Mumbai: Aza Fashions has opened its 13th store in Santacruz, Mumbai, expanding its presence in one of the city’s prominent fashion neighbourhoods.
The new Aza Fashions destination brings together an extensive selection of India’s leading designers, emerging talent and contemporary luxury, alongside an expansive Araiya by Aza shop-in-shop featuring lab-grown diamond jewellery.
Designed as a destination for fashion discovery, the new Aza Fashions Santacruz store brings the brand’s distinctive multi-designer curation to a new generation of Mumbai’s luxury consumers.
The store offers a range of fashion categories, including couture, occasion wear, contemporary ready-to-wear and fine jewellery.
Dia Mirza Inaugurates Aza Fashions’ New Santacruz Store
The Aza Fashions store was inaugurated in the presence of actor Dia Mirza, who attended the launch as the chief guest.
The evening began with a traditional diya-lighting ceremony led by Dr. Alka Nishar, Founder & Chairperson, Aza Fashions; Devangi Nishar Parekh, Managing Director, Aza Fashions and Founder, Araiya by Aza; and Dia Mirza. The ceremony marked the opening of Aza Fashions’ newest address in Mumbai.
The launch also featured the unveiling of the Aza x Dia Mirza x Rocky Star cover, bringing together fashion, culture and contemporary design through a special collaboration.
The event brought together several names from Mumbai’s fashion, cultural and social circles, including Kubbra Sait, Ira Dubey and Rochelle Rao, along with editors, tastemakers and members of the city’s luxury community.
Editors and media personalities at the event included Aishwarya Subramanyam, Barry Rodgers of The Hindu and Nupur Sarvaiya of Khush Magazine.
The launch was also attended by several leading Indian designers, including Rocky S, Payal Singhal, Nachiket Barve, Rohit Doshi and Rajat Tangri.
Aza Fashions Combines Designer Fashion and Fine Jewellery
The Santacruz store places Aza Fashions’ expansive designer edit at the centre of the retail experience. The collection spans couture, bridal and occasion wear, as well as contemporary fashion from some of India’s distinctive design voices.
The store also houses an expansive Araiya by Aza shop-in-shop, bringing fine jewellery into the Aza Fashions experience.
Araiya by Aza offers lab-grown diamond jewellery designed to transition between everyday elegance and significant occasions.
The jewellery features IGI-certified lab-grown diamonds and reflects Araiya’s vision of modern luxury through craftsmanship, contemporary design and thoughtful choices.
Together, Aza Fashions and Araiya by Aza create a luxury destination where clients can discover fashion, jewellery and finishing details for occasions ranging from intimate celebrations to destination weddings and milestone events.
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Immersive Experiences at Aza Fashions Santacruz
Guests at the new Aza Fashions store experienced a series of immersive activities, including tea leaf reading and block printing.
The experiences reflect Aza’s longstanding belief that fashion is as much about discovery and experience as it is about what people wear.
The Santacruz store is also positioned around the changing preferences of today’s luxury consumer, who is increasingly informed and discerning and is looking beyond established names for craftsmanship, individuality and pieces that feel personal and relevant to their own style.
“The luxury customer today doesn’t want to be told what luxury is. They have their own point of view,” says Devangi Nishar Parekh, Managing Director, Aza Fashions and Founder, Araiya by Aza.
“They are discovering designers through Instagram, travelling, experimenting with their personal style and becoming much more discerning about what they choose to invest in. Our role at Aza is to keep evolving with them. Santacruz is a reflection of that: a store where discovery is central, where established designers sit alongside new voices, and where fashion and jewellery come together in one experience. Ultimately, we want Aza to be part of the moments people dress for, and the memories they create around them.”
With the opening of its Santacruz location, Aza Fashions continues to expand its physical retail footprint while strengthening its proposition as a destination for Indian designer fashion and contemporary luxury.
The new Aza Fashions store brings fashion, fine jewellery, craftsmanship and discovery together under one roof, furthering the brand’s vision of making Indian luxury more accessible, relevant and exciting for today’s consumer.
