We're George and Rudy, and we started AMORA because we kept getting the same thing wrong.
Buying jewellery for the women in our lives. The people who've always been there for us.
The question we could never answer
Every birthday, every Christmas, every "just because", the same worry came back: would it actually fit?
A bracelet that pinched at the wrist. A ring that wouldn't pass the knuckle. An anklet that sat too tight to be comfortable. Then came the swap, the return, the guessing at sizes, and the moment we'd planned quietly slipped away.
And when something did fit, it often didn't last. Pieces that tarnished within weeks or left a mark on the skin ended up in a drawer instead of being worn.
We aren't jewellers by background. We just wanted to get it right for the people we love, and we couldn't find jewellery that made that easy.
So we built AMORA around one idea
Jewellery that fits, without the guesswork.
Adjustable wherever possible. Comfortable enough to wear every day. Chosen so that when someone opens an AMORA box, all they feel is loved, not "I hope this fits."
You don't change for the jewellery. It changes for you.
We call it Love that fits, and it shapes every piece we choose. It means three things:
- Fits your body. Adjustable wherever possible, made for every size. Our Ankle Chain comes with a 10cm extender, and our Chapters rings adjust to fit.
- Fits your life. Designed to be worn day in, day out. To the shops, on holiday, at the table with the people you love.
- Fits your heart. Pieces with meaning, made for giving. For the women who made us, and for you.
From an AMORA customer
"I've thrown away three cheap anklets in the last year — green skin, snapped chains, lost stones. This one has been on my ankle through showers, the sea in Cornwall, the gym, and a holiday in Greece. Not a mark, not a scratch."
The piece that says it best
If there's one piece that sums up AMORA, it's our Ankle Chain.
Most anklets come in one length, and if your ankles are fuller, or swell in the heat or after a long day, that length rarely works. Ours has a 10cm extender and goes up to 30cm in total, so it sits comfortably on real ankles, on good days and bad.
It's stainless steel, waterproof and tarnish-resistant, so you can wear it in the shower, at the beach and to bed. It comes in gold, silver and rose gold.
And for Early Black Friday, it's buy one, get one free: £36.99 for two. Buying for a few people this year? You can also get 4 for £44.99.
Keep one and give the other to whoever came to mind as you read this. Your mum, your sister, your best friend. Or keep both. Every order also comes with a free 14K gold-plated Verona bracelet, worth £30.99, at no extra cost.
More from our community
"I have wider ankles and I always worry about chains being too tight. The adjustable length is genuinely generous — sits beautifully without digging in. I never thought I'd find an anklet that just works."
"I bought this for a holiday and assumed I'd save it for special days. Six weeks later I haven't taken it off — including sleeping. Showers, swimming, the school run, walking the dog in the rain."
Why we're telling you this
Because we think a lot of people know that feeling: holding something beautiful and wondering whether it'll fit.
We built AMORA so you don't have to wonder. For the women who made us, and for you.
That's what Love that fits means to us.
George & Rudy
Founders, AMORA