Jaypore’s third store in Hyderabad explores the legacy of India’s artisans

The recently opened third store of leading artisanal lifestyle brand Jaypore from ABRFL takes customers through an immersive journey through India’s unique artisan heritage.

Located in the GVK Mall, the 1,675 sqftstore pays a tribute to the vibrant Phulkari art from Punjab. The store’s façade invites visitors to explore the diverse crafts within. Jaypore has collaborated with artisans from over 30 craft clusters across India to ensure that the store not just preserves traditional techniques and patterns but also adapts to customers’ contemporary tastes.

The new store marks a significant milestone for both Jaypore and ABFRL, says SoorajBhat, CEO-Ethnic Business, ABFRL. It offers a wide range of products including women’s and men’s apparel, exquisite home décor, jewelry and accessories. India’s legacy crafts such as Kalamkari, Ajrakh, Chanderi and Benarasiare showcased in the store’s apparel range.

The home décor section features ceramics, brass Prabhavalis, Kansa serveware, and block-printed soft linens, while the jewelry section offers tribal silver, Kundan, and temple-inspired pieces exuding timeless elegance.

Meticulously designed to provide a complete retail experience, Jaypore stores nurture a personal connection of the shoppers with Indian art by showcasing the works ofthe Indian artisan community on its walls. Each aspect of the brand’s stores is carefully chosen to highlight the delicate creativity of handcrafted finds and high-quality craftsmanship, all set against an earthy backdrop. The brand’s ‘Made in India, Made with Pride’message reinforces its efforts to bring India closer to the world, extending the artisans' traditions to international audiences.