Mumbai, May 2025: Aza Fashions, India’s leading luxury multi-designer destination, proudly announces the launch of Araiya by Aza, a transformative lab-grown diamond jewellery brand that marries cutting-edge innovation with timeless elegance. Officially launching on 24th April 2025 at Aza’s flagship store on Turner Road, Mumbai, Araiya will offer a stunning range of lab-grown diamond jewellery that champions brilliance, sustainability, and modern design sensibility.
Inspired by the Sanskrit word meaning “divine and beautiful,” Araiya is more than just a jewellery brand – it is a celebration of values passed down through generations. Named after Aza’s youngest muse — Managing Director Devangi Nishar Parekh’s daughter — the brand represents a continuum of empowered women: from founder Dr. Alka Nishar to Devangi herself, and now to the next generation. This emotional narrative of feminine strength, elegance, and continuous growth and reinvention lies at the heart of Araiya.
Designed for today’s conscious luxury consumer, Araiya features IGI-certified Type II and Type IIa lab-grown diamonds, representing the top 2-3% of diamond quality globally. Each piece is ethically crafted to reflect both sustainability and high design, effortlessly transitioning from daily wear to statement celebrations. From delicate essentials to sculptural showstoppers, Araiya’s debut collection spans a wide range of styles.
“Araiya is deeply personal — it is inspired by my journey as a mother, a daughter, and an entrepreneur. It represents the balance we all strive for: honouring our roots while embracing change, creating beauty with purpose, and continuously evolving to be better every day.” shares Devangi Parekh, Founder, Araiya by Aza
