Malaika Arora has entered the brand-building space with the launch of Maejoy, a lifestyle accessories brand. The label was developed in partnership with Exceed Entertainment and Myntra Jabong India Private Limited. The brand launches with more than 250 styles of handbags and lab-grown diamond jewellery.

The venture is built around the philosophy "The Joy of Being Me" and is positioned around three brand pillars- Authentic, Empowering, and Accessible. The goal is to make aspirational, high-fashion-inspired designs available to everyday consumers.

What does the collection include?

The handbag range covers crossbody bags, totes, bucket bags, structured shoulder bags, backpacks, workwear classics, and clutches. Materials used include synthetic leather, raffia, satin, rhinestones, braids, and metallic finishes.

The jewellery line features rings, earrings, pendants, bracelets, and tennis bracelets. Pieces come in silver, gold, and rose-gold tones, set in 925 sterling silver with IGI and GCI-certified lab-grown diamonds.

What are the founders saying?

Malaika Arora spoke about the personal significance of the launch.

"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 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."

"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," added Suman Saha, CXO and Head of House of Brands at MJIPL.

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Afsar Zaidi, CEO of Exceed Entertainment, stated, "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."

Inside Malaika Arora’s career and personal journey

Malaika Arora has built a successful career in the Indian entertainment industry. She gained widespread popularity through songs like Chaiyya Chaiyya, Munni Badnaam Hui, and Anarkali Disco Chali. Apart from films and music videos, she has also appeared on television.

She has served as a judge on reality shows such as Nach Baliye, India's Got Talent, and India's Best Dancer.