Mumbai: Araiya by Aza is redefining modern fine jewellery with its ethically crafted lab-grown diamond collections, positioning it at the forefront of innovation, sustainability, and design excellence.
In its first year, Araiya by Aza has emerged as a high-growth, culturally relevant, and investor-ready brand, achieving an Annual Run Rate (ARR) of ₹10 crore.
Founded by Devangi Nishar Parekh, Araiya by Aza is a deeply personal and visionary venture inspired by her daughter. The brand reflects a desire to create jewellery that is pure, meaningful, and enduring.
Rooted in contemporary design and impeccable craftsmanship, Araiya by Aza introduces a new paradigm where fine jewellery is not only exquisite and versatile but also conscious.
Araiya by Aza: Designed for Everyday Wear, Shifting Jewellery From Lockers into Daily Life
Speaking about the brand, Devangi Nishar Parekh, Managing Director of Aza Fashions and Founder of Araiya by Aza, said, “Araiya by Aza was born from a desire to create jewellery that reflects the values of today’s consumer – conscious, versatile, and deeply personal.
With the highest quality of lab-grown diamonds, we offer uncompromised brilliance while embracing transparency, sustainability, and wearability. Araiya by Aza is not just about adornment; it’s about empowering individuals to actually live in their jewellery every day, with meaning and intention.”
Since its inception, Araiya has demonstrated strong early momentum, launching 12 shop-in-shops and securing an additional standalone location within its first year.
Araiya by Aza has established a presence across India’s leading luxury retail destinations, including Mumbai, Delhi, Hyderabad, Kolkata, and Ahmedabad, strengthening its footprint in affluent retail corridors.
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A New Paradigm of Fine Jewellery
Guided by its philosophy of “Modern Luxury, Timeless Brilliance,” Araiya represents a shift in how luxury is perceived and experienced. Leveraging advanced lab-grown diamond technology, Araiya by Aza combines ethical sourcing with exceptional craftsmanship, ensuring brilliance without compromise.
Each piece is designed to celebrate individuality while seamlessly transitioning between everyday elegance and statement occasions.
Backed by the two-decade legacy of Aza Fashions, Araiya by Aza brings expertise in curation, design, and customer experience. With IGI-certified diamonds, BIS-hallmarked gold, and lifetime exchange and buyback guarantees, Araiya by Aza is built on trust, transparency, and long-term value.
The mission is to democratise fine jewellery through ethical innovation, making high-quality lab-grown diamond jewellery more accessible. The vision is to build a globally admired brand that blends luxury, sustainability, scale, and cultural relevance.
Signature Collections
Araiya by Aza offers a curated portfolio of collections that reflect modern elegance, emotional resonance, and versatility. Each collection features designs ranging from romantic silhouettes and sculptural forms to contemporary interpretations of light and movement.
Whether inspired by symbolism, nature, or everyday functionality, Araiya collections are designed to feel personal, wearable, and timeless. The brand also features finely crafted Italian gold jewellery, known for its superior finish and contemporary appeal.
Expanding accessibility, Araiya by Aza has introduced a 9KT hallmarked collection of lightweight, everyday essentials. These versatile offerings from Araiya by Aza have quickly gained popularity, reinforcing the brand’s commitment to inclusive and wearable conscious luxury.
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Craftsmanship Meets Innovation
At its core, Araiya by Aza is driven by a commitment to excellence. Each piece is handcrafted by skilled artisans, blending traditional techniques with modern innovation. Araiya also offers bespoke jewellery services, allowing customers to create personalised pieces tailored to their individuality.
The diamonds used are known for their exceptional clarity and luminosity, falling within the coveted Type II and Type IIa categories—representing the highest standards of purity. With IGI certification and transparent sourcing, Araiya ensures credibility and trust.
Sustainability at the Core
Araiya stands as a pioneer of conscious luxury, with lab-grown diamonds that are 100% conflict-free and significantly reduce environmental impact compared to traditional mining. The brand maintains ethical practices across its supply chain, ensuring fair wages, safe working conditions, and responsible production.
The Future of Fine Jewellery
Araiya by Aza is positioning itself as more than just a jewellery brand – it is a movement redefining luxury for the modern consumer. With a strong blend of innovation, ethical craftsmanship, and design-led storytelling, Araiya is set to establish new benchmarks in the global fine jewellery market.
