About us

Let me introduce myself, I am Esther Tromp, managing director of I AM JAI jewellery. A couple of years ago I started my own jewellery business called Joes Company. It took some personal incidents to travel to India. I was there to find some peace of mind, which I did, but on top of that, I was also encountering some great business opportunities and that’s how the adventure started…

I started travelling back and forth to India and I fell in love with the people there. Their mind sets, their culture, their joyous and spiritual way of living. Then I met Tinu, my good friend and manager of daily work in Jaipur, the jewellery capital of India. We both share this mutual dream of building a business through supporting local crafts people. By providing them with work we hope to make a small – but worthwhile – difference. We take good care of our people and try to produce our jewellery with as much respect for our nature as we possibly can. For us, this is not some marketing tool, it is just our normal way of thinking.

Working with our Jaipur team is sometimes quite an experience. The cultural differences can be a real challenge, but with a lot of persistence and a mutual respect that is always there, we overcome our different views. Together with our team we try to create the finest silver jewellery, gold-plated and handmade with semi-precious stones. By creating in Amsterdam, and crafting in Jaipur, we hope to combine the best of both worlds. Since last year we started our own factory where we are able to train our own people. We will keep you updated on that in our blog.

In 2010 we decided to go global. Launching a new name and website was our first step towards that goal. As you have probably read, JAI stands for victory and that’s how it feels already by giving birth to our new brand. Follow us to see for yourself how we have started building our dream.

Esther Tromp – Managing Director I AM JAI