PRIDEAUX

Jewellery for All, Boundaries for None

This is PrideAux. Where luxury jewellery celebrates you, not the labels the world puts on you.

We craft handmade gold jewellery in India with lab-grown diamonds and a clear purpose: to honor who you are.

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Why PrideAux Exists

Jewellery's been divided into "his" and "hers" for too long.

But what about yours?

We're building a future where you walk into a store and choose based on what moves you, not what a label tells you to. Where gender-inclusive jewellery is just jewellery. Where a ring can belong to one person or two, because love makes its own rules.

At PrideAux, jewellery is self-expression. It's your story.

We craft handmade gold jewellery in India with lab-grown diamonds and sustainable materials, luxury jewellery that's ethical, accessible, and made for how you live.

We design gender-neutral jewellery for people, not categories. Because inclusivity isn't our marketing angle. It's why we exist.

We're here to celebrate you, whoever you are.

“We're not crossing boundaries. We're erasing them.”

This is Us

THE PEOPLE BEHIND PrideAux
Renil Morajia

Renil Morajia

Renil was rooted in premium retail and client experience in Vancouver, Canada, where design meets real people. He could see what resonated, what connected, and what left people walking away.

Riddhi Morajia

Riddhi Morajia

Riddhi's perspective came from manufacturing and design development. She understood how material choices, ethical decisions, and aesthetic details shape what luxury feels like.

Two sides of an industry that rarely spoke to each other. 

Two perspectives that made one gap impossible to ignore

Jewellery was beautiful. But it wasn’t built for everyone.

The Moment That Changed Everything

Renil remembers a couple looking for engagement rings, excited, hopeful, and ready. But every design felt like it was built for someone else’s story. Not theirs. 

They didn’t leave the store because they couldn’t buy anything. They left because nothing felt like it saw them. When they left empty-handed, Renil couldn't shake it.

At the same time, Riddhi was watching customers hesitate for a completely different reason - not price, not quality, but the fear of choosing something from the “wrong” section.

A woman putting down a bold gold band when told it was "from the men's section." 

A man hesitating near a delicate chain. 

A couple asking which side they were "supposed" to shop from.

All these people, wanting something. And, jewellery that wasn't built for them.

Riddhi and Renil realized something: it wasn't about jewellery, it was about identity.
About being seen.
About expression without permission.

Then came the conversation that changed everything.

"If this is happening in Canada, a country known for being open, liberal, imagine what it's like back home in India!"

Then came the conversation that changed everything.

The Questions That Changed Everything

Why does jewellery need rules?
Why is gender a filter for design?
Why can’t jewellery exist without assumptions?

If the industry wasn’t ready to answer those questions, they would. Not in Canada, where the market was somewhat progressive. But in India, where the need was greater, the gap wider, and the opportunity to create real change was undeniable.

The Choice, The Decision

They could have stayed in Canada. Built comfortable careers. Kept their distance from the problem. But they couldn't stop thinking about that couple. And, about everyone like them, in Vancouver, in Mumbai, in Ahmedabad, just about everywhere.

So they came back to India and founded PrideAux.

Not in a studio or pitch deck. But in the decision to create what should have existed all along:

Jewellery that sees you, not sorts you.

Who This Is For

PrideAux is for every human who's ever felt jewellery doesn't GET them.

If you've ever walked into a jewellery store and thought "nothing here feels like me", you belong here.

In Their Words

“We don’t design for him, her, or them. We design for people. If it feels like yours when you wear it, that’s what matters.”

- Renil & Riddhi, the Founders of PrideAux

What They Built

PrideAux became more than a vision, it became a space where craft meets care and luxury feels personal.

Lab-Grown Diamonds

Every piece of gold jewellery is handcrafted in India by artisans who understand that quality and ethics aren't negotiable. Our lab-grown diamonds offer the same brilliance as mined stones, but are ethically sourced and guilt-free.

Bespoke Jewellery

From custom engagement rings to everyday pieces you'll never take off, we design bespoke jewellery that adapts to your identity, not the other way around. Fine gold jewellery meant to be lived in. Personalized designs that tell your story. Sustainable luxury that aligns with your values.

Handcrafted luxury jewellery

Their backgrounds make the promise real: Renil brings the understanding of human experience of what resonates and connects. Riddhi brings the mastery of craft - how material, ethics, and design shape what luxury feels like. Together, they built jewellery that's refined but relatable. Premium but personal. Handcrafted luxury jewellery where design sees you, not sorts you.

What the Name Means

Pride

dignity, self-respect, celebrating who you are without apology

+
Aux

To, For, With - Your Companion in Spirit.

PrideAux: Pride for you. Pride with you.

PrideAux is custom luxury jewellery that honors who you are, not who you're told to be.

The PrideAux Pillars

Exclusive: Jewellery for every Human 

Exclusive: Jewellery for every Human 

The jewellery industry has always assumed: everyone fits neatly into two boxes, your style matches someone else's idea of your identity, and you want to be limited by outdated categories. We assume nothing.

Some buy for themselves. Some for partners. Some share pieces. Some gift across generations. Some choose by instinct, not aisles.

At PrideAux, we craft jewellery NOT for him, her, or them. Here we create masterpieces that speak to YOU, the person that’s you.

Exclusive: Jewellery for every Human 

The jewellery industry has always assumed: everyone fits neatly into two boxes, your style matches someone else's idea of your identity, and you want to be limited by outdated categories. We assume nothing.

Some buy for themselves. Some for partners. Some share pieces. Some gift across generations. Some choose by instinct, not aisles.

At PrideAux, we craft jewellery NOT for him, her, or them. Here we create masterpieces that speak to YOU, the person that’s you.

Exclusive: Jewellery for every Human 

Expression: Stories That Speak

Expression: Stories That Speak

Here's what we believe: you contain multitudes. Your love is valid. Your chosen name is sacred. The symbols that mean something to only you? They matter..

Each piece we make is a chapter of your journey. The ring you bought yourself when you moved to a new city. The necklace your partner gave you with coordinates that mean everything. The bracelet engraved with the date you became yourself.

Worn with pride. Felt deeply. Remembered always. PrideAux is the house of self-expression jewellery designed for people who live their stories, non-negotiably.

Expression: Stories That Speak

Here's what we believe: you contain multitudes. Your love is valid. Your chosen name is sacred. The symbols that mean something to only you? They matter..

Each piece we make is a chapter of your journey. The ring you bought yourself when you moved to a new city. The necklace your partner gave you with coordinates that mean everything. The bracelet engraved with the date you became yourself.

Worn with pride. Felt deeply. Remembered always. PrideAux is the house of self-expression jewellery designed for people who live their stories, non-negotiably.

Expression: Stories That Speak

Elegance: Timeless by Design

Elegance: Timeless by Design

We're obsessive about the details you'll notice five years from now. The way light catches a particular facet. The weight that feels right on your skin. The clasp that works smoothly every single time.

Every piece is created with you in mind - refined, radiant, and built to last not just for a moment but for all the moments that matter.

So PrideAux is here to make sustainable luxury jewellery that outlives trends and becomes part of who you are.

Elegance: Timeless by Design

We're obsessive about the details you'll notice five years from now. The way light catches a particular facet. The weight that feels right on your skin. The clasp that works smoothly every single time.

Every piece is created with you in mind - refined, radiant, and built to last not just for a moment but for all the moments that matter.

So PrideAux is here to make sustainable luxury jewellery that outlives trends and becomes part of who you are.

Elegance: Timeless by Design

What's Next?

Join the Movement

Whether you're shopping for yourself or someone you love.
Whether you fit into categories or refuse them entirely.
Whether this is your first piece of fine gold jewellery or your fiftieth.

PRIDEAUX IS YOU.

PrideAux isn't just a brand making designer jewellery. It's a movement toward inclusivity,

authenticity, and shared beauty.

A movement that says, Jewellery has no boundaries. And, neither do you.

Bloom jewellery

Welcome To PrideAux. Jewellery Designed For You, Whoever You Are.