Photo courtesy of MAABAE CULTURECLUB
For Los Angeles-based jewelry brand MAABAE, culture has never been something that fits neatly into one category.
Founded by Tanya Myers-Shah, MAABAE was created around the idea of bringing South Asian jewelry into the contemporary wardrobe. Inspired in part by growing up as the daughter of an Indian fashion designer, Tanya reinterprets traditional forms through a modern lens—pairing the craftsmanship and visual language of Indian jewelry with pieces designed to feel just as natural with a T-shirt as they do with traditional dress.
The brand’s newest project, CULTURECLUB, takes that philosophy one step further. Rather than focusing on a single heritage, the charm collection celebrates the layered identities created through family, travel, migration, food, music, and everyday rituals.
Designed in Los Angeles and handcrafted by artisans in Jaipur using recycled sterling silver, the collection transforms familiar cultural objects into modern keepsakes. A chai cup, tiffin box, tabla, pressure cooker, cardamom pod, and chili become miniature symbols of South Asian memory, while pieces inspired by Japanese matcha and Korean gochujang begin to expand the collection into a broader conversation around culture.
What makes CULTURECLUB particularly compelling is its focus on the ordinary. These aren’t grand symbols of heritage, but the smaller objects that can instantly remind someone of a kitchen, a family member, a childhood ritual, or a version of home.
It’s a thoughtful next chapter for MAABAE and one that feels especially relevant to a generation whose identities rarely exist within a single box.
Sometimes culture is inherited. Sometimes it is discovered. And sometimes, it’s something we collect along the way.
