Built on over 50 years of jewellery expertise, the contemporary fine jewellery label brings together thoughtful design, craftsmanship and individual expression across 1,000+ designs. Who says diamonds need a dress code, a wedding invitation or a special occasion? From morning coffee runs to Pilates classes and last-minute dinner plans, fine jewellery is finding its way …
Built on over 50 years of jewellery expertise, the contemporary fine jewellery label brings together thoughtful design, craftsmanship and individual expression across 1,000+ designs.
Who says diamonds need a dress code, a wedding invitation or a special occasion? From morning coffee runs to Pilates classes and last-minute dinner plans, fine jewellery is finding its way into everyday wardrobes, moving beyond traditional celebrations to become an expression of personal style.
Recently launched, UNTAME is a contemporary fine jewellery label that embraces this shift with dainty, versatile pieces designed for everyday wear. From delicate necklaces and understated earrings to minimal designs that can be layered effortlessly, the collection makes diamonds an easy addition to everyday outfits, whether it’s oversized shirts, casual denim or relaxed co-ords.
Built on over five decades of jewellery expertise and led by Simoni and Sayam Shah, UNTAME brings together a legacy of craftsmanship, an understanding of materials and a contemporary approach to design. The brand combines traditional jewellery-making knowledge with modern technology and techniques, including 3D printing, laser work, stamping and channel-setting, alongside hand-finishing.
With over 1,000 designs, UNTAME brings together understated everyday essentials and statement-making pieces, allowing jewellery to become an extension of individual style. From chains, signets and tennis bracelets to necklaces designed to be stacked, layered and mixed, the brand’s design-led approach combines contemporary aesthetics with craftsmanship, creating pieces that balance versatility with self-expression. For those looking for something more personal, UNTAME also offers custom jewellery, with a turnaround time of four to six weeks, alongside ready-to-ship designs.
The brand’s design universe extends across distinct expressions of personal style. The HEIR collection offers distinctive designs that add character to everyday dressing, while the Hip Hop collection brings together quirky, bold and contemporary pieces that feel unexpected yet easy to make your own. For the festive season, UNTAME’s Diwali collection draws inspiration from the four suits of a deck of cards – Hearts, Diamonds, Clubs and Spades – bringing a playful perspective to festive jewellery.
At the heart of UNTAME is the belief that jewellery should be lived in rather than saved for a special occasion. As the founder puts it:
“I didn’t want to build jewellery that simply waited for the right occasion.
I wanted to create pieces that became part of everyday life.”
As the boundaries between occasion wear and everyday dressing continue to blur, diamonds are becoming less about marking milestones and more about celebrating personal style. UNTAME brings this philosophy to life through jewellery that is designed to be worn, layered, styled and made personal.
Because diamonds don’t need a special occasion. Sometimes, they just need a Thursday.
UNTAME is luxury without the occasion.
Join the Club
Like this story? You’ll love our monthly newsletter.
BO Correspondent
Boldoutline magazine is one of India’s most promising luxury lifestyle magazine. With a splash of choiciest articles, fun read, snappy views garnished with stunning photo spreads, the magazine is every reader’s delight wrapped in one. A monthly sanctuary of everything luxurious, Boldoutline is a haven for lovers of travel, style, beauty, culture, auto and literature.
