AE Brand Book 2017

THE BRAND BOOK



TABLE OF CONTENTS

OUR COMPANY & MISSION............................................................2
OUR FOUNDER & CEO......................................................................3
OUR TEAM.................................................................................................5
OUR ATTACHÉ PROGRAM..............................................................6
OUR CHARITY PARTNERSHIPS..................................................8
OUR SUSTAINABLE CRAFTSMANSHIP...................................9
OUR ACCOLADES..............................................................................11
OUR HIGH-PROFILE PATRONS..................................................14
OUR FANS IN THE PRESS..........................................................15
GALAXY GEM COLLECTION.......................................................17
DAYTIME DIAMOND COLLECTION........................................19
COCKTAIL DIAMOND COLLECTION...................................21
OUR ONE-OF-A-KIND COLLECTION....................................23
BRIDAL COLLECTION.....................................................................25
ARYA ESHA CUSTOM......................................................................27
TESTIMONIALS..................................................................29
CONTACT US.......................................................................................32



ARYA ESHA
IS SOPHISTICATION
WITH A DASH OF REBELLION

OUR COMPANY

We present our jewelry online and through carefully curated popup shops and
styling experiences, which are designed and ran by a network of high-functioning
stylists called Arya Esha Attachés or in partnership with impactful charities.

OUR MISSION

Our mission is to empower confident self-expression through sophisticated,
versatile, and wearable fine jewelry designed for the woman who wants to feel
and do good for herself and the world around her.

2

OUR FOUNDER
AND CHIEF DESIGNER

3

Priyanka Murthy is the founder and chief designer for Arya Esha. She has
been designing jewelry for decades, even throughout her notable

career in law and political science. While participating in human rights
law missions in Africa, and evaluating complex political issues as a

Fulbright Scholar in Europe, Priyanka learned that she is most effective
when she lets her heart drive her and her mind direct her. Priyanka
received formal gemstone training from the Gemological Institute of

America. She also holds a law degree and an undergraduate degree from
Northwestern University and completed Masters Studies as a Fulbright
Scholar from Copenhagen University, Denmark. Priyanka lives in Florida
with her husband, who is a cardiologist, and their toddler son, who is
currently into eating beach sand for no apparent reason.

We are an all-female team of designers, craftswomen, marketers, and operators.
Our artisans come to work because they love their craft. Our office and studio
team comes to work because they’re passionate about our company. Our
Attachés are building their micro Arya Esha business because they love our
pieces and the brand.

OUR TEAM

5

The Arya Esha Attaché program is designed to empower individuals to
pursue entrepreneurship on their own terms. Our model allows self-starting,
motivated women (and men) to host popup shops where they style pieces

from our jewelry collections. We provide each Arya Esha Attaché the
guidance and tools to set up a successful business, and she decides how

much time she wants to devote to her business. If you are interested in
becoming an Arya Esha Attaché, please email [email protected].

OUR ATTACHÉ PROGRAM 6

OUR CHARITY PARTNERSHIPS

It is the duty of everyone to do
what is within his power to
alleviate human suffering
­—Alfred I. duPont—

Priyanka’s commitment to service and philanthropy was instilled in her from
a young age. When she was a girl, Priyanka lived in Calcutta, India, where her

father was a banker and had one very special client, Mother Teresa.
Priyanka’s father worked with Mother Teresa to manage and invest the money

she received from winning the Noble Peace Prize. Priyanka has vivid
memories of accompanying her father to the orphanage where he met with
the Mother. While her father worked, Priyanka played with the orphans, many
of whom were kindergarteners just like her. After one such visit, Priyanka’s
father explained to her “you and those kids at the orphanage are the same.
The only difference between them and you is the family you were born into.
That’s why it’s important that you do what you can to help whenever you can.”
That was the first time Priyanka understood the meaning of privilege and the

importance of helping. She has tried to give back to her community and
beyond throughout her career as a lawyer and scholar. When she

founded Arya Esha, Priyanka knew that service and philanthropy would be in
the brand’s DNA and part of the company mission. So what do we do to
advance our mission? We donate our jewelry. We volunteer our time and

expertise. We serve in leadership roles on boards and committees. We work
with organizations to host jewelry shop-for-cause events and donate

generous proceeds. If you are a charity that is interested in our mission, please
email [email protected]

8

Our brand is dedicated to creating designer jewelry that emphasizes
quality and sustainability. Our pieces are passionately handcrafted

in recycled precious metals using conflict-free diamonds and
gemstones by highly-skilled artisans and talented master jewelers.

OUR SUSTAINABLE
9 CRAFTSMANSHIP



OUR ACCOLADES

11

Jewelry industry experts and professional guilds have acclaimed the
Arya Esha brand. We have won several awards, most notable a 2014
Commendation Award from the Cultured Pearl Association of America,
a 2015 Rising Star Award from Jewelers Circular Keystone (JCK), the
leading jewelry trade publication, and a 2016 Spectrum Award from

the American Gem Trade Association.

jordana brewster

lucy hale

Arya Esha pieces are a staple on the red carpets of the Emmy’s, Tony’s,
Golden Globes, and Grammy’s, as well as countless international film
premiers. Our collections are coveted by scores of A-list celebrities and
tastemakers, like Jennifer Lawrence, Julia Roberts, Claire Danes, and
Cindy Crawford. Notably, superstar Taylor Swift specially chose Arya Esha

dagger ear jackets to style a celebrity cameo in her Grammy
Award-Winning, “Bad Blood” music video.

OUR HIGH-PROFILE PATRONS 14

A favorite of editors, our jewelry brand has graced the pages of top fashion
publications, including Vogue, Glamour, InStyle, Forbes, Women’s Wear Daily.

Arya Esha has also appeared in top international magazines, such as The
Telegraph (UK) and Adorn Magazine (India) and prestigious jewelry trade
publications, such as JCK, The National Jewelers, and The Retail Jeweler. Of
significance, our signature Shooting Star earrings have garnered special
attention from coast to coast - they were featured on a billboard in Time’s
Square, and iconic, Emmy-winning costume designer Patricia Fields, of Sex
and the City and The Devil Wears Prada fame, featured the earrings in a

runway fashion show in Las Vegas.

15 OUR FANS IN THE PRESS



GALAXY GEM COLLECTION

17 BOLD | SOPHISTICATED | CHIC

Exquisite strands of diamond-studded precious metal
arranged in an orbit or dome fashion around a
colorful center gemstone typify the Galaxy
Gem aesthetic.

Evocative of the sun,
moon, planets, and shooting stars, these
pieces are designed to be worn as statements
or matched with more pieces in the collection.

PriysjaebtcnrwaeaikktsdetaitnolrrfdegryrnieoeseesnfhnyigcdeoloniuvcfnreigoontdheumgttmltdohiolnapibwsbwSoeceearosaalnawclrrlyyehFote,ocorrearntowevinodlaeo,cnlrLiortysokainsdc.gtaeoatWe,,hywatbehhpusheauiuetortr.cscgrwueceinsbesaugstntllhsettoefeauefddtlhnaieosrrueagh

DAYTIME DIAMOND COLLECTION

19 DELICATE | VERSATILE | MODERN



The pieces in this collection are worn to mark an occasion, to
commemorate — to rejoice. A balanced juxtaposition of

architectural forms with undulating silhouettes, these modern
heirlooms are crafted in white, yellow, or rose gold and hand

set with brilliant cut, near colorless diamonds.

COCKTAIL DIAMOND COLLECTION

21 GRACEFUL | ELEGANT | LUXE



These jewels defy rhyme and reason. They are fanciful,
whimsical, even inexplicable—they are unflinchingly one-of-
a-kind. These curated collectibles are articulated via bold

geometry, unusual gemstones in buoyant hues, exquisite
diamonds, and unexpected details.

ONE-OF-A-KIND COLLECTION

23 INNOVATIVE | AVANT GARDE | INTRICATE



ARYA ESHA BRIDAL COLLECTION

25 ETERNAL | CLASSIC | TALISMANIC

A trousseau of engagement rings, wedding bands, and
fine accessories for the big day and beyond — the Arya
Esha Bridal Collection is meant to be effortlessly worn and

cherished, not be locked in a box.

The Story of You

A custom piece of fine jewelry is so much more than a bauble.
It is a story of that which is most important to you — your loves,

your life. Our commitment to innovative design and exquisite
craftsmanship extends to meticulous service in assisting with
custom orders. Through our highly personalized service, we will help
you realize your creative vision. Our team will work with you to design

and craft a unique piece that reflects your taste and budget.

ARYA ESHA CUSTOM

27

Personal Consultation

Engagement Rings and Bridal Bands. Cocktail Rings and Solitaire Studs. A Stack of
Bangles and Station Necklaces. If you can dream it, we can design it. We start by
consulting with you to understand your vision and preferences. With every

consultation, we provide complimentary diamond and jewelry education, so you are
informed and at ease as you embark on your designing experience. Even if you are
not sure exactly what you are looking for or how to get it, rest assured we can help.

Sourcing and Sketching

If we are designing a piece from scratch,
we find the ideal diamonds or gemstones
that meet the highest standard of quality
and ethics. From there, we present to you

via photo or hand-drawn sketches
concepts from which you can choose the

one you love the most.

Computer-Aided Design

After you have approved the concept, if Crafting and Finishing
relevant, we use a computer-aided design

(CAD) program to build a rendering of
your piece. The CAD rendering allows you

to view your image from several angles
and perspectives. During this stage, you
can review and refine the design to ensure

it matches your vision.

Once you have approved the CAD, our
talented master jewelers and skilled

artisans use a combination of the latest
technology and old world workmanship

to craft your piece.

My mom wanted to get a diamond solitaire ring
made, so I referred her to Priyanka. The twist was that
I was going to surprise my mom by paying for the
ring but Priyanka had to let my mom think that she
was going ahead with the purchase. Priyanka and
the Arya Esha team did an excellent job bringing my
mom’s vision to life in her regal looking ring. And they
kept the secret very well! I presented the ring to my
mom on Mother’s Day and she was so surprised!

-Ami, P.

Arya Esha helped bring my custom design

to life. The team was incredibly easy to work

with, professional, timely and detailed! They

kept me updated during every stage and I

could not be happier with the final product. I

would recommend them without any

hesitation. -Shilpa, N.

Excellent procurement process for finding an
exquisite pair of stones adorned with aesthetic design
and nice workmanship and finally delivering the
finished product with all certificates well ahead of
promised time. That’s called service! Thanks a lot.
Simply love it.

-Kushal, B.

29 TESTIMONIALS

I’m OBSESSED. It is sooooo gorgeous! We
absolutely love it!! We are soooo happy that we
reached out to you for this. I am 100% certain that
had we gone anywhere else, we would have had
to settle on a smaller diamond at a lesser quality.
I still can’t get over this ring (and the size - lol!).
Thank you thank you thank you!

-Courtney, M.

I cannot say enough great things about
working with the folks at Arya Esha to design
the perfect engagement ring for my wife. I
was clueless when I started. Priyanka walked
me through the entire process and at the end
I had this perfect piece of jewelry.

-Tom, W.

I am loving my second Arya Esha custom piece
very much. I could not decide on what style I
wanted for my diamond studs, and the modular
design solved my problem by allowing me to have
three earrings in one. Thank you Priyanka for my
lovely earrings. I wear them all the time! As always,
I can’t wait for my next Arya Esha piece!!

-Lisa, L.

30



VISIT US

www.aryaesha.com

FOLLOW US

To purchase: [email protected]
To design a custom piece: [email protected]
For interested members of the press/celebrity stylist: [email protected]
Join the Arya Esha Attaché program: [email protected]

Charity partnership: [email protected]
To reach our founder and CEO: [email protected]

32