Aza Fashions launches lab-grown diamond jewellery brand Araiya by Aza
Luxury Indian fashion retailer Aza Fashions has forayed into fine jewellery with the launch of Araiya by Aza, a lab-grown diamond brand focused on sustainable luxury and modern aesthetics. The brand has debuted at Aza's flagship store on Mumbai's Turner Road.
Araiya features a range of IGI-certified Type II and Type IIa lab-grown diamonds, which represent the top 2% to 3% of diamond quality worldwide, Aza announced in a press release. The collection includes daily wear designs as well as statement pieces, aiming to serve the needs of today's conscious luxury consumer and piece is ethically crafted.
'Araiya is deeply personal- it is inspired by my journey as a mother, a daughter, and an entrepreneur," said Araiya by Aza's founder Devangi Parekh in a press release. "It represents the balance we all strive for: honouring our roots while embracing change, creating beauty with purpose, and continuously evolving to be better every day."
The brand draws its name from the Sanskrit word for 'divine and beautiful' and is named after Parekh's daughter, representing the next generation in a lineage that includes Aza founder Alka Nishar. Araiya aims to celebrate feminine strength and legacy while offering sustainable fine jewellery for the modern Indian shopper. The launch also marks Aza's expansion beyond fashion into fine jewellery, reinforcing its position in the luxury retail space.
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