Contemporary fine jewellery brand Untame has entered the Indian retail market with a portfolio of more than 1,000 diamond jewellery designs, targeting consumers seeking pieces that can be worn beyond weddings and special occasions.
Spearheaded by Simoni and Sayam Shah, who bring five decades of combined jewellery industry experience, the brand is positioning its collections around individuality and personal expression. Its product range includes necklaces, chains, earrings, signet jewellery and tennis bracelets, with several designs intended for layering and everyday styling.
Untame’s portfolio includes the Heir collection, which focuses on distinctive everyday designs, and the Hip Hop range, featuring more unconventional jewellery aesthetics. The brand also offers bespoke jewellery, with custom orders requiring approximately four to six weeks for completion. Ready-to-ship options are available alongside customized pieces.
On the manufacturing front, Untame combines traditional jewellery-making skills with contemporary processes, including 3D printing, laser work, stamping and channel-setting, complemented by hand-finishing.
For the festive season, the brand has introduced a Diwali collection inspired by the four suits of playing cards—Hearts, Diamonds, Clubs and Spades.
Untame is currently retailing through its official direct-to-consumer website. Its entry reflects a focus on expanding the use of diamond jewellery into everyday dressing, supported by versatile designs and customization options.