A Language of Innovation: Aurus Jewels & Moi Disrupting An Age-old Jewellery Industry Through Instagram
Winning over a loyal “cult” following for a young fine jewellery brand can be challenging. Owning up a unique space as a desired brand is a delicate dance: an art form that cannot be copied, faked or adopted, especially in an industry that is primarily legacy-led and difficult to navigate, at the least.
It demands the brand and its founders’ ethos, aesthetics and values resonate with customers and come from a place of authenticity.
In the ever-evolving world of luxury jewellery, Aurus & Moi emerges as a breath of fresh air, captivating enthusiasts with its innovative approach and distinct design philosophy. This young and dynamic brand has disrupted the traditional industry, infusing it with a new wave of creativity, and a reverence for craft layered with sophistication.
About the brand and creative minds behind it
In the realm of fine jewellery, Aurus & Moi are trailblazers that seamlessly integrate the rich traditions of Indian design with a contemporary approach, redefining “India luxury” with deep regard for the country’s rich artisanal heritage and uncompromising pursuit of excellence.
Puja and Kunal are a classic left-brain right-brain combination with Puja driving design and Kunal driving digital and business.
Kunal's quest to transform the experience of jewellery buying, combined with Puja's love for and interest in art, culture, and history, birthed the twin brands that celebrate the woman of today. It's been a 20-year journey for Puja, from studying jewellery design at FIT, New York and working at Brooklyn Museum and Metropolitan Museum to start an artisanal fine jewellery brand.
Aurus, a young brand leading a fresh narrative in a traditional industry
Fine jewellery has always represented class, sophistication, social status and luxury. But Aurus & Moi understand that jewellery is not a luxury piece that a woman just wears—it becomes a part of her identity and ultimately a legacy she passes on. Aurus and Moi are digitally native brands born on Instagram.
Every piece of jewellery at Aurus & Moi is designed by Puja herself and handcrafted by a dedicated cluster of highly skilled artisans in workshops across the country. The result is a collection of timeless masterpieces that exude grace and sophistication, each a testament to the brand's commitment to excellence, a genuine emblem of luxury sought by those who value meaningful and tasteful luxury.
A way of life
Fine jewellery has possibly always held more meaning and significance than any other form of luxury in the world. It is a carrier of happiness, stories and nostalgia. It is an object of beauty that takes any shape you want, becomes a part of you, and you grow to like it a little more each time you wear it.
Puja, the co-founder and design head, says, “Aurus & Moi create jewels that are not pretentious, the pieces don’t claim to be anything they are not. They are just “nicely designed”, the right balance, the right gemstones, not too less — not too much.”
"Each piece tells a story, reflecting India's rich cultural heritage while embracing modern sensibilities", says Kunal, the brand’s co-founder.
With a keen eye for design, Aurus & Moi go beyond conventional boundaries, offering discerning customers a refreshing alternative, allowing wearers to interpret the jewels uniquely. The collection holds necklaces, earrings, rings, bracelets and brooches, featuring time-honoured styles to layered, one-of-a-kind works of art.
