Amama Jewels’ Latest Campaign Adds Spice to Valentine’s Day 2025

Snakes and chillies aren’t exactly my vibe — one scares me, and I have a famously low spice tolerance. But there’s something about their aesthetic appeal that I can’t ignore. When I came across Amama Jewels’ latest Valentine’s Day collection, ‘I Chilli U,’ I was instantly obsessed.

Forget the Cartier Juste un Clou bracelet; as a proud fan of homegrown jewellery, I’d choose the Chilli bracelet any day. Amama’s collection, designed by founder Nikita Gupta, brings a fresh take on celebrating love. The gold Tabasco handcuff and the red Paprika earring made from brass alloy and coated in 22kt micron gold resemble chillies in the most striking way, making a bold statement.

The collection stands apart from the usual hearts-and-roses approach. It plays with bold, playful motifs to create something new, inspired by the chilli—fiery, passionate, and unapologetically desi. This collection captures the essence of love in all its spice and excitement.

Styled by Raghav Agarwal and photographed by Umang Kapoor, the campaign features model Roshni Sharma. It mixes humor and daring visuals, from a nod to The Devil Wears Prada with an I Chilli U twist to statement earrings in red and green stacked for impact. The campaign embraces a playful, cheeky energy that shines through in every shot.

The collection’s design evolved naturally with the chilli motif. The jewellery’s boldness and curves inspired the visual elements, creating a conversation between design and storytelling. The result is a fresh, dynamic collection that feels as spicy as it looks.

While the bold statement pieces immediately catch the eye, the more minimalist designs like the Just Chillin’ Pendant and the Tabasco ring offer everyday wearability without compromising on character. The collection blends fun and practicality, making it perfect for those who want to wear their spice with style.

‘I Chilli U’ isn’t just for Valentine’s Day; it’s a celebration of bold love and individuality every day. The collection resonates with those who embrace originality, desi culture, and a love for making a statement—because it’s not about blending in, it’s about standing out and owning your spice.