Jaypore, the artisanal lifestyle brand from Aditya Birla Fashion and Retail Limited (ABFRL), has opened a new store in Lucknow at Jahangirabad Palace, its first in the city.
The store stocks apparel, accessories, jewellery, home décor and lifestyle products, and aims to bring together traditional craftsmanship and contemporary living.
To mark the opening, Jaypore hosted an intimate celebration inspired by UTSAV – A Celebration of Festive India. The event featured a curated festive edit, hands-on craft and cultural experiences, Lucknow’s culinary heritage and festive décor.
A panel discussion on the theme “Karigari Ki Kahani” brought together Supreet Kaur, Tariq Khan, Sarah Zarein Raza, Snehil Agarwal and Aditi Jaggi Rastogi. The speakers discussed India’s craft heritage, its evolving cultural narratives and the relevance of traditional artistry in contemporary life, as well as the crafts, communities and traditions that shape the country’s creative landscape.
Speaking about the new store, Vandana Gupta, Creative Head, Jaypore, said, “At Jaypore, we have always believed that every craft carries a story – of the land it comes from, the hands that shape it and the traditions that have been passed down through generations. Lucknow, with its rich cultural heritage and appreciation for artistry, is a natural home for Jaypore. Bringing our world of crafts and considered design to Jahangirabad Palace makes this opening especially meaningful, allowing us to celebrate the city’s distinctive character alongside the many craft traditions that inspire us. Through this store, we hope to create a space where customers can discover the beauty of Indian craftsmanship and find pieces that feel personal, enduring and relevant to the way they live today.”
Among the collections on offer is A Tale of Two Crafts, which pairs two traditional block-printing arts, Ajrakh and Kalamkari. The range features hand-block prints, nature-inspired motifs and deep, earthy hues, made in breathable fabrics such as pure cotton and cambric. It includes relaxed kurtas, tunics, fluid dresses and coordinated sets.
Ajrakh is known for its geometric patterns and earth-inspired palette, while Kalamkari draws on flora, fauna and organic forms. The collection reflects Jaypore’s effort to bring India’s living craft traditions into contemporary wardrobes.
The store also offers handcrafted apparel, accessories and home accents for festive gatherings, gifting and everyday use.
Jaypore is a destination brand for craft and artisanal apparel, jewellery and home products. It works with more than 30 crafts, sells through its website, www.jaypore.com, and operates 45 stores across India. It also aggregates other artisan-based brands on its portal and ships worldwide.
