Meet the Girls Behind Amoura: Haley Atallah & Khushi Vyas
The ONFEMME Girl
There’s something special about discovering a brand and then discovering the women behind it.
Working at ONFEMME, we’re constantly surrounded by fashion, new designers, emerging brands and the girls who are shaping what everyone will want next. But Amoura Jewelers caught our attention for more than just the jewelry. We wanted to know the story behind it.
Founded in Miami by Haley Atallah and Khushi Vyas, Amoura is a female-founded jewelry brand inspired by their cultures, personal style, and the backgrounds of the two women who created it.
And that is exactly the kind of story we love for Femmefluence.
It Started on a Walk to Class
In the background story they shared with us, Haley and Khushi trace Amoura’s beginnings to a walk to class at the University of Miami. They were sophomores preparing for a presentation when a conversation about jewelry, culture, and the kind of brand they felt was missing became an idea they couldn’t stop thinking about.
What caught my attention was how ordinary that moment was. A walk to class, a presentation to prepare for, and suddenly a conversation about something they wanted to create together.
Amoura’s rings, hand chains and colorful bangles are designed to be mixed, layered and made personal. via @amourajewelers
Two Girls. Multiple Cultures. One Brand.
Haley and Khushi bring their individual backgrounds into Amoura in a way that makes the brand feel personal. Haley is Chinese Egyptian, and Khushi is Indian, giving them a mix of cultural references that feels different from the typical jewelry brand. For both founders, the inspiration is personal: jewelry passed from their grandmothers to their mothers, carrying family memories and traditions with it.
For Haley, the starting point was a feeling that the jewelry market offered plenty of options but too little personal meaning. She wanted the love and care behind a piece to matter as much as its appearance. That helps explain why family jewelry became such an important reference for Amoura.
Khushi’s connection is especially tangible. On the brand’s website, she describes wearing a guru ring that her mother wore for years. Her dadi’s bangles hold another kind of closeness, reminding her of her grandmother’s warmth. Jewelry was important enough to her that she even wrote about it in her college essay.
Those details make the idea of a modern heirloom feel less abstract. A ring can be part of your everyday style and still carry a relationship with it. For Khushi, blending Indian tradition with modern elegance is a way to bring that connection into the pieces she designs.
Their travels became another source of inspiration. In their account of building Amoura, they describe noticing symbols, colors, traditions, and small gestures of love, then bringing those influences into their designs.
Amoura’s jewelry feels delicate and feminine, with pieces you can imagine layering into your everyday look. But knowing the story behind it adds something more. The founders describe their pieces as modern heirlooms, jewelry they hope will become part of someone else’s family story.
From an ONFEMME girl’s perspective, that immediately made sense to me. Our customer doesn’t necessarily want to walk into a room wearing exactly what everyone else is wearing. She wants someone to ask her, “Wait, where did you get that?”
Amoura has that energy.
Modern heirlooms styled for everyday wear, with personal meaning behind every layer. via @amourajewelers
More Than a Pretty Instagram
One of the things I’ve learned working at ONFEMME is that building a brand looks glamorous from the outside. You see the Instagram posts, the launches, the events and the finished product.
For Haley and Khushi, the work started with sketches, a few materials, and a pair of pliers. Neither had formal design experience. Between classes, they taught themselves the process and began turning their ideas into jewelry. That detail makes their story feel much closer to home. They were students learning how to make the thing they had imagined, while still having classes to get to.
That’s what makes Haley and Khushi interesting to us. They’re part of this new generation of female founders who aren’t waiting for someone else to give them a chance or a seat in the fashion industry. They’re creating their own brands, building their own communities and figuring it out as they go.
What I like about their beginning is that they didn’t already know how to do everything. They had a shared idea and started learning what it would take to make it real. There’s something encouraging about that if you’ve ever talked yourself out of trying something because you didn’t feel qualified yet.
Amoura’s layered jewelry transitions effortlessly from everyday styling to an evening out. via @amourajewelers
Why They’re Femmefluence
At ONFEMME, we have always believed influence is bigger than follower count.
Femmefluence is about women who make you want to create something, try something, take a risk, or look at an industry differently. Haley Atallah and Khushi Vyas are doing exactly that. They took their family histories, their personal style, their cultures, their friendship, and a conversation on the way to class and turned them into Amoura. The idea was personal from the beginning, and that’s what makes me want to know more about the women behind it.
As a girl working at ONFEMME, those are the stories I want to tell more of. Because sometimes the most interesting thing about a brand isn’t what’s in the box. It’s the girls who had the idea to create it in the first place.
If you want to see what they’re building, explore Amoura Jewelers at amourajewelers.com or or follow them on Instagram at @amourajewelers and TikTok at @amourajewelers.