Jewellery with a soul, from Piece of You

Jewellery is more than just an accessory — it’s a story, a statement, a sentiment frozen in gold and gemstones. And for Amreen Iqbal, Founder & Creative Director of Piece of You, it’s a deeply personal expression of identity. “Jewellery has always been about more than just looking pretty — it’s about capturing personal moments, memories, and emotions,” she says. That belief is the foundation of her brand, which has quickly carved a niche in the UAE’s jewellery scene with its blend of understated elegance and personal meaning.

Iqbal’s journey into jewellery design wasn’t just about aesthetics; it was about storytelling. “Growing up, I always saw how jewellery can tell someone’s story, so starting Piece of You felt like a natural way to bring my love for craftsmanship and personal meaning together.”

Whether drawing inspiration from her culture, the beauty of nature, or the emotions she experiences, every design she creates is a reflection of something real and meaningful.

“I want each piece to feel like it’s part of the person wearing it, something meaningful that reflects who they are.”

At the heart of Piece of You is a commitment to creating jewellery that’s not just beautiful, but also deeply personal. “What makes us different is the way we focus on design that’s both simple and intricate at the same time,” Iqbal explains. The brand is all about high-quality craftsmanship, ensuring that each piece is made with precision and care.

“We want people to feel like their jewellery is an extension of themselves — something unique, powerful, and reflective of their own story.”

So, who is the Piece of You woman? She’s someone who values meaning and quality over fleeting trends.

“Our ideal customer wants something that goes beyond fashion — a piece that’s personal, something that makes them feel confident, elegant, and truly themselves,” Iqbal shares. Whether it’s a delicate everyday piece or a statement for a special occasion, her goal is to make jewellery that feels like an emotional connection rather than just an accessory. “When someone wears our jewellery, I want them to feel connected to it, like it’s an extension of their personality or a reminder of something important to them.”

This deep sense of purpose extends beyond just design. Piece of You operates on principles of authenticity, quality, and craftsmanship. “We believe in designing jewellery that’s intentional, thoughtful, and made with care,” Iqbal emphasises. But it’s not just about beauty — it’s about impact. The brand has partnered with One Order, One Meal, an initiative that provides meals to those in need. “Giving back has been a guiding principle for the brand since launch. I want our customers to feel proud of wearing something beautiful and timeless, knowing there’s a purpose behind it.”

As for the future, Iqbal sees Piece of You expanding both locally and internationally. “Here in the UAE, we’ll continue to build a strong presence and get to know our customers even better. Internationally, I hope to see our brand expanding online and into new markets where people connect with what we stand for.” With new collections, collaborations, and personalised pieces in the works, she’s determined to keep evolving while staying true to the essence of her brand.

One of the key drivers of this evolution? Customer feedback. “Customer feedback means everything to us! It’s how we know what’s working, what people love, and where we can improve,” she says. Iqbal makes it a priority to listen to her audience, taking their input to heart — whether it’s about custom pieces, new designs, or ideas for future collections. “Moving forward, I plan to stay connected with our community — through social media, behind-the-scenes content, and maybe even events where we can hear directly from our customers.”