Actor and entrepreneur Malaika Arora has entered the fashion accessories space with the launch of Maejoy, a new lifestyle brand developed in collaboration with Myntra and Exceed Entertainment. The brand has been created through Myntra’s B2B wholesale entity, Myntra Jabong India Private Limited (MJIPL), which will support design, product development and brand building.
Maejoy debuts with a collection of over 250 styles spanning handbags and lab-grown diamond jewellery, with the full range available exclusively on Myntra’s platform.
The handbag collection includes a wide variety of styles such as crossbody bags, shoulder bags, bucket bags, totes, backpacks and clutches. The designs incorporate diverse materials including synthetic leather, raffia, satin, braids, rhinestones and metallic finishes, reflecting a blend of everyday functionality and statement fashion.
Alongside bags, the brand has introduced a lab-grown diamond jewellery line featuring rings, earrings, pendants, bracelets and tennis bracelets. These pieces are crafted in 925 sterling silver and set with diamonds certified by IGI and GCI, positioning the collection as accessible luxury.
Speaking about the launch, Malaika Arora described Maejoy as a “labour of love” built around the idea that fashion should feel empowering yet effortless. The brand’s philosophy, “The Joy of Being Me,” aims to bring global fashion trends to consumers while making luxury-inspired accessories more accessible.
According to MJIPL’s leadership, Maejoy combines Arora’s strong fashion identity with Myntra’s brand-building expertise, creating a new offering in India’s growing premium yet accessible accessories segment.
