Aditya Birla Fashion and Retail’s (ABFRL) artisanal lifestyle brand Jaypore has unveiled two new stores in Mumbai.

The first store located at Oberoi Mall in Goregoan is spread across 1,543 sq. feet and the second store in R City Mall in Ghatkopar spans over 2,214 sq. feet.

The two stores offer an array of craft or craft-inspired apparel, jewelry, home accents, and accessories.

The collections feature items crafted with techniques such as hand and machine embroidery, block prints, gota, and dori embroidery.

“The opening of our two new stores in Oberoi Mall and R City Mall demonstrates Jaypore’s continuous dedication to providing a meticulously curated assortment of ethnic wear,” Sooraj Bhat, CEO of Ethnic Business at ABFRL said.

“These curated assortments of ethnic wear are thoughtfully crafted to encapsulate the rich character of Mumbai’s cosmopolitan identity,” Bhat added.

“Jaypore is about bringing the world a little closer together. We discover the best designs from artisans and craftsmen from all over India, and deliver them at exceptional value to our members,” the brand said on its website.

Jaypore focuses on products with unique, high quality craftsmanship; unmistakably local designs and products include ethnic garments, home decor, accessories, jewelry, apparel, gifts, vintage items, and more.

ABFRL is the retail arm of Aditya Birla Group and it operates international fashion and lifestyle brands such as Ralph Lauren, Hackett London, Simon Carter, Ted Baker, Fred Perry, Forever 21, American Eagle, etc.

The company has a network of over 3,977 stores across approximately 33,535 multi-brand outlets with 6,723 points of sales in department stores across India.

Indian Apparel, Apparel & Textile News.