Nykaa Fashion launches new jewellery brand Azai

By

Isabelle Crossley

Published
Jun 20, 2022

Beauty giant Nykaa’s fashion arm Nykaa Fashion has launched a new private label brand named ‘Azai’ to offer traditional style women’s jewellery for affordable prices. 

Azai Jewellery by Nykaa Fashion has launched on Nykaa Fashion’s dedicated e-commerce store with a collection of 132 styles, according to the business’ website. With designs ranging from traditional and bridal to more lightweight and fusion, the brand is designed to celebrate Indian heritage and redesign it for a younger consumer. 

“Introducing Azai, our new label from the House of Nykaa Fashion,” the business announced on Facebook over the weekend. “Contemporary ethnic jewellery made to complete your traditional outfits. Ranging from big motifs to intricate pearl detailing, Azai celebrates the local craftsmanship and brings one-of-a-kind pieces to you.”

The brand’s maiden collection features a selection of gold and oxidised silver hued statement earrings, Kundan jewellery sets, maang tikas, cocktail rings, and nose rings among others. Items in the collection are priced from Rs 171 to Rs 2,338.

Nykaa Fashion is currently running large-scale sale event ‘End of Season Sale’ which launch on June 17 and runs until June 23, according to its website. The sale is offering up to 70% off selected brands and flat discounts on other brands.