On a humid afternoon in Ahmedabad, Puja Shah sits surrounded by hundreds of tiny keshi pearls, each one slightly irregular, perfectly imperfect. She’s not sketching. She’s not planning. She’s playing—letting her fingers move instinctively through gemstones and gold wire, building what will become one of Moi’s signature pieces: a handwoven bracelet that takes a dedicated artisan an entire day to complete.
“When I design a product, it’s like building a jigsaw puzzle,” Shah tells Natural Diamonds. “I like a little irregularity, a break in symmetry. That’s who I am and that’s what reflects in what I do.”
This philosophy—embracing the handmade, celebrating the imperfect, making everyday fine jewelry a reality rather than a special-occasion fantasy—has transformed Moi from a 2019 startup into what Vogue crowned one of the “most Instagram famous cult jewelry labels” in the world.
From Museum Halls to Market Revolution
Shah’s journey to redefining everyday fine jewelry began not in India’s storied jewelry ateliers, but in New York’s hallowed museum corridors. While studying jewelry design at the Fashion Institute of Technology, she worked at both the Metropolitan Museum of Art and the Brooklyn Museum of Art, where India’s incredible heritage in crafts and materials was meticulously catalogued and preserved.
“I discovered India’s incredible heritage in crafts, materials and techniques in the meticulously catalogued displays at both these museums,” Shah recalls. The experience was transformative—seeing her culture’s artistry elevated to fine art, worthy of study and reverence, while simultaneously recognizing the gap between museum-quality craftsmanship and what modern women could actually wear in their daily lives.
The epiphany came years later, in 2019, during a visit to a Warby Parker store in New York. Witnessing how direct-to-consumer brands were eliminating middlemen and connecting authentically with customers, Shah saw the future: Indian jewelry craftsmanship, distilled for global sophistication, delivered directly to women who wanted to wear fine jewelry every single day—not just at weddings and galas.
The Everyday Luxury Movement
Moi emerged at the crest of a seismic shift in how women relate to fine jewelry. According to industry research, between 2016 and 2017, there was a 14 percent increase in women buying jewelry for themselves. By 2016, DeBeer’s Insights Report showed that 31 percent of all diamond jewelry purchases in the U.S. were made by women, with 33 percent of non-bridal diamond jewelry bought by women for themselves.
The numbers tell a story of independence and self-celebration. Professional women were no longer waiting for milestone moments or significant others. They were investing in themselves, seeking pieces that could transition from boardroom to dinner, from Monday morning meetings to weekend brunches.
“Fine jewelry has been an everyday part of life now, and this September I will be 80 years old. What caught my attention about Moi was the unique designs—the mixture of Indian and European—and I felt great wearing my Nizam ring.”— Lanayre Liggera, New York
But the traditional jewelry industry hadn’t caught up. Most fine jewelry brands still positioned their pieces as special-occasion investments, locked behind glass cases, requiring appointments and formal consultations. Moi flipped the script: 85 percent of their business happens online, with customers scrolling from their offices during lunch breaks or while curled up on the couch.
India Meets the World
What sets Moi apart in the crowded direct-to-consumer jewelry space is its unapologetic embrace of Indian artisanal heritage—but not the India of kitsch and over-the-top embellishment. Shah’s India recognizes craftsmanship, luxury of materials, and layered storytelling while placing it firmly in the now.
“Our India recognizes craftsmanship, flamboyance and luxury of materials, and layered storytelling while placing it firmly in the now,” the brand’s philosophy states. “It is a distilled sophistication meant for individuals who have a view of the wider world and how they move through it.”
This cultural translation resonates globally. Robb Report notes that Indian jewelry is now appreciated globally “for its craftsmanship, design innovation, and artistry—on the same stage as French, Italian, and American ateliers.” The India jewelry market, valued at $90.40 billion in 2024, is projected to reach $150.10 billion by 2033, driven by brands like Moi that blend heritage with contemporary sensibility.
Each Moi piece is handcrafted by a team of exclusive artisans who work in-house, employing techniques passed down through generations: intricate filigree work, delicate stone setting, hand-drilling hundreds of tiny pearls. The Revival necklace, one of their bestsellers, came about organically when Shah was simply playing with assorted gemstones and charms—no sketches, no plans, just instinct and expertise.
The Business of Beautiful Things
Co-founding Moi with her husband Kunal Shah—a chemical engineer who worked at Deloitte before returning to India—Puja brought creative vision while Kunal brought business acumen. The duo had already launched Aurus Fine Jewels in 2013, which focused on occasion wear and catered primarily to the Indian market. Moi represented something different: a pure-play digital brand designed for the global woman from day one.
The direct-to-consumer model wasn’t just about cutting costs—though eliminating middlemen certainly made fine jewelry more accessible. It was about intimacy and authenticity. Industry experts note that buying jewelry online can be more personal, removing the “glass-case” barrier and giving customers the opportunity to explore on their own terms, without salespeople hovering.
“We design for everyday, and create pieces that millennial women can buy for themselves…something you can add to your wardrobe seasonally, much like shoes or handbags.”— Noura Sakkijha, Co-founder of Mejuri
Moi operates two physical boutiques—one in Ahmedabad, one in Chennai—but these function more as extensions of the digital experience, places where customers can see custom pieces in person or attend curated styling sessions. The real business happens on vibewithmoi.com, where collections range from delicate everyday stackables to statement pieces worthy of red carpets.
Designing for the Woman You’re Becoming
The name Moi—French for “me”—is deliberate. “A collection of fine jewelry created for the women we are, for the women we are becoming and for the ones we admire,” the brand states. It’s a philosophy that resonates with professional women navigating the complexities of modern life: building careers, celebrating milestones, honoring heritage while forging new paths.
Consider the Twin Ring, which Shah wore every day for twenty years before bringing it to Moi. Its playful use of negative space is highlighted by pavé-set diamonds on the band and prong-set diamonds facing each other, sparkling when they catch the light. Or the Nizam Ring, which blends Mughal-inspired design with contemporary wearability, equally at home at a business dinner or a gallery opening.
“There’s no common umbrella that connects the people who buy Moi, except an appreciation for good work,” Shah tells Natural Diamonds. “Our only policy is that our pieces should spark joy.”
This customer spans continents and generations. An 80-year-old writer in New York. A tech executive in California. A bride in Mumbai. What unites them is an appreciation for quality, wearability, and ease—the trifecta of everyday luxury.
Beyond the Gold: The Lightship Initiative
For all its focus on beautiful objects, Moi grounds itself in deeper purpose through The Lightship Initiative, designed to help gifted children in need fulfill their aspirations through an all-paid, holistic 360° intervention program. “Every diamond has the ability to shine, when there is someone to recognise its good facets and inhibit its flaws,” the program’s philosophy states.
It’s a reflection of the Shahs’ belief that luxury and responsibility aren’t mutually exclusive—that the same hands crafting heirloom jewelry can also craft opportunity for the next generation of artisans and dreamers.
The Future of Fine
As the fine jewelry industry evolves, Moi represents a new paradigm: heritage without stuffiness, luxury without exclusivity, craftsmanship without pretension. The brand proves that everyday fine jewelry isn’t an oxymoron—it’s an invitation to celebrate the ordinary moments that comprise a life well-lived.
“When something is suited for a diamond, it has to be a natural diamond.”— Puja Shah, Co-founder of Moi
In an era where women increasingly seek pieces that blend personal storytelling with investment value, Moi has carved out a distinctive space: not quite mass-market, not quite haute couture, but something more interesting—fine jewelry for the life you’re actually living, not the one you’re saving for.
Shah continues to design from her Ahmedabad studio, still letting her instincts guide her hands through gemstones and gold, still building jigsaw puzzles one imperfect, irreplaceable piece at a time. For the women who wear Moi—in boardrooms and book clubs, at weddings and workdays—each piece becomes a small daily celebration, a reminder that sometimes the most revolutionary act is simply deciding you deserve beautiful things, today.
Frequently Asked Questions
What makes Moi jewelry different from traditional fine jewelry brands?
Moi operates as a direct-to-consumer, digital-first brand that makes fine jewelry accessible for everyday wear. Unlike traditional brands that position jewelry as special-occasion investments, Moi creates pieces designed to be worn daily, blending Indian artisanal craftsmanship with contemporary global aesthetics. The brand eliminates middlemen, offering handcrafted pieces with natural diamonds and gold at more accessible price points.
Where is Moi jewelry made?
All Moi pieces are handcrafted in-house in Ahmedabad, India, by a team of exclusive artisans using traditional Indian jewelry-making techniques. The craftsmanship includes intricate filigree work, delicate stone setting, and hand-drilling, with techniques passed down through generations.
What is the everyday fine jewelry trend?
The everyday fine jewelry trend reflects a shift where women increasingly purchase high-quality, precious metal and gemstone jewelry for daily wear rather than saving it for special occasions. Research shows that by 2016, 33% of non-bridal diamond jewelry was bought by women for themselves, marking a move toward self-celebration and accessible luxury.
Can I purchase Moi jewelry online?
Yes, 85% of Moi’s business is conducted online through vibewithmoi.com. The brand also operates two physical boutiques in Ahmedabad and Chennai for customers who want to see pieces in person or need custom consultations, but the digital platform is designed for easy browsing and purchasing.
What materials does Moi use in their jewelry?
Moi uses natural diamonds, gold, and various precious gemstones including emeralds, sapphires, rubies, and pearls. The brand emphasizes that “when something is suited for a diamond, it has to be a natural diamond,” reflecting their commitment to authentic, high-quality materials combined with traditional craftsmanship.
Sources
- Vibe with MOI – Official Website
- About Moi – Brand Story and Philosophy
- Natural Diamonds – Moi Jewellery: To Inspire Enduring Delight (October 2024)
- The Retail Jeweller India – How Puja Shah’s Online Jewellery Brand MOI Got Global Customers (June 2024)
- Aurus Jewels – About the Brand and Founders
- The Zoe Report – Affordable Fine Jewelry Exists Online (December 2018)
- Robb Report – A New Generation of Indian Jewelers Is Blending Modern Designs With Traditional Craftsmanship (November 2024)
- Amayra Jewellery – Contemporary Jewellery Trends Celebrate the Craftsmanship of India
- Golden Bird Jewels – 2025’s Hottest Fine Jewelry Trends (April 2025)
- Joubijoux Fine Jewelry – Everyday Jewelry Essentials: The Art of Effortless Elegance
- NET-A-PORTER – The Key Jewelry Trends 2025 To Know This Year
- We Rise By Lifting Others – Biography of Kunal Shah: Founder of Moi & The Lightship Initiative (September 2024)
- eChai Ventures – Kunal Shah Profile
- Vibe with MOI – Press Coverage and Media Features
- Vibe with MOI – Customer Reviews and Testimonials
