About Moi
Moi is a colorful mosaic of story, craft and artistry, inspired by the creative spirit of a borderless world. Fine jewelry for your desk, your dinner table, your ordinary Tuesday, made to leave the screen and live on you.
Not jewelry reserved for occasions. Jewelry for your life.
Moiās Story
MOI began, as all good things do, with two people who couldn't look away.
Puja Shah, our creative director and co-founder, trained at the Fashion Institute of Technology in New York, then spent years inside the Met and the Brooklyn Museum before coming home to India to build Aurus, a jewellery atelier built entirely around craft.
The West gave her an eye. The East gave her a soul.
Kunal, an engineer by training, saw something Puja didn't yet, a new way for a brand to exist. Direct. Unfussy. No middleman between the maker and the person wearing the piece. Standing in a Warby Parker store in New York, he watched a brand talk straight to its customer, and knew this was the model to bring home.
Puja brought the craft. Kunal brought the conviction. Together, that's MOI.
Over the years, Moi has found resonance with personalities who share the same sensibilities of craft and design
A journey towards craft and people, bonded through the realm of design and memories.
of
craft and people
for
craft and people
Discovery has always been our pulse - of craft, culture, people, heritage.
Each medium we explore leaves a project behind, and something learned with it. A little of both, here.
Moi's pulse has always been discovery of craft, culture, people and historical heritage resulting in an assortment of projects, discoveries and memories so far.
Moi expƩriences
in evolving routines, how does a small bead become a place called home
London, May 2026
London Craft Week - Moi* PDKF | Migration, Material, Memory. An exhibition as part of London Craft Week, followed by an opening panel dialogue between Princess Gauravi Kumari (PDKF) and Puja Shah (Moi), moderated by Meneesha Kellay (Curator, V&A)
"Craft was part of everyday life." - Princess Gauravi Kumari
"Something as small as glass beads can hold centuries of movement." - Puja Shah
how beads become a woven realm of identity and memory
London, May 2026
Alongside the Kochi Biennale, Moi found its voice by presenting itās research journey, the ā Unbound by Beadsā through a showcase of the beadwork traditions of Kutch and Kathiawar, archival beaded objects, contemporary art installations, an audio-visual experience curated with Howareyoufeeling.studio and limited-edition fine jewellery "Collectibles" from Moi.
"The lens of understanding is time." - Kunal Shah
āWhat does one pass; what does one keepā
Chennai, Sep 2025
The "Unbound By Beads" Kutch to Kathiawar makes its homecoming debut at The Amethyst, alongside an inquiry on "what actually becomes collectible in today's times, and the role of craft in shaping cultural identit" with luxury hotelier Abhimanyu Alsisar, historian Manu Pillai, and Puja Shah
what do we identify with, what anchors us- Food For Thought
how 17th century glass beads from Venice ignited beadwork craft in western India
London, June 2025
The "Unbound By Beads" research presentation was showcased at an exhibition housed with Gallery Different, depicted through research, older cultural artefacts, and "The Collectibles", fine jewellery pieces that emerged from the research journey followed by a panel chat with Melanie Grant and Puja Shah
Unbound by Beads is not just a jewellery initiative, itās a cultural intervention that preserves knowledge systems we cannot afford to lose - Melanie Grant
Beads carrying memory and purpose
Bead Symposium (London, June 2025)
The husband-and-wife duo Kunal and Puja Shah, presented the the year long research quest "Unbound By Beads" at The Society of Jewelry Historians Symposium exploring the beadwork traditions of Kutch and Kathiawar in western India by unearthing stories and techniques lost to time,
"A world within a bead, of tradition, ritual, dreams." - Beadwork Craft of Western India
