Brands
Limelight Diamonds opens new Meerut store as expansion sparkles
MEERUT: Limelight Lab Grown Diamonds has added fresh sparkle to North India with the opening of its newest exclusive store in Meerut, marking another stride in the brand’s rapid nationwide expansion. With more than 50 exclusive stores and over 40 shop-in-shops across 45 cities, Limelight continues to lead India’s shift towards sustainable fine jewellery.
The store, inaugurated by director Karam Chawla alongside regional partners Deepak Jain and Deepanshu Jain, sits on Meerut’s bustling Begum Bridge Road. Inside, customers will find Limelight’s signature curation of elegant necklaces, striking solitaires, contemporary earrings, bracelets and versatile everyday wear.
Designed in the brand’s trademark minimal, modern style, the new space offers an immersive shopping experience that highlights the brilliance and craftsmanship behind its certified lab grown diamonds.
To mark the launch, Limelight is offering a special privilege: 15 per cent off on diamond value, 15 per cent off on making charges, and a complimentary gold coin on purchases above Rs 1 lakh.
Founder and managing director Pooja Sheth Madhavan, said the opening reflects the brand’s mission to build the lab grown category with clarity and scale. “Meerut marks an important milestone as we strengthen our presence with more than 50 stores. Uttar Pradesh has shown a tremendous appetite for modern diamond jewellery, and our expansion here mirrors the growing trust in the category. Our vision is to make lab grown diamonds a preferred and progressive choice for today’s consumer.”
Karam Chawla added that changing aspirations are driving Limelight’s northward growth. “Cities like Meerut are redefining luxury with a focus on innovation and informed choices. The response from Uttar Pradesh has been extremely encouraging, and we believe Meerut will become a key market for consumers seeking jewellery that blends brilliance with forward-thinking values.”
Regional partner Deepak Jain said Meerut’s customers are ready for a brand that combines quality with modernity. “Limelight’s emphasis on transparency, craftsmanship and innovation aligns perfectly with the city’s evolving taste. This store will quickly become a trusted destination for exceptional diamond jewellery.”
With the Meerut launch, Limelight continues to accelerate its retail footprint, bringing its blend of contemporary design, cutting-edge technology and sustainable luxury to more jewellery lovers across India.
Brands
Malaika Arora launches Maejoy accessories brand with Myntra partnership
New label debuts with 250 plus handbags and lab grown diamond jewellery.
MUMBAI: When style meets sparkle, a new brand is ready to take centre stage. Actor and entrepreneur Malaika Arora has launched a lifestyle accessories label called Maejoy, developed in collaboration with Exceed Entertainment and Myntra Jabong India Private Limited (MJIPL), the B2B wholesale arm of Myntra. The brand enters the market with a debut collection of more than 250 styles spanning handbags and lab grown diamond jewellery, two categories that continue to define everyday personal style for modern consumers.
The handbag lineup includes crossbody bags, structured shoulder bags, bucket bags, totes, backpacks, clutches and workwear inspired designs. The pieces are crafted using materials such as synthetic leather, raffia, braids, satin, rhinestones and metallic finishes.
Alongside the bags, Maejoy has introduced a jewellery range featuring lab grown diamond rings, earrings, pendants, bracelets and tennis bracelets. The pieces are set in 925 sterling silver bases with gold, silver and rose gold tones, and include diamonds certified by IGI and GCI.
Positioned as a premium yet accessible accessories label, Maejoy is built around the philosophy “The Joy of Being Me”, aiming to blend aspirational fashion with everyday usability. The brand’s positioning centres on three pillars: authenticity, empowerment and accessibility.
Arora described the venture as a natural extension of her long association with fashion and personal style.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business or through personal style, I have always believed fashion should feel empowering yet effortless. The Joy of Being Me celebrates individuality while making global fashion trends more accessible,” she said.
MJIPL, CXO and head of house of brands Suman Saha said the brand brings together Arora’s style perspective with a strong opportunity in the accessible premium accessories segment.
“Maejoy combines Malaika Arora’s distinctive style sensibility with fashion forward designs that we believe will resonate strongly with consumers looking for elevated yet wearable accessories,” he said.
Exceed Entertainment CEO Afsar Zaidi added that building celebrity led brands requires balancing authenticity with market viability.
“Malaika commands respect both as a fashion icon and a businesswoman. Bringing her creative vision together with Myntra’s brand building expertise creates a strong foundation for Maejoy,” he said.
The collection is available exclusively on Myntra through its website and mobile app, making the brand accessible to millions of shoppers across India as it steps into the competitive lifestyle accessories space.
