Handicraft focused fashion and lifestyle store Jaypore has opened a new boutique in New Delhi to add to its brick-and-mortar presence in the capital. The new boutique is located in Dwarka’s Vegas Mall. 

“Delhi, we have a brand new address,” announced Jaypore on Facebook. “Meet us at our newest store in Vegas Mall, Dwarka. Our newest store is a celebration of the union of crafts, arts, and traditions. Studded with crafts and craft-inspired finds, each corner tells tales of century-old traditions and celebrations. Discover your calling in celebrated handloom tales, jewellery, accessories and explore home decor with centuries-old craft nuances.”
 
The new store houses product categories including ethnic wear, accessories, jewellery, footwear, and gift items among others. The space’s interior has a warm colour palette and several displays depict craft techniques such as a Khadi warping wheel to highlight the craft-based focus of the store. 

Jaypore opened a new store in Pune’s Wakad district in September this year and opened its 20th India store in Hyderabad in June. The brand counts stores in locations including New Delhi, Noida, Cochin, Bengaluru, Lucknow, and Mumbai and also retails from its e-commerce store. 
 
Owned by Aditya Birla Fashion and Retail Limited, Jaypore specialises in Indian heritage crafts and aims to uplift Indian artisans with its premium lifestyle collections. Jaypore’s newly launched Diwali campaign ‘Reclaim Your Roots’ highlights clothing traditions from across India to show how they feature in its festive womenswear line.