How Amita Roy Is Reframing Jewellery as a Language of Presence, Not a Product

Most jewellery brands ask a familiar question:

What design will sell?

Amita Roy asked a very different one:

How does a woman want to show up?

That single shift in perspective is what gave birth to INHANSS.

The Problem Hidden in Plain Sight

Jewellery, for decades, has been treated as a product.

Design-led.

Trend-led.

Price-led.

But rarely presence-led.

Amita noticed something most brands overlook. Women don’t wear jewellery just to accessorise. They wear it to create a look, to signal confidence, to feel intentional about how they appear in a room.

And yet, the market kept selling pieces — not outcomes.

INHANSS exists to change that narrative.

From buying jewellery to creating LOOKs.

Built for Women Who Are Visually Intentional

INHANSS is designed for women who are deeply aware of how they present themselves — typically 35 years and above.

These women may or may not be working professionals, but they are:

• Socially active

• Visually expressive

• Comfortable experimenting with their appearance

• Intentional about standing out rather than blending in

They don’t want jewellery that follows trends.

They want jewellery that supports their presence.

INHANSS serves them with LOOKs for every and any occasion — jewellery as a styling tool, not just an adornment.

From Online Traction to Real-World Validation

One of Amita’s most defining milestones came when INHANSS moved beyond being a purely online brand.

After fulfilling 5,700+ customer orders online, she made a deliberate decision to step into the physical world — opening INHANSS’s first offline space at the UNHU Startup Emporium in Dehradun.

This wasn’t just about retail.

It was about:

• Real conversations

• Real feedback

• Real product–market validation

Shortly after, INHANSS was onboarded on Blinkit, placing the brand alongside established names and unlocking an entirely new distribution channel.

But the real achievement wasn’t expansion.

It was clarity.

“I am no longer building INHANSS as a jewellery brand alone, but as a looks-first brand.”

That shift now defines every decision going forward.

Building While the Body Fights Back

Behind the brand is a journey of quiet resilience.

In August 2023, Amita was diagnosed with Crohn’s disease, a chronic autoimmune condition. Just months later, in December 2023, she chose to start INHANSS — not as a distraction, but as a declaration.

A decision to be defined by creation, not condition.

Crohn’s doesn’t arrive once and leave. It comes in phases. Days or weeks where energy is limited, while the business demands momentum.

At the same time:

• She started without a co-founder

• Without formal entrepreneurial training

• Without a fixed roadmap

Mistakes were inevitable. Learning was constant.

What anchored her was intentional inner work and mentorship.

She invested deeply in guidance:

• Kshitij & Harvi for business strategy and execution

• Akanksha for mental resilience

This balance helped her build the brand and the founder simultaneously.

INHANSS is not a survivor story.

It is a story of discipline, clarity, and conscious growth.

The Current Challenge: Owning Identity in a Copy-Driven Category

Jewellery has a unique problem.

Designs are easy to copy.

Logos are rarely visible once worn.

Brand recall disappears the moment the piece leaves the store.

Amita’s current focus is preventing INHANSS from becoming just another interchangeable jewellery label.

Her goal is bold:

To build a brand recognised by visual language and styling philosophy, not just design.

So that an INHANSS piece is identifiable — even without a logo.

This requires patience.Consistency.

And saying no to rapid scale in favour of deep brand memory.

It’s a challenge she is consciously prioritising.

Why INHANSS Matters

INHANSS is not trying to sell more jewellery.

It is trying to change how women think about jewellery.

From ornament to expression.

From product to presence.

From trend to intention.

Amita Roy’s journey reminds us that the strongest brands are not built by following markets — but by redefining them.

Founder: Amita Roy

Company: INHANSS Ventures Private Limited

City: Noida

Email: amita@inhanss.com

If you’re a startup founder or brand builder creating something meaningful and want your story to be featured in our Founder Spotlight, write to us at team@unhu.in

~Editor

Kshitij Doval