Having founded Piece of You in 2017, long-term Dubai resident Amreen Iqbal has built a jewellery brand where creativity and emotional storytelling unite.

Founded on the premise that every individual has a unique story, Piece of You creates personalised pieces that celebrate memories, relationships, and the experiences that characterise us.

In this interview, we speak to Iqbal about the inspiration behind her journey, the challenges she has faced as a female entrepreneur, and the message she wants to leave behind for other women who are willing to create a space of their own.

Can you tell us a little about your background and the journey that led you to start Piece of You?

Jewellery has always been a part of my life -not just as adornment, but as emotion, legacy, and storytelling. Growing up in Dubai and being the daughter of Firoz Merchant, the founder of Pure Gold Group, I was immersed in the world of fine jewellery from a very young age. After completing my BBA at the University of Bath, I returned to Dubai in 2005 and took on various roles at Pure Gold Jewellers, eventually serving as Director of Corporate Communications.

But the idea for Piece of You was born from something far more personal. I had been designing bespoke pieces for friends and family for years, often to mark special milestones. I saw how these pieces brought comfort, joy, and a sense of connection - they were more than jewellery; they were keepsakes of love and memory. I realised there was a growing desire for jewellery that wasn’t just luxurious but deeply meaningful. That’s when Piece of You truly came to life.

What inspired the name Piece of You, and what does it represent to you on a personal level?

The name is all about individuality and emotion. We each carry our own stories, memories, and relationships, and I wanted the brand to reflect that. “Piece of You” is about holding something close that feels like it’s truly yours. On a personal level, it’s about honouring the many roles I play -as a mother, a wife, a daughter, a designer, an entrepreneur, a leader. It’s about embracing all those parts of ourselves and expressing them in a way that feels elegant, timeless, and real. It starts as a piece of you, and becomes a piece of them – forever.

Was there a particular moment or experience that sparked the idea for your brand?

Yes, it wasn’t just one moment - it was a collection of experiences over the years. I had been designing custom pieces for friends and family, and every time I saw their reactions - how their eyes lit up when they received something truly personal - it reaffirmed how powerful jewellery can be. These weren’t just gifts; they held meaning - stories, dates, initials, symbols that mattered deeply. But it was after the birth of our third child, when my husband, Amran Iqbal, really encouraged me to take this passion and turn it into something more. That push gave me the clarity and confidence to build something bigger -something rooted in emotion, memory, and connection. That’s when I realised the true power of jewellery - not just to beautify, but to heal, connect, and memorialise, and that's when Piece of You truly came to life.

How would you describe the ethos of Piece of You in three words?

Personal. Purposeful. Elegant.

We are committed to creating pieces that reflect personal stories with intention and beauty, while maintaining the highest standards of craftsmanship and care. We’re building a legacy, a community - something that goes beyond jewellery and becomes part of people’s lives in a meaningful way.

Your pieces feel deeply personal and emotive — how do you go about capturing someone's essence in jewellery?

It begins with empathy. We take time to understand what the piece means to the client - is it a celebration, a tribute, a promise? We then translate that meaning into design, whether it’s through custom engraving, symbolic shapes, or handwriting elements. My team and I work closely with each client, ensuring that what we create feels like a true extension of them. It’s not just about aesthetics -it’s about emotional resonance.

In what ways do you hope Piece of You creates connection or healing for others?

I believe that when we wear something meaningful, it anchors us emotionally. Whether it's a necklace with your child’s name, a bracelet etched with your wedding date, or a ring designed to honour your loved one, these pieces become tangible reminders of love, strength, and memory. Piece of You is about creating those quiet yet powerful moments of connection. And because giving back is close to my heart, we donate a meal through Feed a Meal with every order, so each purchase contributes to nourishing another soul. That’s a different kind of connection, but equally as important.

Have you had any mentors or guiding figures who helped shape your path?

Definitely. My father, Firoz Merchant, has always been a huge influence. He built a business from the ground up with integrity, generosity, and vision, and those values have shaped who I am. I’m also constantly inspired by the women around me - my mother, my daughters, friends, clients, and my amazing all-women team. They remind me every day of the strength, creativity, and magic women bring to the table.

Are there any exciting collaborations or new directions we can look forward to?

Yes! We’re working on some beautiful collaborations with women-led brands and creatives from across the region, especially in fashion and art, to create limited edition collections that celebrate identity and strength. We’re also investing in technology to make the online experience even more personal, expanding our global shipping, and growing our presence with by-appointment-only showroom visits, product displays at our sister company store locations - we’re currently showcasing at Pure Gold Jewellers at Mall of the Emirates- and participating in exhibitions and events. There’s a lot coming up, and everything ties back to our mission of making heartfelt, bespoke jewellery more accessible to everyone.

What message would you like to leave with women who have a creative idea but are afraid to take the leap?

Start where you are — even if it’s messy, even if it’s small. Don’t wait for the “perfect” moment, because the truth is, it never arrives. Every big journey begins with a single brave decision to try. Surround yourself with people who believe in your vision, and don’t be afraid to ask for help. Most importantly, stay anchored in your why — your passion, your values, your voice. That’s what will sustain you. You don’t have to do it all at once, and you don’t have to do it alone. Just remember, the world needs your unique light — don’t dim it.

Visit pieceofyou.ae