Aurus launches new jewellery brand Moi

By

Isabelle Crossley

Published
Oct 16, 2019

Jewellery brand Aurus has launched a new brand of handcrafted fine jewellery, “Moi”. The brand launched in-store at a special event at the multi-brand boutique Clove in Mumbai on October 15 after launching online.

Moi teamed up with Clove, an Indian luxury fashion boutique in Mumbai’s Colaba district, to launch its maiden collection in the store on Tuesday. Designer Puja Shah launched her new venture with Clove founder Samyukta Nair and invited guests to see the collection in-store for the first time.

Moi’s new collection has a dedicated section inside Clove and will be available in the boutique until October 23. The collection features rings, necklaces, and bracelets in gold and adorned with diamonds and precious stones. 

With a modern yet opulent aesthetic, the collection mixes vintage charm with clean design. Notable pieces include a charm-style “Revival Necklace” with stacked pendants set with rubies, emeralds, pearls, amethyst, and diamonds and “Parrot Earrings”.

Moi also retails from its dedicated e-commerce store which it launched on October 8 in time for Dusshera. The brand is a subsidiary of the Ahmedabad-based jewellers Aurus. 

Designer Puja Shah launched Aurus after graduating from the Fashion Institute of Technology in New York, US, and working with museums including the NY Metropolitan Museum and the Brooklyn Museum of Art.