NUI comes from the idea of “Nayi Udaan of India” — representing a new wave of Indian fashion for the world. NUI is a handcrafted jewellery and accessories brand rooted in Indian tradition and reimagined for the modern world. Inspired by the richness of Indian culture, artistry, and heritage, NUI creates pieces that blend timeless craftsmanship with contemporary style.
Every design is made to celebrate individuality — bringing together tradition, elegance, and everyday expression in a way that feels effortless, bold, and personal.
Founded by Ishti Agrawal, NUI was created with a simple vision: to bring Indian-inspired jewellery and accessories to the forefront — celebrating India’s richness, craftsmanship, and maximalism through pieces that feel expressive, timeless, and created to take Indian fashion to a global generation.
Some of my earliest memories of fashion are from childhood — styling my mom’s jewellery, dressing up, and turning everyday moments into little fashion shows around the house. Jewellery and accessories always felt magical to me; they carried stories, culture, and emotion.
Growing up, loving yourself isn’t always easy. But fashion was always a way for me to express who I already was - bold, experimental, and playful. It wasn’t about changing myself; it was about celebrating myself.
That belief inspired me to create NUI — a handcrafted jewellery and accessories brand rooted in Indian tradition and reimagined for the modern world. Through NUI, I wanted to celebrate the richness of Indian culture, craftsmanship, and maximalism by bringing Indian-inspired fashion to the forefront — creating pieces that carry the spirit of India to a global generation.
— Ishti Agrawal
Founder, NUI