Kunal Shah is the founder of Moi along with his wife, Puja. Moi was incubated in late 2019 as a pure play D2C pret fine jewelry brand.

The husband-wife duo also own another fine jewelry brand, Aurus which was founded in 2003. Kunal is a Chemical Engineer and has done his Masters in US. He worked with Deloitte in New York before deciding to return back to India in 2002. He is a Director in a US$ 3 Bn Industrial Company, AIA Engineering Limited which he was involved with very closely from 2002 and has been part of its growth journey from INR 80 cr revenue to INR 3500 in FY 22. 

He was part of general management and the designated CFO and involved with various aspects of business including Finance, Operations, Projects, M&A, etc. 

From 2017 onwards, he started spending more time on Aurus which led to the founding of Moi as he recognized an opportunity to create a ground-up D2C fine jewelry brand. 

Moi sells to customers in the US and India and has a large roster of celebrities who have bought and worn Moi jewelry.