Indian actress Malaika Arora on Wednesday launched a lifestyle accessories brand ‘Maejoy‘ in collaboration with Exceed Entertainment and Myntra Jabong India Private Limited (MJIPL), the B2B wholesale entity of Myntra.
The Bollywood star has kick-started the brand with a collection of over 250 styles, spanning handbags and lab-grown diamond jewellery.
The handbags collection at Maejoy spans crossbody bags, structured shoulder bags, bucket bags, totes, workwear classics, backpacks and clutches, crafted in a variety of materials including synthetic leather, raffia, braids, satin, rhinestone and metallic finishes, among others.
Under the accessories brand, Malaika Arora has launched a range 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.
Built on the philosophy ‘The Joy of Being Me’, the actress has positioned the venture as a premium lifestyle-accessories brand that brings together iconic, high-fashion-inspired designs into everyday style.
Speaking on the launch of Maejoy, 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 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,” she added.
Maejoy brings together Malaika Arora’s distinctive style perspective with a strong proposition in the accessible yet elevated accessories space, Suman Saha, CXO, Head of House of Brands, MJIPL, said, adding that the company believes the brand’s fashion-forward designs and thoughtful positioning will connect strongly with discerning consumers.
On building celebrity-led brands, Afsar Zaidi, CEO, Exceed Entertainment, said that such ventures require 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,” Zaidi said.
“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,” he added.
