Dubai continues to attract the world’s wealthiest collectors, who often view luxury handbags like Hermès Birkins and Kellys as prized possessions, akin to works of art. Amid this market, a new niche has emerged with the launch of Bag Bijoux, a jewelry collection designed specifically for adorning these high-end leather bags with diamond and gemstone charms.
Founded in 2024 by sisters Ashna and Aria Mehta, Bag Bijoux offers a range of intricately crafted bag charms starting at around $2,800 and extending to bespoke pieces that can reach seven-figure valuations. The charms are designed to attach securely and seamlessly to handbag handles while also functioning as necklaces or brooches through detachable extension chains. Most pieces are made in Dubai using natural diamonds and precious stones such as emeralds and rubies, set primarily in 18-carat gold, with some components produced in India.
The Mehta sisters come from a lineage rooted in the diamond industry, hailing from the Indian-Belgian diamond manufacturing and wholesale company Rosy Blue. Ashna Mehta, who relocated from New York to Dubai in 2018, describes her work as a medium for self-expression, emphasizing craftsmanship and innovation. The sisters’ design process involved extensive research and development to ensure the charms would not damage the delicate straps of Hermès bags or fall off, a crucial engineering challenge given the exclusivity and value of the handbags.
Bag Bijoux’s appeal extends beyond Dubai’s borders, with celebrities such as Kylie Jenner and Mindy Kaling having been spotted wearing the charms. However, the brand has developed a particularly strong following within Dubai’s elite circles. Local luxury consultant Sharis Shir praised the craftsmanship and innovative design after discovering the brand at a pop-up event. She noted that clients of Bag Bijoux tend to be women who have moved beyond traditional luxury jewelry to seek unique, personalized pieces that allow a distinctive form of self-expression.
The collection includes personalized initial charms as well as more elaborate designs, such as a recent UAE Peace Flag piece featuring a mix of white and black diamonds, rubies, and emeralds set in white gold, retailing at approximately $14,000. Some pieces carry values that may exceed the price of the bag itself.
Bag Bijoux’s distribution includes international platforms like Moda Operandi, African luxury retailer Alara, and Dubai-based stores including THAT Concept Store in the Mall of the Emirates, as well as marketplaces for pre-owned designer goods.
Safety and a culture of maximalist luxury in Dubai have been cited by Ashna Mehta as factors enabling women to wear fine jewelry publicly and confidently. Swiss-Lebanese model and entrepreneur Nour Rizk, who invited Bag Bijoux to one of her community events, highlighted the versatility of the charms, often worn on bags, as necklaces, or brooches. Rizk indicated that while she values the pieces highly, her most precious items tend to remain in Dubai.
Despite geopolitical tensions in the Middle East this year, Dubai has maintained its reputation as a secure luxury hub, continuing to attract collectors looking for innovative ways to elevate their prized possessions. Bag Bijoux represents a new frontier in this space, offering an exclusive accessory that complements the city’s jet set and their Hermès collections.