Ethnic wear brand Jaypore launches 24 karat gold homeware line

By

Isabelle Crossley

Published
Nov 21, 2022

Ethnic wear brand Jaypore has launched a 24 karat gold homeware line. The Aditya Birla Fashion and Retail Limited brand aims to preserve traditional crafts and offer luxury homeware with new line ‘Valleys of Sahyadri’.

The new line is inspired by Maharashtra’s Paithani design heritage, the brand announced in a press release on November 21. The homeware line mixes Paithani prints with Asawalis and includes a Charuta series featuring 24 karat gold embellishments. 

“We dedicate our Homeware collection to the culturally rich Paithan of Maharashta as we re-introduce Paithani inspired collection to consumers who can now possess a slice of the royal heritage in their homes with the ‘Valleys of Sahyadri’ collection,” said Jaypore business head at ABFRL Rashmi Shukla in a press release. “It is a dedicated home décor collection with beautiful motifs inspired by textile prints. The dinnerware has a touch of 24 karat gold detailing, making it a unique element to add to our customers’ homes. The aim is to revive rich crafts like Paithani, Himroo and Charuta and re-introduce them to our customers with a contemporary twist.”

The line includes table ware, serve ware, artisan-made brassware, and idols of deities among other goods. The line has launched in Jaypore’s brick-and-mortar stores as well as on its dedicated e-commerce store where Jaypore has also recently launched a festive clothing line. 
 
Jaypore works with over 70 craft clusters across India to produce its clothing, jewellery, and accessories. The ABFRL brand aims to preserve Indian heritage craft techniques for a classic yet modern lifestyle offering. ABFRL is part of The Aditya Birla Group which has a combined retail space of 9.2 million square feet.