Malaika Arora Unveils New Lifestyle Accessories Brand ‘Maejoy’

Mumbai — Actress and entrepreneur Malaika Arora has launched a new lifestyle accessories brand called Maejoy, developed in partnership with Exceed Entertainment and Myntra Jabong India Private Limited, the B2B wholesale arm of Myntra.

The brand debuts with a wide range of over 250 styles, focusing primarily on two key fashion categories — handbags and lab-grown diamond jewellery — both considered staples of modern personal style.

The handbag collection features a variety of designs including crossbody bags, structured shoulder bags, bucket bags, totes, workwear styles, backpacks and clutches. These pieces are crafted using materials such as synthetic leather, raffia, braided textures, satin, rhinestones and metallic finishes.

Alongside the handbags, Maejoy also introduces a jewellery line made with lab-grown diamonds, offering rings, earrings, pendants, bracelets and tennis bracelets. The pieces come in silver, gold and rose-gold tones, set in 925 sterling silver, with diamonds certified by international grading laboratories.

Positioned as a premium yet accessible lifestyle accessories label, Maejoy aims to blend high-fashion inspiration with everyday practicality. Built around the philosophy “The Joy of Being Me,” the brand celebrates individuality, confidence and self-expression, while focusing on three core values — authenticity, empowerment and accessibility.

Speaking about the launch, Malaika Arora described the brand as a deeply personal project. She said fashion, throughout her career, has always been about balancing empowerment with ease.

“Maejoy is truly a labour of love. Whether through my work, business ventures or personal style, I’ve always believed fashion should make you feel confident yet effortless,” she said. “The idea behind ‘The Joy of Being Me’ is to celebrate individuality while making global fashion trends more accessible to women — whether through lab-grown diamonds or beautifully crafted handbags.”

Suman Saha, CXO and Head of House of Brands at Myntra Jabong India Private Limited, said the brand combines Malaika Arora’s strong fashion sensibility with a growing demand for premium yet approachable accessories.

“Maejoy brings together Malaika’s distinctive style perspective with a compelling offering in the accessible luxury segment. We believe its fashion-forward designs will resonate strongly with modern consumers,” he said.

Meanwhile, Afsar Zaidi, CEO of Exceed Entertainment, highlighted the importance of authenticity when building celebrity-driven brands.

“Creating successful celebrity-led brands requires a balance between genuine personal identity and strong market relevance. Malaika stands out as both a fashion icon and a sharp businesswoman, and we’re excited to bring her creative vision together with Myntra’s brand-building expertise,” he said.

The Maejoy collection is currently available on the Myntra platform and its website, making the brand accessible to shoppers across India.

With inputs from IANS