Aija: luxury without the expense

NORFOLK — Aija (pronounced “Asia”), a small, yet worldly jewlery and store, has opened in the top of the Royal Arcanum building.Bella Erder, originally from England, started Aija as a wholesale business five years ago.“I named it Aija because many of the products have an Asian influence to it,” Erder said.Erder lived in Hong Kong for 25 years.“I still go there four to five times a year where I’m a partner in a branding company,” Erder said. “The first celebrity customer we have had is LeAnn Rimes, which was a thrill.”The store offers jewelry, handmade necklaces, bracelets, scarves, handbags and other accessories.Erder said that she plans “pop up” events, which will be days when artists and merchandisers will be able to “pop up” at the store and sell their own work.“My plan is to keep everything in the store fresh,” Erder said. “I would like people to know that the concept for the store is indulgence without excess. We like to keep things luxurious, yet affordable. In this economy, people don’t have disposable income like they used to. This store keeps everything affordable. Everything looks more expensive than it is.”Aija is open from 11 a.m. to 5 p.m. from Tuesday to Thursday, 11 a.m. to 6 p.m. on Friday and Saturday and noon to 5 p.m. on Sunday.For more information, call 860-542-7031 or visit www.indulgencewithoutexcess.com.

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