How Moi Jewellery is recasting the discourse of design in the jewellery world

It is 6:30 pm in Hyderabad. The air hums with a faint note of chilliness, punctuated by the aroma of the signature biryani that seems to perfume the city itself. Ensconced at the Sattva Signature Tower, a group of socialites and tastemakers usher to the Theory of Everything — a concept space owned  by Aisshwarya DKS Hegde, where fashion converses with art, craft, and culture. Inside, under the various spotlights, lie a repertoire of fine jewellery pieces in a special collection called The Collectibles, under the presentation titled A Time Traveller’s Keepsakes, by Moi Jewellery. 

Hosted by philanthropist Sudha Reddy and conceptualised by Kunal and Puja Shah, the founders of Moi, the showcase invited its audiences to question “what do we choose to keep — and what keeps us?” in a world defined by mass production. Each piece reflected the brand's radical intent — to reimagine Indian craftsmanship through the lens of modern design. 

“India, as we know, not only has a vibrant culture but a rich history of jewellery as well. With Moi, there is something new,” says Sudha Reddy, philanthropist and chairperson, Sudha Reddy Foundation. “They are artistic in a way that narrates stories. They don't just sell a piece of jewellery but rather statement pieces of art that carry a lot of research. When I look at their jewellery, I find every piece carrying a lot of detail that can be felt and observed.”

At a time when the industry remains tethered to convention, Moi stands as a first-generation voice unencumbered by legacy. Redefining how jewellery is made and experienced in the Indian landscape, Moi Jewellery has carved its own niche path that was born out of Instagram and places design aesthetics on the forefront. “We are a design-first brand,” says Kunal Shah, “and jewellery happens to be our medium.” Grounded in research and cultural inquiry, the brand draws deeply from India’s craft legacies.

Equally central to their ethos is the commitment towards India’s craft heritage within a modern design framework. “We are on the cusp of design and craft,” explains Kunal Shah, “and while craft is India, design is interpretation.” This philosophy has allowed Moi to move beyond mere preservation toward meaningful reinvention. Through extensive research into beadwork traditions in Gujarat, especially the Venetian glass beads from the late 17th century that moved to Kutch, the founders have worked towards reviving their disappearing lineage by integrating it into their fine jewellery through techniques of colour grading, material balance, and form innovation. Craft traditions that were once relegated to dowry chests and pastoral backgrounds are now subject to global acclaim through their contemporary avatars. Moi focus does not just rely on the design, but also on the upliftment of artisans through fair payments, dignified means of work, and recognition, which has historically gone unrecognised within India's luxury market.

“I have not met a single person who can sell fine jewellery online!” exclaims Kunal. From limitations in stock to more often than not, an uninspired salesperson selling the jewellery, the duo identified the gap in the sales market a while ago. Recognising that “a woman’s discovery starts online — on Pinterest or Instagram,” as Kunal explains, the brand built its identity for the modern consumer who values narrative and authenticity over conventional retail experiences. Merging research-driven storytelling and contemporary digital sensibilities, Moi Jewellery is redefining what luxury from India looks like. “It's an incredible feeling, an idea, that there is a problem to be solved,” concludes Kunal. 

From erstwhile royalty to Bollywood celebrities, Moi has a consumer base that is as versatile as it is abundant. “Be it someone at the top of the food chain or somebody who has just started to earn, I believe anybody who has a certain kind of aesthetic, is a Moi buyer,” says Puja Shah.  When asked about any differences that the duo might face while designing, she shrugs and says “We are like chalk and cheese. I do the design, he looks into production. Where my job ends, his job starts, and that’s primarily because we are online and all of our content is digital. Hence, there is no overlap in what we do.”

The evening showcased an exclusive selection of The Collectibles on display — ranging from iconic jewels such as the brooches worn by Isha Ambani for the 2025 Met Gala, to pieces that interpret age-old jewellery forms like the Hasli/torque necklace and the Akota earrings. The collection also featured a charming family of turtle-inspired earrings, rings, and necklaces, adorned with diamonds, gemstones, and enamel.

The evening saw a gathering of Hyderabad’s leading tastemakers, creators, and patrons of design, including Pinky Reddy, an entrepreneur, social influencer and member of the GVK group, Parvathi Reddy, an entrepreneur and art patron, Sonalika Sahay, a supermodel and founder, StyleAria, Anam Mirza, entrepreneur and creative director, The Label Bazaar, Anju Ali Khan, style enthusiast and philanthropist, Divya Bopanna, model and digital creator Shalini Bhadruka, designer and co-founder, Maison Bhadruka, among the many. The evening also featured immersive experiences, including a bespoke tarot session and a masquerade-inspired moment that resonated with the show’s poetic theme. 

With Moi, jewellery that was once defined for the rich and famous now has a fresh perspective, transforming every simple milestone into a grand gesture.