We recently connected with Maya Alia and have shared our conversation below.
Maya , appreciate you joining us today. Can you talk to us about a project that’s meant a lot to you?
Love has always been the core of my artisan brand, AIRI Jewelry & Gallery. So, the opportunity to design custom wire accessories for a friend tying the knot has been the most meaningful project yet.
The stakes were high as my most ultra-stylish and fashion-forward friend entrusted me with creating unique pieces for her wedding day. Being a former event planner, I also knew these wire pieces needed to be durable, dancefloor-ready, and hug-proof to withstand all the wedding-filled moments sure to come for the bride and groom.
I explored countless concepts, ranging from hairpieces to wire flower bouquets, until – by a stroke of fate – I landed on a stunning wire creation that would soon become my artisan mark on the wedding industry: a wire boutonnière.
The soon-to-be bride’s excitement was palpable when I showed her the mockup. A few weeks later, they were securely pinned to the fine tuxedo jackets of the groom, groomsmen, and father of the bride. The bridesmaids also beamed at the altar, wearing wire earrings that completed a breathtaking aesthetic.
As an artisan, it was a satisfying moment to create something so unique, especially in an industry where it can seem like all the personal wedding touches have already been made. The icing on the tiered cake was the Best of Wedding 2024 award my boutonnière designs received from industry leaders like The Knot and Wedding Wire.
I am forever grateful for my now-married friend who inspired me to bring these boutonnière designs to life for their special day. Crafting wire jewelry for people’s everyday expression has been deeply gratifying, but creating everlasting wire pieces for married couples fills my cup to the brim. It also brings immense joy knowing these wire boutonnières can be cherished for years to come, whether through marking a 20th anniversary or adorning the lapel of their future teenage prom-goer.
This is just the beginning, with more clients seeking stylish and bespoke wire pieces for special occasions.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
My name is Maya Alia, a lifelong New Englander from Cambridge, MA. I am a former event planner who transitioned into an artisan-based entrepreneur during the COVID-19 pandemic. During the solitude and anxiety of being laid off, I immersed myself in crafts to stay grounded. This resulted in more art than my apartment could accommodate until AIRI Jewelry & Gallery came into being. I established the brand as a platform to share the feel-good and uplifting art that I wished to see in the world.
As someone who has always appreciated a pair of stunning earrings, I debuted my brand and artisan career through a series of signature wire earrings that embody the perfect balance of uniquely modern and minimal. My distinctive wire jewelry designs stand out in the industry for celebrating the raw beauty of the wire itself. They garnered the attention of creative organizations such as Boston Art Review and New York Fashion Week and received awards such as Best of Boston 2023 by Boston Magazine and Best of Weddings 2025 by The Knot. Complementing my jewelry line, the Gallery component of my brand commonly showcases my work in digital illustration and watercolor, featuring culture-inspired paintings, prints, and printed apparel.
Influenced by three generations of creatively resilient and self-made women, my lineage and personal identity fostered a passion for designing jewelry that empowers and supports women in connecting with their authentic and expressive selves. Each piece of art I create is a testament to inclusivity and intentional design because we need more brands in the world that acknowledge that everything is not one-size-fits-all. This dedication stems from my experience at the age of fifteen – I discovered my allergies to metals and alloys common in faux jewelry, a struggle shared by my older sister. Defeating attempts to endure irritation and discomfort in hopes of joining friends wearing the latest trend in earrings led my sister and I to craft our own earrings that were safe for our ears. Mending our earrings by swapping out attachments became a way of life that sparked the founding ethos that defines AIRI today – a commitment to inclusive, high-quality, and nickel-free jewelry that allows enjoyment by anyone. Whether for pierced, non-pierced, stretched, gauged, or sensitive ears, I embrace the necessity to innovate for all shapes, sizes, and ears, making all AIRI earrings personalizable to individual preferences of supporters at no extra cost.
Each time I read a review of how my designs made someone’s day or made them feel special, it reminds me that I am creating something of value and meaning through AIRI Jewelry & Gallery. I am incredibly proud of crafting artisanal products that stand out in this ever-growing jewelry industry, keeping the soulful and divine elements that started this brand intact.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
As a small business owner, I have always believed in the value of quietly grinding away behind the scenes. Perhaps it’ s middle child syndrome or my inherent Aquarius tendencies, but my version of starting a creative brand involved diligently working behind the scenes with little to no help. While this approach can build strong entrepreneurs, I have since learned it does not guarantee the making of successful ones.
Wearing all the hats behind my brand, I take pride in all the significant milestones achieved by AIRI. However, when I felt ready to scale my artisanal brand and accelerate growth, I quickly realized that my independent, do- it- yourself mindset could only take me so far.
True success in scaling a small business extends beyond individual effort and the glorified solopreneur mentality. The key is community, which became clear to me as I transitioned from a behind- the- scenes artisan to a visible presence in a seasonal retail space.
The decision to leap into a physical retail space was challenging and uncertain. Taking on the keys to test my brand concept in a brick- and- mortar setting that bridged the gap between a pop- up shop and a long- term lease was a significant step. The financial demands, insecurities about how my art would be received, and challenges of being a Black- owned business in an unfamiliar neighborhood were undeniable. For the first time in my entrepreneurial journey, I felt truly alone.
Venturing outward, I sought support of my built-in community of supporters and the advice of local small business owners. Evolving from a solopreneur to embracing the power of a supportive network has been enlightening. Networking with change- makers, collaborating with visionaries, and leaning on a community of supporters gave me the strength to persevere. Each person I met helped amplify AIRI’ s presence and call to action throughout my experience in a storefront.
The success of AIRI in this space was not a stroke of luck—it was the collective effort of an entire community uplifting the brand. This experience gave me a refreshing perspective.
Is there a particular goal or mission driving your creative journey?
The driving mission behind my creative journey is to prioritize authenticity, humanity, and inclusivity at every stage. At AIRI, our goal is to be human-centered and celebrate the uniqueness of individuals. We are committed to reciprocating the energy and support received from our customers by valuing their input, engaging with them on social media, and investing in their stories and experiences. This genuine support and interest in our customers’ individuality set AIRI apart as a brand that values meaningful connections.
Moreover, we position ourselves as personal shoppers for our customers, providing guidance and support throughout their purchasing journey. Our focus on accessibility ensures that customers feel connected to the art they are investing in. Additionally, our commitment to inclusivity is evident in our practices, as we do not charge extra for accommodating different body types, offer clip-on attachments for non-pierced ears at no additional cost, and maintain consistent pricing for all jewelry regardless of the material or size.
Overall, our goal is to create feel-good art and embody these values to underscore our commitment to being a conscious and genuine brand. Behind AIRI is a team deeply rooted in the belief that being human is at the heart of everything we do.
Contact Info:
- Website: https://shopairi.com
- Instagram: @shopairi_
- Facebook: https://www.facebook.com/AIRIJewelry
- Twitter: shopairi
Image Credits
Rachel McPherson