Araiya’s debut collection features IGI-certified lab-grown diamonds. The line is crafted for the discerning modern consumer who values both sustainability and sophisticated design
Mumbai: Leading multi-designer retailer Aza Fashions has officially launched Araiya by Aza, its new lab-grown diamond jewellery vertical, marking a strategic expansion in India’s premium retail space. The launch event took place recently at Aza’s flagship store on Turner Road in Bandra, Mumbai.
“Araiya is deeply personal — it is inspired by my journey as a mother, a daughter, and an entrepreneur. It represents the balance we all strive for: honouring our roots while embracing change, creating beauty with purpose, and continuously evolving to be better every day,” said Devangi Parekh, Founder of Araiya by Aza.
Araiya’s debut collection features IGI-certified Type II and Type III lab-grown diamonds. The line is crafted for the discerning modern consumer who values both sustainability and sophisticated design. From sleek, minimalist styles to bold statement pieces, the collection caters to diverse tastes and occasions.
Meanwhile, the brand also launched a Mother’s Day campaign that beautifully captures the tender, often unspoken bond between a daughter-in-law and her mother-in-law. It portrays a relationship built not on obligation, but on chosen love and mutual respect — challenging outdated societal norms that often pit women against each other within traditional family structures. Instead, the campaign redefines motherhood as a role one grows into with grace, compassion, and quiet strength. It honours the women who extend maternal care beyond blood ties and invites viewers to celebrate mothers-in-law who nurture, support, and love unconditionally — not because they have to, but because they choose to.
Araiya by Aza is currently available at six select Aza stores across Mumbai and New Delhi. In Mumbai, shoppers can explore the collection at the Bandra, Juhu, and Altamount Road locations. In New Delhi, the brand is available at South Extension, Regency One, and Defence Colony.
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