Actor and entrepreneur Malaika Arora has launched a new lifestyle accessories brand called Maejoy, developed in partnership with Myntra and talent management firm Exceed Entertainment.
The brand has been created in collaboration with Myntra Jabong India Private Limited (MJIPL), Myntra’s B2B wholesale entity, which will support product design, development and brand building.
Maejoy enters the market with a collection of more than 250 styles across handbags and lab-grown diamond jewellery, two categories that the company believes have strong demand among young fashion-conscious consumers.
The handbag range includes crossbody bags, shoulder bags, bucket bags, totes, backpacks and clutches, made using materials such as synthetic leather, raffia, satin and metallic finishes. Alongside this, the brand is launching a jewellery line featuring rings, earrings, pendants, bracelets and tennis bracelets set in 925 sterling silver bases, with lab-grown diamonds certified by international gemological bodies.
Arora said the brand reflects her personal approach to fashion and accessibility. “Maejoy is a labour of love. Throughout my career I’ve believed fashion should be empowering yet effortless. The brand is about celebrating individuality while making elements of luxury, such as lab-grown diamonds or statement accessories, more accessible,” she said.
From Myntra’s side, Suman Saha, CXO and Head of House of Brands at MJIPL, said the collaboration aims to build a fashion-forward accessories label positioned between premium and accessible segments.
Exceed Entertainment CEO Afsar Zaidi said celebrity-driven brands need both authenticity and commercial viability, adding that the partnership brings together Arora’s influence in fashion with Myntra’s retail and brand-building capabilities.
Maejoy products are currently available on Myntra’s website and mobile app, giving the brand access to the platform’s nationwide consumer base.
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