Anuja Tolia Celebrates 10 Years of Creating Jewelry That ‘Strengthens the Soul’

Her work has adorned Paula Abdul, Tyra Banks, Rachel Bilson, and Kristen Bell
Anuja Tolia
Anuja Tolia Photograph by Ernest Sisson

When West Bloomfield-based jewelry designer Anuja Tolia began her brand, Anuja Tolia Jewelry, she knew she wanted people to feel powerful and confident in her pieces.

Ten years later, that vision remains. Drawn to fashion and art at a young age, Tolia turned her passion into a successful jewelry brand that now sells at specialty stores nationwide and has, over the years, adorned Paula Abdul, Tyra Banks, Rachel Bilson, and Kristen Bell, among others. 

Tolia moved to New York in the early aughts, where she earned a degree in fashion design at the Parsons School of Design and designed for both big corporations and small design houses. But she found herself at a crossroads after a layoff during the 2008 recession. What was next? Well, in her own words, Tolia channeled her inner Julia Roberts and Ate, Prayed, and Loved herself into a new purpose: She moved to Italy, fell in love with jewelry design while studying at the Studio Arts College International in Florence, and launched her namesake jewelry brand in 2010 back in New York.

Today, the brand provides trendy pieces that pair well with timeless staples, without compromising quality for price point, she says. All manufactured in the U.S., the brand mostly works with 22-karat-plated sterling silver and some steel. And there’s really something for everybody: hoop earrings embellished in multicolor Swarovski crystals, simple chain necklaces, stackable gem-encrusted rings, and beaded bracelets and bangles with semi-precious stones. The pieces draw inspiration from all walks of life, Tolia says.

“It could be the 16-year-old trendy girl … or the 30- and 40-year-olds who are moms, as well as the 50-, 60-year-old people who want to look somewhat hip, but have these classic pieces with their diamonds,” she says. “I wanted people to feel by wearing my line they feel strong or empowered — or the embellishment could make them feel like they can do anything.”

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