Learning how to loupe stones as a young girl, Ashna developed an intimacy and familiarity with the precious stones at an early age and an appreciation for traditional design. Her innovative perspective regarding how, where and when jewelry should be worn has been informed by her global upbringing in Antwerp, Dubai and New York City. This international worldview has driven her to create pieces that are not reserved for special occasions but can, and should, be worn every day.

After a lifetime of designing jewelry for herself and taking custom orders from friends upon request, establishing a business was an organic next step. Every piece in the Ashna Mehta collection adheres to the mantra “Eat diamonds for breakfast and shine all day,” and evokes confidence and unapologetic glamour. She leverages her profound, empirical knowledge to reveal the depths of natural stones’ beauty, creating pieces that celebrate individuality.

The brand’s first ready to wear collection, Basketball, was inspired by Ashna’s time living in New York City. She also created a diamond and enamel Barbie necklace for Nicki Minaj that landed in the American Museum of Natural History. But it was the 2025 launch of Bag Bijoux that put her firmly on the map of the global style savvy while also satisfying her love for personalization.

Long time collectors of Hermès Birkin and Kelly handbags, a passion Ashna and her sister inherited from their mother, Bag Bijoux was born of a desire to use the iconic accessories as a more personal means of self-expression, without compromising their resale value.

At the time she conceived of the idea, bag charms were all the range, yet Ashna wanted to elevate the concept beyond the Labubus and Crybabies she was seeing everywhere. Her first designs were spotted on Ashna and Aria’s own bags during the glitzy Ambani wedding celebrations, and the enthusiastic response from other guests ultimately established a whole new category of design.

The ease with which Bag Bijoux designs are securely attached to handbags bely the months of research that went into their development. Their perfectly engineered weight allows each Bag Bijoux to sit exactly as designed on the straps, without fear that they’ll fall off or damage the bag. Ever the entrepreneurial thinker, Ashna has designed an extension loop that allows Bag Bijoux to be worn on other handbags, and depending on the design, the pieces can also be worn as a necklace, on a belt or as a brooch.

One of the most popular motifs in the collection, Waterfall, is inspired by Ashna’s believe that change is the only constant. She has also designed bespoke pieces for a slew of high profile clients, including Kylie Jenner, Paris Hilton, Mindy Kaling, and the Ambani family. She delights in creating special pieces that speak to the essence of the collectors who adorn themselves, and their bags, with her designs.