THE AMOLIH MANIFESTO · ROUND 01
Decode a brand.
Diagnose its future.
Define its next chapter.
AMOLIH launched on May 3rd, 2026 — a Jaipur-rooted fine jewellery brand built on transparent pricing and personalisation. We're inviting India's sharpest design and business minds to study us, propose what comes next, and earn a seat at the table as we scale.
01 · THE BRIEF
What we're asking you to crack.
Decode AMOLIH's cultural opportunity in India. Who is the buyer that Mejuri, CaratLane, and BlueStone aren't serving — and what should our launch wedge be?
AMOLIH launched on May 3rd, 2026 — a Jaipur-rooted fine jewellery brand built on transparent pricing and personalisation. We have a real product, a real positioning, and our first chapter live. We want your sharpest reading of where we should go next.
This isn't a creative-content exercise. It's a strategy challenge. We want to see how you think — about audience, culture, category, and the edge AMOLIH can own.
02 · THE DELIVERABLE
Three parts. One submission.
Submitted as a single package via the AMOLIH submission portal. Late entries are not reviewed.
01
Strategy Memo
1,500 words max · PDF
Positioning thesis. Buyer hypothesis. Cultural opportunity. Launch wedge. Show us how you think — not how many words you can write.
02
Consumer Evidence
3 short interviews · 1 page synthesis
Real conversations with potential buyers aged 25–40 about how they shop for fine jewellery online. Synthesise into three insights that your strategy memo builds on.
03
One Executional Artifact
Built only from supplied AMOLIH assets
Either a single hero campaign visual or a 30-second moodfilm. No outside imagery. Show us your taste in execution, not your stock-library skills.
All three parts are required for a submission to be reviewed.
03 · HOW WE JUDGE
Engagement weighting: zero.
Six criteria. Submissions are scored only on quality of thinking and craft. Likes, votes, and comments do not count.
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Strategic depth of memo
30%
Clarity of buyer hypothesis. Sharpness of positioning. Originality of cultural read.
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Quality of consumer research
25%
Real interviews, not paraphrased assumptions. Insight extraction beyond surface answers.
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Brand fit & taste
20%
Adherence to AMOLIH visual system. Editorial sensibility. Restraint over flashiness.
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Executional craft
15%
Hero asset or moodfilm — composition, typography, sense of finish.
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Hire-ability signal
10%
Writing voice. Operational instinct visible in submission. Could this person work with us?
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Social engagement
0%
Deliberately excluded. Engagement is a vanity metric for a luxury brand at launch.
04 · TIMELINE
Three weeks, end to end.
Compressed campaign window. Quality of submissions is what matters — quantity of time you spend is up to you.
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May 09 — Launch
Submissions Open
Brief goes live. Asset pack downloadable. Registration opens.
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May 22 — 23:59 IST
Submissions Close
Hard deadline. Late entries are not reviewed.
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May 26 — 28
Finalist Showcase
Top finalists featured on AMOLIH's Instagram. Shortlist contacted directly.
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May 30
Manifesto Issue + Winner
Casebook PDF released. Winner announced. Hire conversation begins.
05 · THE EDITORIAL PANEL
Three founders. One conversation.
Submissions are read, debated, and scored by the AMOLIH founding team. No external bias. No engagement boosters.
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Sahil
Founder
Builds AMOLIH end-to-end. Led the move from traditional retail logic to a digital-first, transparent fine jewellery model rooted in Jaipur craftsmanship.
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Ishita
Co-founder · Design
Owns the AMOLIH visual system — packaging, brand identity, and the craft documentation that anchors how we show up.
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Anaya
Co-founder · Operations
Runs the operational backbone — fulfilment, customer experience, and the systems behind AMOLIH's promise of personalisation.
Ready to begin?
Register, download the asset pack, and start your submission.