About Us

Who We Are

Welcome to Ann-Viraa Fashion — a proudly family-owned jewelry business built with passion, hard work, and a dream that started right from our basement. Legally registered as Ann-Vira Fashion Inc., our journey began in 2023 when Payal Jani and Mrugesh Jani decided to turn their love for jewelry and fashion into a growing family business. What started as a small basement operation quickly expanded through dedication, community support, and countless hours at local pop-up markets and events across Ontario. 

For more than three years, we have continued participating in pop-ups, connecting personally with customers and sharing carefully selected jewelry collections that combine elegance, affordability, and modern style. As our online community grew, we expanded beyond local markets by offering our collections through our official website and on Amazon, allowing customers across Canada and beyond to shop with us online.

In 2026, we proudly opened our very first physical retail location at Eastgate Square in Hamilton. We began with a small cart/kiosk, and within just two months, thanks to the incredible support from our customers, we moved into a full-size store location. Today, Ann-Viraa Fashion continues to grow as a true family business with our daughter, Viraa Jani, being part of the inspiration behind our brand and journey. We specialize in 18k gold-plated jewelry, sterling silver jewelry, and trendy fashion accessories including necklaces, earrings, bracelets, pendants, anklets, rings, and more. Our mission is to make stylish, high-quality jewelry accessible for everyday wear while creating a welcoming shopping experience both online and in-store.Whether you discover us at a local pop-up market, visit our Hamilton store, browse on Amazon, or shop directly through our website, we are grateful to have you as part of the Ann-Viraa Fashion family. 

Our Mission

At Ann-Viraa Fashion, our mission is simple:
✨ To provide trendy, high-quality, and affordable fashion accessories that inspire confidence and self-expression.

Our Vision

We aim to be Ontario’s most trusted jewelry brand by offering modern, durable, and affordable pieces that keep up with today’s fashion trends while remaining timeless.

Our Goal

As a proud family-run start-up, our goal is to deliver more than just jewelry—we deliver a personalized shopping experience. Every customer is important to us, and we work hard to ensure you feel valued, satisfied, and stylish with every purchase.

Our Passion

Jewelry is more than just an accessory—it’s a reflection of your style, personality, and confidence. That’s why we take pride in sourcing pieces that are:
✔ Waterproof
✔ Hypoallergenic
✔ Anti-Tarnish

So you can shine worry-free every day.