Bag Bijoux, founded in 2024 by Dubai-based sisters Ashna and Aria Mehta, creates diamond charms specifically designed for Hermès Birkin and Kelly bags. The pieces, priced from $2,800 to bespoke seven-figure commissions, attach seamlessly to bag straps while offering multi-functionality as necklaces or brooches.

The Mehta sisters come from Rosy Blue, their family's Indian-Belgian diamond manufacturing business, with their mother running Payal New York. Ashna's Gilded Bloom piece featuring a 36.89-carat fancy intense yellow diamond won the Haute Couture category at the 2026 COUTURE Design Awards in Las Vegas. Celebrities including Kylie Jenner have been spotted wearing the charms, which are crafted using natural diamonds and 18-carat gold in Dubai.

Dubai's reputation as a safe haven for ultra-high-net-worth individuals has created an ideal market for these accessories. Luxury consultant Sharis Shir notes that Bag Bijoux clients have moved beyond traditional luxury brands like Bvlgari and Tiffany, seeking unique self-expression through jeweled bag adornments. The collection retails through Moda Operandi, Alara, and Dubai's THAT Concept Store.

The charms represent a new luxury segment where collectors view Hermès bags as art pieces worthy of diamond embellishment. With prices potentially exceeding the cost of the handbags themselves, Bag Bijoux caters to women who already have everything and want innovative, exclusive accessories that reflect individuality rather than status symbols.