UAE based fine jewellery brand Piece of You, founded by Emirati entrepreneur Amreen Iqbal, has recorded a 30% increase in sales following the launch of its new collection, Liquid Gold — a bold reimagining of 18kt gold through fluid forms, sculptural silhouettes and effortless everyday styling.
Inspired by the movement of molten gold, the collection moves away from traditional structured jewellery, embracing organic shapes that appear to melt, flow and curve across the body. From statement earrings and fluid necklaces to distinctive hand jewellery, each design is created to catch the light and move naturally with the wearer.
The strong sales performance reflects a broader shift in customer appetite towards fine jewellery that offers both versatility and individuality. While designed to make a statement, Liquid Gold remains inherently adaptable — layered for a more expressive daytime look or styled as a standout piece for the evening. Its fluid designs also invite personal interpretation, with customers finding their own ways to style and wear the pieces, a factor the brand credits as central to the collection’s momentum.
“Liquid Gold was a creative departure for us. I wanted to explore what happens when you take something as precious and timeless as gold and make it feel playful, fluid and almost alive,” says Amreen Iqbal, Founder of Piece of You. “The response has been incredibly exciting, particularly seeing customers make the pieces their own and style them in ways we hadn’toriginally imagined. Seeing that translate into a 30% increase in sales has been a huge validation of the direction we took with this collection.”
Since its launch, Liquid Gold has emerged as one of Piece of You’s strongest-performing collections to date, quickly developing a distinctive identity within the brand and resonating with customers drawn to fine jewellery that feels contemporary, expressive and personal.
Liquid Gold is available now through Piece of You’s boutiques and online store.
Explore the collection on www.pieceofyou.ae or follow @PieceOfYou.ae on social media
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