About Us

the brand

Every idea starts with an epiphany. Ours was simple: fine jewelry buying has to be fun and a heartfelt experience. In current times – where you can get almost anything at a click - you can’t count on century old rules of business, you need more! All our design worked in-house and our jewelry is handcrafted by our closely knit network of vendors.

Celebrating the past, living in the NOW - Indian at heart - Moi, essentially meaning ‘me’ - drawing influence from the parent brand - Aurus - is a pret line of handcrafted fine jewelry led by design.

We deem ourselves the ultimate catalyst to induce good vibes and fuse it with fine jewelry for a unique, heartfelt experience – all at a friendly price!

the founders

Minds in synergy, coffee and two pairs of brown dreamy eyes on a Sunday morning. Here’s to a random chat that turned into a business conversation. Meet Puja and Kunal, they are a classic left brain right - brain combination with Puja driving design and Kunal driving business. They had dreamt of owning a business together before they got married in 2001. It culminated in setting up AURUS in 2013 with a boutique store in Ahmedabad. MOI represents the next phase in their journey wherein they are attempting to bring a radical change in how handcrafted fine jewelry is bought in India and venture into e-commerce, with a brand that is built around an experience - a pret line of fine jewelry with similar ethos and aesthetics as AURUS - and at friendly prices.

Puja Shah is a qualified jewelry designer from Fashion Institute of Technology (FIT), New York. An avid art lover, Puja was actively associated with New York’s finest museums – the Metropolitan Museum and the Brooklyn Museum of Art. These affiliations have a vivid influence on her as she employs her design sensibility and varied exposure to her designs. Kunal's spent a large part of his career building an Engineering Company which is listed on the Indian bourses with a valuation of more than $ 2.2 billion wherein he acquired a cross-functional, multi-country and multi-dimensional experience in building and running a global business of scale. Kunal has keen interest in spirituality, is an avid golfer, MENSA member, and has been a National Champion in Roller Skating representing India in Roller Skating Asian Games.

the team

Puja and Kunal (also life-partners) are the founders of the business. They bring complementary skill sets very unique and relevant to what MOI is trying to do.

Our team is driven by talent from the National Institute of Fashion Technology - one of the best institutes in the country - which ensures that we stay up to date with the trends, the slightest news and come up with excellent content!