Amama Unveils a New Immersive Experience Centre in Kala Ghoda, Mumbai

An immersive experience centre celebrating craftsmanship, nostalgia and the spirit of Mumbai’s iconic cultural district 

New Delhi, 2026: : Amama continues its retail expansion with the opening of its newest store in Kala Ghoda, Mumbai. Marking the brand’s second store in the city, the new space is envisioned as an experience centre where customers can step into the world of Amama and discover its jewellery, stories and craftsmanship beyond the conventional retail experience. 

Kala Ghoda had long been on Amama’s radar as a potential location, with the neighbourhood’s unique blend of heritage, art, culture and vibrant high-street shopping closely mirroring the spirit of the brand. The store is designed to feel connected to its surroundings, while offering customers an immersive experience that goes beyond conventional retail.

The vision for the interiors was to create a space that feels vintage, familiar and a little nostalgic. Rather than following a conventional retail format, the experience centre takes an almost museum-like approach, with every element thoughtfully designed to invite curiosity and encourage visitors to look a little closer. 

Craftsmanship and a love for the handmade are reflected throughout the space, from the hand-painted façade and custom tiles created from Amama’s own motifs, which offer a new way to tell the brand’s story through architecture, to the playful, bespoke interiors inspired by human anatomy. A door handle shaped like a real ear, display props featuring hands and ears, and vintage books woven into the displays add character, familiarity and nostalgia, transforming functional elements into artistic expressions of Amama’s jewellery-led identity. 

At the heart of the experience centre is a deeply personal tribute to Founder Nikita Gupta’s grandmother, her Amma, whose treasured heirlooms and memories inspired the foundation of Amama. A dedicated corner features her photograph etched onto a silver plate, her bejewelled khadau slippers and other meaningful objects that bring her memory into the space. The details serve as a reminder of the emotional connection and sense of heritage at the heart of the brand. 

The store’s design draws from the artistic and experiential character of Kala Ghoda itself, creating a space that feels both rooted in its surroundings and distinctly Amama. From the heritage-led details to the unconventional displays, every element has been thoughtfully considered to encourage visitors to slow down, explore and discover the stories hidden within the space.

Nikita Gupta, Founder & Creative Director of Amama, said,

"Kala Ghoda was always a neighbourhood we wanted to be a part of. There is something incredibly special about the way it brings together art, heritage, culture and people, and that felt very aligned with Amama. For this store, we wanted to create more than just a retail space. We wanted it to feel like stepping into the world of Amama, with little details that spark nostalgia, curiosity and discovery. At the heart of the store is my Daadi and the memories and heirlooms that have shaped the brand. I hope customers come in, take their time, discover the details and leave feeling a little more connected to the story behind Amama."

The Kala Ghoda flagship brings together Amama’s latest collections alongside its signature classics, offering customers the opportunity to explore the complete Amama universe. The store will feature the brand’s first-ever festive Polki collection, bags, iconic Saharas, Earcrawlers and other bestselling pieces.

As Amama continues to understand its growing customer base in Mumbai, the new store will also serve as a space to explore evolving preferences and create offerings that feel increasingly relevant to the city. The brand sees the Kala Ghoda opening as an important milestone in its larger retail journey, strengthening its physical presence while bringing its digital-first world closer to customers.

With new collections, seasonal drops and limited-edition launches in the pipeline, Amama’s expansion continues to reflect its evolution into a more immersive, lifestyle-led brand where jewellery, craftsmanship, memory and self-expression come together.