Strengthening its portfolio of jewellery brands, Myntra announced the launch of Tribe by Amrapali on its platform. A Jaipur based jewellery major; Amrapali is known both in India and abroad for its elegant personification of India’s heritage through its boutique and handcrafted jewellery. Amrapali Jewels’ loyal clientele include royalty, corporate honcho’s and celebrities from across the globe.

Launching on Myntra will be the ‘Tribe by Amrapali’ collection, which houses the brand’s silver and gold plated offerings across multiple product categories. Since its launch, it has presented iconic collections that have received immense appreciation from people, especially from leading Hollywood and Bollywood celebrities. Products of the collection will be available at a price point ranging from Rs 500 to Rs. 50,000 on Myntra.

There has been a consistent growth in jewellery E-commerce, spurring several popular jewellery brands to make online forays. The association between Myntra and Tribe by Amrapali offers the exotic and popular line up from the famed jewellery house, access to the widest reach across India. Other popular collections will be introduced on Myntra in the coming months.

Speaking on the occasion, Gunjan Soni, CMO and Head, International Brands Business, Myntra, said, “We have recently forayed into boutique jewellery and are extremely delighted with this association. Known for its traditional and handcrafted jewellery with a contemporary twist, our association with Tribe by Amrapali will provide ease of access and enable customers spread across the country to purchase the collection from the comforts of their homes.”

Commenting on the association with Myntra, Tarang Arora, Director, Tribe by Amrapali, said, “We are very happy to partner with Myntra to bring Tribe by Amrapali online. Myntra’s forte in fashion is unquestionable, and their curated and design-focused approach in retailing jewellery makes them the perfect partner for our brand. We look forward to bringing the unique charm of The Tribe collection to more and more people through Myntra.”

Currently, Myntra hosts over 40 fashion and boutique jewellery brands. With the introduction of a wide collection of curated styles and a special emphasis on handcrafted designs, Myntra aims to appeal to a wide range of customers.