In an era where identity is increasingly fluid, layered, and difficult to define through a single lens,MAABAE's CULTURECLUB arrives as a jewellery collection that embraces complexity rather than simplifying it. Conceived as an extension of MAABAE founder Tanya's belief that culture is something we carry, blend, and continually rediscover, CULTURECLUB transforms everyday cultural touchstones into wearable keepsakes that celebrate the stories shaping who we are.
Conceived as an extension of MAABAE founder Tanya's belief that culture is something we carry, blend, and continually rediscover, CULTURECLUB transforms everyday cultural touchstones into wearable keepsakes that celebrate the stories shaping who we are.
At its core, the collection is built around the objects that define us are often the smallest ones. A cup of chai shared with family, a pressure cooker whistling in the kitchen, a tiffin box packed before school, or the rhythms of a tabla echoing through a room can evoke entire worlds of memory and belonging. CULTURECLUB turns these familiar references into meticulously crafted charms, creating a growing archive of cultural symbols that feel deeply personal while remaining universally relatable.
The collection draws inspiration from cultures across the world, with charms referencing South Asian, Japanese, and Korean traditions through objects such as the chai cup, cardamom pod, matcha bowl and whisk, and gochujang jar. Rather than treating culture as a static concept, the collection views it as something evolving and interconnected and a reflection of migration, heritage, family histories, and everyday rituals.
Designed in Los Angeles and handcrafted in Jaipur, each piece is made from recycled 925 sterling silver and undergoes an extensive process of development, prototyping, assembly, and hand-finishing. The result is jewellery that feels less like an accessory and more like a modern heirloom, designed to collect memories across generations.
Founded by Tanya and inspired by her experience navigating multiple cultural identities, MAABAE is a Los Angeles-based jewellery brand that reimagines South Asian heritage through a contemporary lens. The brand was born with the observation that Indian and Western wardrobes often exist in separate worlds. MAABAE seeks to bridge that divide by creating bold, handcrafted jewellery that can be styled as effortlessly with a white T-shirt and jeans as with traditional South Asian attire.
What makes CULTURECLUB particularly compelling is its invitation to participate. The brand actively encourages community members to submit ideas for future charms, reinforcing the notion that culture is built collectively through shared experiences. In doing so, CULTURECLUB becomes an ongoing archive of memory, identity, and belonging, proving that sometimes the most ordinary objects can tell the most extraordinary stories.
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