Malaika Arora has launched ‘Maejoy’, a lifestyle accessories brand co-created in collaboration with Exceed Entertainment and Myntra Jabong India (MJIPL), the B2B wholesale entity of Myntra. As part of the partnership, MJIPL has extended its design and brand-building expertise to the brand. The products have been made available on Myntra.
Maejoy has debuted with a collection of over 250 styles across handbags and lab-grown diamond jewellery. The launch has marked Arora’s entry into the lifestyle accessories segment with a range focused on everyday fashion items.
The handbag range has included crossbody bags, structured shoulder bags, bucket bags, totes, backpacks and clutches. These have been made using materials such as synthetic leather, raffia, braids, satin, rhinestone and metallic finishes.
Alongside the handbags, the brand has introduced a line of lab-grown diamond jewellery including rings, earrings, pendants, bracelets and tennis bracelets. The jewellery pieces have been offered in silver, gold and rose-gold tones and have been set in 925 sterling silver bases with IGI and GCI certified diamonds.
Maejoy products have been launched on Myntra as part of the collaboration with MJIPL, which has supported the brand’s design and development.
“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 democratise 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,” said Malaika Arora.
“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 .” — Suman Saha, CXO, Head of House of Brands, MJIPL
“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.” — Afsar Zaidi, CEO, Exceed Entertainment
