Aija: luxury without the expense

Bella Erder is the owner of Aija (pronounced “Asia”), which recently opened up in the top of the Royal Arcanum building in Norfolk. Photo by Shaw Israel Izikson

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.”

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