Actor and entrepreneur Malaika Arora has announced the launch of Maejoy, an elevated lifestyle accessories brand co-created in collaboration with Exceed Entertainment and Myntra Jabong India, the B2B wholesale entity of Myntra.

As part of the strategic partnership, MJIPL will extend its design and brand-building expertise to Maejoy. 

The collection will be available on Myntra.

An ad film has also been rolled out on Myntra's Instagram page to highlight this launch. 

Conceived to bring together aspirational design and everyday accessibility, Maejoy makes its debut with a curated collection of over 250 styles spanning handbags and lab-grown diamond jewellery, two accessory categories central to modern personal style.

The collection features crossbody bags, structured shoulder bags, bucket bags, totes, workwear classics, backpacks and clutches, crafted in materials including synthetic leather, raffia, braids, satin, rhinestone and metallic finishes, among others. 

Alongside the handbag range is a line 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.

Maejoy is positioned as a premium lifestyle accessories brand that brings high-fashion-inspired designs into everyday style. Built on the philosophy 'The Joy of Being Me,' the brand aims to celebrate individuality, confidence and self-expression through pieces designed to feel both aspirational and accessible. Guided by the pillars of authentic, empowering and accessible, Maejoy reflects a modern interpretation of luxury that is inspiring yet effortlessly wearable.

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.”
 
Suman Saha, CXO, head, House of Brands, MJIPL, added, “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 .”
 
Afsar Zaidi, CEO, Exceed Entertainment, said, "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."