Mumbai, March 13 Actress Malaika Arora has announced the launch of Maejoy, a premium lifestyle accessories brand, co-created in collaboration with Exceed Entertainment and Myntra Jabong India Private Limited (MJIPL), the B2B wholesale entity of Myntra.
Conceived to bring together aspirational design and everyday accessibility, Maejoy is launching with a thoughtfully curated collection of over 250 styles spanning handbags and lab-grown diamond jewellery, two accessory categories that are central to modern personal style. The collection includes crossbody bags, structured shoulder bags, bucket bags, totes, workwear classics, backpacks, and clutches, crafted from materials such as synthetic leather, raffia, braids, satin, rhinestones, and metallic finishes. Alongside the handbag range is a line of lab-grown diamond jewellery featuring rings, earrings, pendants, bracelets, and tennis bracelets in silver, gold, and rose-gold tones, set in 925 sterling silver bases with IGI and GCI certified diamonds.
Maejoy is a premium lifestyle-accessories brand that combines iconic, high-fashion-inspired designs with everyday style. Built on the philosophy "The Joy of Being Me," the brand celebrates individuality, confidence, and self-expression through pieces that are both aspirational and easy to own. Guided by the principles of Authentic, Empowering, and Accessible, Maejoy reflects a modern interpretation of luxury that is both inspiring and effortlessly wearable.
Speaking about bringing Maejoy to life, 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 make global fashion trends accessible to women, offering them something that can extend the feeling of luxury every day, whether it's a lab-grown diamond or a perfectly crafted handbag. The expertise of Myntra Jabong and Exceed in building successful brands makes this a great ecosystem for me to realize my creative aspirations."
Suman Saha, CXO, Head of House of Brands, MJIPL, said, "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 resonate strongly with discerning consumers."
Afsar Zaidi, CEO, 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 to collaborate 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."
Maejoy is available on www.myntra.com and the Myntra mobile app, bringing the brand to millions of consumers across the country.