The Tale Behind That Ring You Keep Noticing

      In 2025, the BB Thelma ring by Aaryah has firmly established itself as a key element in the fine jewelry collection of the modern cool girl. Featuring a delicate, sculptural design with a tilted pear-shaped center and a reflective finish of diamond or gemstone, the BB Thelma creates a tactile, almost calming presence on the hand. This piece is one that prompts a second look—and then a question: Where did you find that? That was precisely what I messaged influencer Rocky Barnes after she shared a distant photo of herself wearing the ring. Even in an Instagram Story, the BB Thelma radiated understated confidence. It wasn't ostentatious nor did it seek attention; it simply existed. Its placement on her pinky finger added to its uniqueness—a choice that has transformed from an afterthought into a bold statement in 2025. Historically a representation of lineage and legacy—think of the signet rings sported by older men in the early 1900s—the pinky ring has been reclaimed by women as a symbol of independence and personal style. The BB Thelma embodies this change. "We've noticed that women are purchasing it for themselves," shares Aaryah founder Megan Kothari. "Traditionally, fine jewelry is given by a partner to mark a special occasion—but our customers are reversing that trend. They’re buying BB Thelma rings to honor themselves."

      Let's rewind: Before the BB Thelma ring became Aaryah's signature item, the brand was founded with the goal of honoring Kothari’s Indian heritage and its significance in jewelry, voicing women's perspectives in a male-dominated industry, and rethinking what fine jewelry could signify for a new generation. Kothari hails from a lineage of jewelers (both her grandfather and father worked in the field), but she had no intention of pursuing the same path. "Growing up, I never aspired to be in this industry," she states. "It was heavily male-dominated. There wasn't much room for women’s voices. So I chose to enter the beauty sector instead, working with L’Oréal and Estée Lauder."

      It wasn't until 2020, during the pandemic, that she began to reevaluate her direction. Drawing on years of observations, a diamond grading class at FIT, and extensive self-education, Kothari partnered with a jeweler in Manhattan’s Diamond District to realize her vision. She began assisting friends in designing engagement rings, and through that, she identified a market gap for unconventional and distinctive engagement styles. This inspired her to create her first signature engagement ring, the Trikona—a negative-space triangle design that quickly gained attention. "I took it to an event and it went viral," Kothari recalls. "A magazine featured it, followed by several others, and it sold quite rapidly. That was when I understood, there’s something substantial here." A year later, Aaryah officially unveiled its initial collection of nontraditional engagement rings.

      Included in those designs was the original Thelma—a sculptural piece featuring an organic, satin-finished gold band that held a slanted pear-cut diamond. “It went viral on Pinterest,” Kothari remembers. “We received incredible feedback, and I started contemplating, ‘What if we crafted a non-bridal version for those who loved the design but weren’t necessarily shopping for engagement rings?’” This idea evolved into the BB Thelma. Kothari and her team resized the silhouette to fit the pinky finger, then shared a mockup on Instagram to gather feedback from followers. "We did not expect such a response," she says. "We initiated a pre-sale and received so many orders that we faced delays in fulfilling them."

      So, what accounts for its strong appeal? "A pinky ring symbolizes personal power," Kothari explains. “We’ve had clients say, ‘I just got promoted—I want to buy myself a pinky ring,’ or ‘I just want to treat myself to something nice.’” The prices vary from $1000 to $2500, and many customers aren't limited to just one purchase. “We’ve noticed women stacking two rings together [as they complement each other beautifully],” Kothari says. “It’s been wonderful to witness how they are curating personal collections.” The BB Thelma is offered in a variety of natural stones—ruby, amethyst, sapphire, emerald—enabling clients to customize the ring according to birthstones or other significant markers. “There’s a deep emotional connection to it,” she adds. “It transforms into a piece you never wish to remove.”

      Speaking of wearing it almost constantly, in addition to Barnes, influencers like Nara Smith and Melissa Wood are often seen wearing theirs. Whether they're cooking or leading Pilates-inspired workouts, the BB Thelma gleams in the light. This small yet impactful piece has created a