Archive · 22 Jul 2026
Chandigarh Homemakers Build Jewellery Business from Paris Chat
Two friends from Chandigarh, Ishita and Neha, started a jewellery business called Amalfa after a chat in Paris.
They wanted to create stylish, affordable jewellery that women could wear every day.
They faced challenges like finding good vendors and changing their brand name, but they grew their business by focusing on customer trust and using technology.
Today, they receive over 200 orders a day and help women feel confident with their jewellery.
Two Chandigarh homemakers, Ishita Ajmani and Neha Sethi Walia, founded Amalfa, an everyday jewellery brand.
The idea was born during a trip to Paris when Ishita admired Neha's earrings and they discussed the need for affordable, durable jewellery.
Amalfa focuses on providing luxurious, affordable jewellery for everyday wear, aiming to bridge the gap between fine and cheap jewellery.
The founders used technology, such as AI-powered creative systems, to drive growth and improve customer trust.
Despite challenges like finding reliable vendors and changing their brand name, Amalfa now receives over 200 orders a day.
- Who
- Ishita Ajmani and Neha Sethi Walia
- What
- Founded Amalfa, an everyday jewellery brand
- When
- Started during a trip to Paris
- Where
- Chandigarh, India
- Why
- To provide affordable, durable, and luxurious everyday jewellery for women
Entrepreneurial Success
Startup Challenges
Business Growth
Entrepreneurial Success
The founders focused on building a strong operating system, investing in customer retention, and using AI for marketing and design.
Startup Challenges
They faced challenges like finding reliable vendors, managing inventory, and building the right team.
Brand Identity
Entrepreneurial Success
The brand is built around the idea of the alpha woman, empowering women to feel confident in their everyday lives.
Startup Challenges
They had to change their original brand name due to trademark issues, which was a significant setback.
- Founders
- Ishita Ajmani and Neha Sethi Walia
- Brand Name
- Amalfa
- Daily Orders
- Over 200
- Marketing Channel
- Meta
- Customer Support Policy
- No questions asked
- Delivery Success Rate
- Nearly 85%
- Startup Location
- Chandigarh