Malaika Arora Launches Accessories Brand ‘Maejoy’ With Myntra Jabong and Exceed Entertainment

Actor and entrepreneur Malaika Arora has announced the launch of Maejoy, a new lifestyle accessories brand 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 launch collection featuring over 250 styles across handbags and lab-grown diamond jewellery, two accessory categories positioned as central to contemporary fashion and personal styling. With Maejoy, Arora aims to blend aspirational design with everyday accessibility, positioning the label in the growing segment of premium yet attainable lifestyle accessories.

The handbag range includes crossbody bags, structured shoulder bags, bucket bags, totes, backpacks, clutches and workwear-focused silhouettes. These pieces are produced using materials such as synthetic leather, raffia, braids, satin, rhinestone and metallic finishes, offering a mix of statement pieces and functional designs aimed at everyday use.

Alongside handbags, Maejoy also introduces a lab-grown diamond jewellery line featuring rings, earrings, pendants, bracelets and tennis bracelets. The jewellery pieces are set in 925 sterling silver bases and finished in silver, gold and rose-gold tones, with diamonds certified by IGI and GCI. Lab-grown diamonds have emerged as a growing segment within the jewellery market due to their lower price points compared to natural diamonds while maintaining similar aesthetic appeal.

Maejoy is positioned as a premium lifestyle brand built around the philosophy “The Joy of Being Me.” The brand’s positioning centres on individuality, confidence and self-expression through accessories that aim to reflect modern luxury while remaining accessible. According to the company, the brand is guided by three core principles: Authentic, Empowering and Accessible, framing its approach to design and pricing.

Speaking about the launch, Malaika Arora described the brand as an extension of her personal fashion philosophy.

“Maejoy is a labour of love. Throughout my career, whether on screen, in business, or through my personal style, I’ve championed the idea that fashion should be empowering yet effortless. ‘The Joy of Being Me,’ is a celebration of self and the brand aims to democratise global fashion trends while offering women something that can extend the feeling of luxury every day, while being accessible — be it a lab-grown diamond or a perfectly crafted handbag. Myntra Jabong and Exceed’s expertise in building much-loved brands makes this a great ecosystem to bring my creative aspirations to life,” Arora said.

From a business perspective, the collaboration brings together celebrity influence, retail distribution expertise and brand-building capabilities. For Myntra Jabong India Private Limited, Maejoy adds to its growing portfolio of celebrity-backed labels that combine design-led positioning with large-scale e-commerce reach.

Suman Saha, CXO and Head of House of Brands at MJIPL, said the brand sits at the intersection of accessible luxury and fashion-forward accessories.

“Maejoy brings together Malaika Arora’s distinctive style perspective with a strong proposition in the accessible yet elevated accessories space. We believe the brand’s fashion-forward designs and thoughtful positioning will connect strongly with discerning consumers,” Saha said.

Afsar Zaidi, CEO of Exceed Entertainment, highlighted the strategic role of celebrity partnerships in building consumer brands.

“Building celebrity-led brands requires a delicate balance of authenticity and market viability. Having successfully worked with Myntra Jabong in the past, it was easy working with them on Maejoy. Malaika is a rare talent who commands equal respect as a fashion icon and a savvy businesswoman. We are proud to facilitate this partnership that brings together her creative clout and Myntra’s brand-building excellence,” Zaidi said.

The launch reflects a broader shift in India’s fashion and retail ecosystem where celebrity-led lifestyle brands are increasingly expanding into accessories and everyday luxury segments. With digital-first retail platforms enabling rapid distribution and discovery, collaborations between celebrities, talent agencies and e-commerce companies are becoming a common strategy for building fashion labels with strong brand narratives.

For consumers, brands like Maejoy are part of a growing category positioned between mass-market accessories and high-end luxury labels, offering design-driven products that carry aspirational appeal while remaining relatively accessible.