AUM when chanted long, ends in ’Amatra’ - connoting the soundless form of OM. Sat-chit-ananda Svarupa in other words. Existence - Consciousness - Bliss - describes the essence of Amaatra.
Amaatra stepped into conscious being in the summer of 2009 as a curated tribal jewellery platform.
The brand name itself symbolises the ethos of the collection - temporal & eternal. Analogically, there is a name and a temporal form for the river, but there is no such name and form of the river in the ocean, as all rivers become one in the ocean for eternity. Likewise, our jewellery is fluid in form which adapts itself effortlessly to the identity of the wearer. You feel complete and even more beautiful outside and within, in eternity.
When a woman of today adorns these timeless tribal adornments, we are in our own way, saluting the resilience of Afghani women in the rural regions, keep the traditional craftsmanship going, making their identity known across and promoting woman empowerment.
The spirit in you is in sync with the spirit of our jewellery, be it an amulet, necklace, jhumkas, bangles, rings, bracelets, anklets or headwear. Each piece is lovingly handpicked and procured to reach you from the war-torn regions of Afghanistan, the land of Pashtuns, Hazaras and Turkmans.
This jewellery transcends culture, history, time and distance. Pure and simple.
