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 Meher Jetley, the visionary founder of NOYRA, a self-taught jewelry designer whose boundless curiosity has led her on a lifelong journey through art, history, and the rich cultural tapestries that fuel her creativity. Whether it's the timeless allure of a museum artifact, the intricate patterns on a palace wall, or the spirit of a community, the world around her serves as an endless source of inspiration, transforming into unique, collectible jewelry at NOYRA.

Although her background is rooted in fashion and textiles, Meher's passion for jewelry and its craftsmanship runs deep. Her early exposure to artisan work in smaller communities ignited a love for the art form, influencing her own approach to design and production—a seamless blend of tradition and innovation.

In 2020, Meher brought NOYRA to life during a personal time of reflection, channeling her strength and resilience into her passion. It was during this pivotal moment that she transitioned from dreamer to creator, finding purpose and clarity in building a brand that reflects her heart and soul.

As a dedicated small business owner, Meher designs each piece with her own hands and oversees every step of the creation process. Every design is a personal expression of her story, her passions, and the connections she hopes to share with her customers. With each piece, Meher invites you to carry a part of her journey, her love for craft, and her belief in the beauty of the world.