Jaypore, the artisanal lifestyle brand from Aditya Birla Fashion and Retail Ltd. (ABFRL), has launched its latest collection, Letters to the Sea. Inspired by India’s vast coastline, the collection spans apparel, jewellery, and home décor, and is designed to capture the rhythms of coastal living through craft and design.
Speaking about the launch, Manu Gupta, Vice President & Brand Head, Jaypore, said, “What the sea leaves behind, we have shaped into handcrafted treasures. Letters to the Sea is a collection that speaks to the heart, a reminder of the beauty and serenity found along India’s coasts. At Jaypore, we continue to celebrate heritage by reimagining it through design, creating pieces that are both timeless and fashion-forward.”
The apparel range includes sarees and handwoven linens that feature fluid silhouettes and coastal floral motifs. The jewellery collection offers delicate beaded accents and luminous designs reminiscent of the sea. Jaypore’s home line brings coastal-inspired living into everyday spaces with mango-wood serveware, hand-painted ceramics, and breezy linens.
The Letters to the Sea collection is now available across Jaypore stores and online at jaypore.com.
Jaypore is one of India’s leading destination brands for artisanal products across apparel, jewellery, and home. The brand curates over 30 crafts on its online platform and operates 37 stores pan-India. Alongside its own range, Jaypore also aggregates other artisan-based brands for a global audience.
