"Your heritage isn’t something you need to overcome—it’s often your greatest advantage."
5 min read
It’s Deeper Than Skin ®
It’s Deeper Than Skin ® is a compilation of interviews featuring diverse multicultural individuals each carrying unique aspirations and desires yet bound by a common passion to create a more joyful, diverse and inclusive space for us all. They inspire, empower and help transform the way we think and feel about beauty, culture, ancient traditions, diversity, mental health, societal standards and more. Through these multifaceted lenses, we learn to celebrate our uniqueness and are reminded once again that our beauty is deeper than skin.
Meet Jackie Bansal Nandhra, founder of Amrika (@amrikalondon), championing South Asian designers and bringing their craftsmanship to the global luxury stage. In this conversation for South Asian Heritage Month, Jackie has spent years shaping brands to building a platform that celebrates South Asian artistry as a permanent fixture in luxury. Dive into her story and discover how heritage and craftsmanship can coexist beautifully.
Hi Jackie, it’s so lovely to chat with you! To start, tell us a little bit about yourself. We’d love to know more about your background, what inspires you and what a typical day looks like for you.
Thank you—it’s such a pleasure to be part of Sachi Papers.
Life is wonderfully full. I’m the founder of Amrika and a mum of two, so no two days are ever quite the same. I thrive on routine, though, because it gives me the structure to be flexible when the unexpected inevitably happens.
My day starts around 6am with a quiet moment of gratitude before the morning school rush. Once the children are off, I’ll usually fit in a short workout in my home gym before sitting down to the exact same breakfast I’ve had for years—I’m definitely a creature of habit.
I try to schedule meetings and calls in the morning, leaving the afternoons for creative thinking, strategy and following through on ideas. Many days take me into London for events or meetings, which is one of my favourite parts of building Amrika—connecting with inspiring people and discovering new opportunities.
Evenings are mainly reserved for family. Homework, dinner, bedtime stories and cuddles all come before work. Once the children are asleep, I love unwinding with a sauna a few times a week. At the moment, I’m completely obsessed with Dutton Ranch (having already completed Yellowstone)—and I’d be lying if I said I haven’t channelled a little Beth Dutton whenever a negotiation calls for it.
You founded Amrika London with a mission to champion South Asian designers and bring them to a wider audience. Looking back, what was the gap you felt was missing when you first started the business?
Luxury fashion has always fascinated me. I studied Fashion Journalism before building my career with houses including Yves Saint Laurent, Christian Louboutin and Alexander McQueen. During that time, I became increasingly aware of just how much Indian craftsmanship and South Asian artistry quietly underpin the global luxury industry, yet how little recognition the creators themselves receive. Amrika was born from a desire to change that narrative. I wanted to build a platform that celebrates South Asian design not as a niche category or occasional cultural moment, but as a permanent and respected part of the global luxury conversation.
When you think about your younger self, what did representation look like growing up? Did you see people, brands or stories that reflected your experience?
Growing up in Essex, I was often one of very few South Asian children in my surroundings. Like many people from my generation, I spent years trying to minimise parts of my identity because fitting in felt easier than standing out. Looking back, I feel enormous compassion for that younger version of myself. I rarely saw South Asians represented in luxury, fashion, film or mainstream culture in a way that reflected ambition, creativity or modernity. We celebrated ourselves within our own communities, but rarely saw those stories reflected back to us. Founding Amrika has become my way of helping reshape that narrative—for my children, and for the next generation.
Are there traditions, values or rituals from your upbringing that you find yourself appreciating more today than you did growing up?
Without question, hair oiling.
As a child it simply felt like something our mums insisted on. Today, I see it for what it really is—a beautiful ritual of care, patience and connection that’s been passed down through generations.
Long before “self-care” became a trend, South Asian households understood that taking time to care for yourself wasn’t indulgent; it was essential.
You work at the intersection of fashion, culture and community. What role do you think fashion plays in helping people stay connected to their roots?
Fashion is one of the most immediate ways we express identity. It carries history, craftsmanship and storytelling in a way that words sometimes can’t. Personally, I love to express myself through my clothing.
For South Asians especially, clothing has always represented celebration, family and heritage. Traditionally, certain items of clothing were worn on specific occasions. While that has become more fluid now, the beautiful thing today is we’re able to interpret those traditions in ways that feel entirely our own, a mixture of our western culture with our roots —whether that’s pairing heirloom jewellery with tailoring or styling traditional textiles in contemporary wardrobes.
Fashion allows culture to evolve rather than remain frozen in time.
South Asian Heritage Month is often a moment of reflection. What parts of South Asian culture do you hope future generations continue to celebrate and carry forward?
Our craftsmanship, our storytelling and our sense of community.
South Asia has one of the richest creative histories in the world, yet so much knowledge still lives within artisans, families and local communities. I hope future generations continue to value handmade craft, celebrate our languages and traditions, and understand that preserving heritage doesn’t mean resisting modernity. The two can—and should—coexist beautifully.
Running a business can be incredibly rewarding, but also demanding. How do you make time for yourself amidst the day-to-day?
I’ve learned that self-care can’t always look perfect.
As a founder, the greatest skills you develop are resilience and adaptability. There isn’t a handbook—you spend a lot of time hearing “no” before you hear the right “yes”, and often switching gears at a moment’s notice.
Social media tends to capture the glamorous moments, but most days are built on persistence rather than polish. I’ve become much better at protecting small pockets of time for myself, whether that’s exercise, a sauna or simply switching off to be fully present with my family. Those moments are what allow me to show up better in every other area of my life.
Are there any wellness or self-care rituals you find yourself returning to again and again?
Movement is probably the biggest one. Whether it’s a quick strength session at home, Pilates or simply getting on the treadmill, I always notice the difference mentally as much as physically. I also never skip my weekly hair oiling ritual or my regular sauna sessions. Neither takes very long, but both help me slow down and reset.
At Sachi Skin, we often talk about the idea that rituals don’t need to be complicated to be meaningful. Are there small rituals in your life that help you feel grounded?
For me, it’s skincare.
Since my late teens, cleansing, toning and moisturising morning and evening has been completely non-negotiable. Trends come and go, products change, but those few quiet minutes at the beginning and end of every day have remained constant. It’s one of the simplest rituals I have, but probably the most consistent.
What advice would you give to younger South Asians who are trying to carve their own path while still honouring where they come from?
Don’t separate your culture from your ambition.
For a long time, many of us felt we had to fit into existing spaces by leaving parts of ourselves behind. Today’s generation seems far more confident in embracing every part of their identity, and I hope that confidence continues.
Your heritage isn’t something you need to overcome—it’s often your greatest advantage.
If you could change one thing about how South Asian stories are represented today, what would it be?
I’d love to see more nuance.
South Asia’s history is vast, complex and incredibly sophisticated. Too often it’s reduced to a handful of familiar narratives, overlooking centuries of innovation, artistry and extraordinary wealth and influence.
I hope we continue moving towards storytelling that reflects the richness, diversity and modernity of the region—not simply its stereotypes.
Tell us something people may be surprised to learn about you.
I went to theatre school from the age of five and completed all my tap dancing grades by the age of twelve. I haven’t worn the shoes in years, but I’m fairly confident I could still manage a time step!
And some rapid-fire questions:
A South Asian dish you’ll never get tired of?
My mum’s makki di roti with butter. And I mean lots of butter.
A fashion brand you can’t get enough of lately?
Amrika, naturally. (Occupational hazard!)
One tradition you’ll always keep?
Raksha Bandhan. I have one brother and we’re incredibly close. I love what the tradition represents, and I’d love my own children to continue celebrating that same sibling bond.
Favourite city in the world?
London and Mumbai—I genuinely can’t choose.
Favourite Sachi Skin product?
Complexion Clarifying Accelerator.
Current song on repeat?
It depends on the mood: SAOKO by Rosalía, Lady In My Life and Working Day and Night by Michael Jackson, and Kehna Hi Kya (Trap Mix by Farooq Got Audio & Chitra).
What’s bringing you joy lately?
Watching my daughter become completely obsessed with Michael Jackson. She’s learning every move to Smooth Criminal, and seeing a little bit of myself in her has been the greatest joy.