Contemporary fine jewellery brand UNTAME has officially launched in India, debuting a portfolio of over 1,000 diamond designs tailored for daily wear. Led by founders Simoni and Sayam Shah and backed by five decades of industry heritage, the brand seeks to shift fine jewellery from special-occasion vaults into everyday wardrobes.

UNTAME’s catalogue blends traditional hand-finishing with modern manufacturing techniques such as 3D printing, laser work, stamping, and channel-setting. The product lineup emphasizes stackable, minimalist essentials—including delicate necklaces, chains, signets, tennis bracelets, and understated earrings—alongside bold statement pieces. In addition to ready-to-ship inventory, UNTAME offers bespoke customization with a four-to-six-week turnaround.

​To capture diverse consumer aesthetics, the debut features distinct sub-collections:

​HEIR: Distinctive, character-driven pieces designed to elevate daily outfits.

​Hip Hop: Bold, unconventional styles with a contemporary edge.

​Diwali Collection: A playful festive range inspired by the four suits of a card deck—Hearts, Diamonds, Clubs, and Spades.

​By prioritizing versatility and accessible luxury, UNTAME positions itself at the forefront of modern Indian jewellery consumption, catering to buyers seeking self-expression and effortless styling across all settings.