About Us

The brand:

NOYRA is, first and foremost, a jewelry brand driven by passion, purpose and courage.

Based in India, each piece is crafted by various vendors and artisans based in Jaipur - the hub of jewelry making in the world. They handle every step of creation right from selecting the perfect gemstone, to crafting it in brass, and then plating using the best quality techniques. With their expertise, each piece of jewelry comes into existence while upholding impeccable jewelry standards.

NOYRA was created at the intersection of a personal ambition and a market gap: to provide patrons with high-quality jewelry that is ageless at affordable price points, while symbolizing the strength within all of us through each one’s beauty. Whether it’s a pendant or earrings, each piece shares our love for art, culture, and history that comes together to create something truly unique and timeless.

Owning a NOYRA piece is like owning a museum piece and we hope we get to share this essence with you through each one.

The founder:

Meet our founder, Meher Jetley, a self-taught jewelry designer with an inquisitive nature that drew her to the arts, to history books, as well as the intricate tapestries of many cultures that ultimately inspire her. The world around her is an endless source of wonder, whether it is an artifact in a museum, wallpaper on a palace wall or the mood of the people, many of these elements have then been translated into collectible jewelry at NOYRA. 

Meher has worked in the fashion and textiles space, but has always had a strong penchant for jewelry and it’s craft - in fact, her background is what first introduced her to artisan craft made within smaller communities, spurring a love for the art that she models her own production process on. She brought NOYRA into the world in 2020, a time where she was battling with herself but found strength in building her business, like an arm stretched out, to focus on her passion and guide in that exploration, from dreamer to creator.

As a small business owner, she creates each design personally and oversees each and every step of the process. Each piece is a personal letter to her customers that share her story and passions that she hopes you carry proudly.