National News
Aza Fashions Enters Jewellery Market with Lab-Grown Diamond Brand ‘Araiya by Aza’
Aza Fashions, a prominent name in luxury fashion retail, has expanded its portfolio by entering the jewellery segment with the introduction of its new brand, Araiya by Aza. This launch marks Aza’s foray into the world of lab-grown diamond (LGD) jewellery, aligning with contemporary trends and consumer preferences.
Araiya by Aza is poised to offer a curated collection of LGD jewellery that combines ethical sourcing with exquisite design. The brand aims to cater to a discerning clientele seeking sustainable and affordable luxury. With this move, Aza Fashions continues to diversify its offerings, reinforcing its commitment to innovation and meeting the evolving demands of the fashion-conscious consumer.
The launch of Araiya by Aza signifies a strategic step for Aza Fashions, tapping into the growing market for lab-grown diamonds and expanding its footprint in the luxury retail sector. As the brand embarks on this new journey, it is set to redefine elegance and sustainability in the jewellery industry.
National News
Kushals Turns The 9-To-5 Into ‘9 To Shine’ With Its Workwear Jewellery Collection Featuring Real Life Professionals
The New Collection Features Real-Life Professionals and Offers 92.5 BIS Hallmarked Sterling Silver and 18K Gold-Plated Jewellery, Designed To Complement Modern Workwear Across Every Profession and Personal Style.
Meetings, coffee runs, client presentations, brainstorming sessions, and after-work plans—every part of a working woman’s day deserves jewellery that keeps up. Celebrating the many hats women wear, Kushals Fashion Jewellery, India’s leading fashion jewellery brand, introduces ‘9 to Shine’, its latest Workwear Jewellery Collection, brought to life by real professionals who wear confidence just as effortlessly as they wear their jewellery.
Rooted in authenticity, the campaign shines a spotlight on women from diverse professions, ranging from entrepreneurs and HR professionals to clinical researchers and beyond. Each brings her own story, style, and personality to the campaign, proving that jewellery isn’t reserved for special occasions—it’s part of how today’s women show up every single day.
Created for women whose workwear reflects their mood each day, the ‘9 to Shine’ collection celebrates the many ways jewellery is worn today. Some days call for a sharp power suit, others for ethnic wear, co-ords, or a pair of casual denims. Whatever the day or dress code, the collection offers jewellery thoughtfully curated to complement every office look, mood, and personal style.
Featuring minimal layered necklaces, sleek chains and pendants, tennis bracelets, finger rings, pearl earrings, contemporary kadas, and antique-inspired earrings with a modern twist, each piece is thoughtfully designed to elevate an outfit without overpowering it. Crafted in 92.5 BIS hallmarked sterling silver and 18K gold-plated fashion jewellery, the collection combines premium craftsmanship with a lightweight, comfortable fit, making it ideal for women who seamlessly transition from work to after-hours plans.
Commenting on the launch, Manish Gulechha, CEO & Co-Founder, Kushals Fashion Jewellery, said:
“Workwear today isn’t defined by a single look. With ‘9 to Shine’, we’ve thoughtfully curated a collection that complements ethnic, western, formal, and casual office wear, making it easy for women to find jewellery that suits their personal style and every kind of workday.”
With ‘9 to Shine’, Kushals celebrates the women who bring confidence, ambition, and individuality to everything they do. Designed for every pitch, every promotion, every coffee break, every commute, and every small win along the way, the jewellery is crafted to move effortlessly with them, adding a touch of style and confidence to every workday.
Kushals Turns The 9-To-5 Into ‘9 To Shine’ With Its Workwear Jewellery Collection Featuring Real Life Professionals
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