journey.
I hope you find an Amaara piece that becomes part of your own story.
With love,
Aditi Gupta
Founder, Amaara & Co.
Find Your Amaara Piece
Explore timeless jewelry created for everyday moments and meaningful celebrations.
1 comment
Beautiful story and a great mission!