About DanAmara

Luxury Jewellery Made to Hold Meaning

DanAmara is a British jewellery house creating luxurious modern heirlooms with natural gemstones, precious metals, and distinctive in house design.

Founded by Elena and Dani, DanAmara was born from a love of statement jewellery, rare stones, and pieces that feel as powerful as they look. Each design begins in house, where old world influences, rich textures, and exceptional gemstones come together to create jewellery with presence, beauty, and meaning.

Our collections are then brought to life by highly skilled artisans in Jaipur, Rajasthan, a place renowned for its rich jewellery heritage and generations of craftsmanship. It is here that ancient artistry meets contemporary design, transforming our visions into beautifully handcrafted pieces made to be treasured for years to come.

DanAmara has grown from London markets and pop ups into a recognised luxury jewellery brand, proudly stocked in Morleys Stores and Pearsons, and featured in British Vogue.

At the heart of DanAmara is a deep reverence for the Earth and the natural treasures it gives us. For every sale, we plant a tree, and gift our customers a tree to plant wherever they wish. It is our way of giving something back to Mother Earth, whose beauty, abundance, and gemstones inspire everything we create.

We design jewellery for women who want to feel elegant, powerful, and entirely themselves. Pieces to wear with presence, to treasure for a lifetime, and to pass on with meaning.

Modern Heirlooms with Meaning

Our Mission

At Alchemy For The Soul, we are passionately connected to Tree-Nation’s mission to restore our world’s forests. Our commitment to this cause comes from our deep love for nature and our desire to make a meaningful difference. By partnering with Tree-Nation, we are able to take concrete steps toward replenishing the forests that are vital to the health of our planet.


Each tree planted through our partnership represents a small but significant victory—helping to restore ecosystems and preserve the incredible diversity of life that thrives in these forests. We recognize the importance of these habitats, as 85% of the world’s species rely on them for survival, and we are dedicated to protecting them for future generations.


When you choose to support us, you’re not just making a purchase—you’re joining us in this vital mission. With every sale, a tree is planted, and together we’re creating a more vibrant and flourishing world. Thank you for being part of something truly beautiful and for helping us nurture a greener future for all.


https://tree-nation.com/profile/alchemy-for-the-soul