The brand is built around the philosophy ‘The Joy of Being Me’, focusing on individuality and self-expression through fashion accessories
Mumbai: Actor and entrepreneur Malaika Arora has launched ‘Maejoy’, a lifestyle accessories brand that includes a range of lab-grown diamond jewellery, in collaboration with Myntra and Exceed Entertainment. The brand debuts exclusively on Myntra, targeting consumers seeking fashion-led accessories at accessible luxury price points.
The brand is built around the philosophy “The Joy of Being Me”, which focuses on individuality and self-expression through fashion accessories designed to be both aspirational and accessible.
Maejoy enters the market with a collection of more than 250 styles spanning handbags and lab-grown diamond jewellery. The jewellery line includes rings, earrings, pendants, bracelets and tennis bracelets, crafted in 925 sterling silver and offered in silver, gold and rose-gold tones. The jewellery launch reflects the rising presence of lab-grown diamonds within fashion-led accessory brands, particularly those positioned for digital-first consumers.
Alongside jewellery, the brand’s handbag assortment includes crossbody bags, structured shoulder bags, bucket bags, totes, backpacks, clutches and workwear styles.
Maejoy has been developed with Myntra Jabong India Private Limited (MJIPL), the B2B wholesale entity of Myntra, combining celebrity-led brand story-telling with Myntra’s digital retail ecosystem. The collaboration is aimed at building a scalable accessories brand within India’s growing premium fashion and jewellery segment.
Speaking about the launch, Malaika Arora said, “Maejoy is a labour of love. Throughout my career, whether on screen, in business, or through my personal style, I’ve championed the idea that fashion should be empowering yet effortless. ‘The Joy of Being Me,’ is a celebration of self and the brand aims to democratize the global fashion trends while offering women something that can extend the feeling of luxury every day, while being accessible- be it a lab-grown diamond or a perfectly crafted handbag. Myntra Jabong and Exceed’s expertise in building much-loved brands makes this a great ecosystem to bring my creative aspirations to life.”
Suman Saha, CXO and Head of House of Brands at MJIPL, said the brand has been designed to address the growing demand for elevated accessories among fashion-conscious consumers. “Maejoy brings together Malaika Arora’s distinctive style perspective with a strong proposition in the accessible yet elevated accessories space. We believe the brand’s fashion-forward designs and thoughtful positioning will connect strongly with discerning consumers.”
Afsar Zaidi, CEO of Exceed Entertainment, added, “Building celebrity-led brands requires a delicate balance of authenticity and market viability. Having successfully worked with Myntra Jabong in the past, it was easy working with them on Maejoy. Malaika is a rare talent who commands equal respect as a fashion icon and a savvy businesswoman. We are proud to facilitate this partnership that brings together her creative clout and Myntra’s brand-building excellence.”
The launch highlights the continued expansion of celebrity-led brands in India’s fashion and accessories sector, with digital marketplaces playing a central role in scaling new labels.
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