Why a Simple Gift Between Two Danish Friends Sparked Amaré’s Global Story

Some brands create jewellery .Others create meaning.

Amaré sits firmly in the second group — a brand built not on trends, but on intention. What started as a handmade crystal necklace exchanged between two lifelong friends has grown into a global reminder that connection, courage and self-love are worth carrying with you every day.

Founded in Denmark by friends Amy and Tina, Amaré began with a simple idea: jewellery should hold more than shine. It should hold meaning. It should tell a story. It should support women through life’s real moments — big, small, beautiful and messy.

Their pieces are handcrafted in small batches, using natural, untreated crystals and pearls sourced with intention. Each necklace is designed to act as a companion — a quiet reminder of strength, clarity or grounding, depending on the crystal’s natural energy.

This isn’t fast-fashion jewellery. It’s thoughtful design wrapped in personal symbolism.

Why Amaré Stands Out

In a crowded jewellery market, Amaré’s approach is refreshingly human. A few things set them apart:

1. Meaning first, aesthetics second

Every piece is created with purpose — courage, focus, protection, calm. It’s jewellery that functions as a daily affirmation rather than a simple accessory.

2. Slow made, small batch

Each item is crafted by hand, one batch at a time. Nothing mass-produced. Nothing rushed.

3. Natural materials only

They work with genuine crystals and freshwater pearls, embracing the imperfections and individuality that come with real, untreated materials.

4. A business rooted in friendship and connection

Amaré’s entire story begins with two friends exchanging handmade gifts across continents — a reminder that purpose can start small and still grow into something global.

For anyone exploring what values-led design can look like, Amaré is a brilliant example of how emotional connection can be a brand’s strongest asset.

If you want to explore their collection, you can find it at Amaré.

Why This Matters for Good Business

Purpose-led business isn’t only about large-scale initiatives. It can be as simple as:

• crafting with intention

• choosing natural materials over synthetics

• telling authentic stories

• building products that help people feel grounded in everyday life

If your business wants to explore more ways to embed meaningful impact, our Good Business Hub outlines 30+ practical, actionable ideas:👉 Good Business

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If you are or know a purpose-led business creating intentional, human-centred products, we would love to feature it.

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