My Story

Hi, I’m Kerli — the founder of Amari Store.

I’m originally from Estonia, but Sweden has been my home for almost 10 years now. Ever since I started travelling, I’ve loved handmade jewellery, especially anklets and necklaces. Whenever I travelled, I would always bring home a new piece of jewellery as a special memory from each place. But over time, I noticed that many pieces were mass-produced and didn’t last very long.

My journey into creating jewellery started before a trip to Italy with my sister. We wanted matching anklets, but everything we found was either too expensive or not the quality we were looking for. Since I’ve always enjoyed being creative and working with my hands, I started researching jewellery-making myself. I wanted to create beautiful, long-lasting pieces at a more affordable price.

Once I found the right tools and learned different techniques and knots, everything slowly started coming together. I began making jewellery for my family, and when my mom and sister truly loved the first pieces I created, I realised this was something I wanted to continue and grow.

That moment inspired me to build a brand focused on affordable handmade jewellery made with care and designed to last. From there, I started learning how to create a website and turn my passion into a business.

Finding the perfect name took time. I spent many late nights brainstorming because I wanted the name to feel meaningful and special — like your first baby, something you want to be perfect. Then one day, I remembered a name I had once written down after reading it in a book, and that’s how Amari Store was born.

Thank you for being here and supporting my journey. I hope every piece from Amari Store brings you the same joy and meaning that creating them brings to me.