The new brand is expected to make jewellery more accessible to younger consumers, without the price limitations of gold. The parent company’s strong Awadhi influence will be carried forward by Chandrika Tales, being launched in two phases
Lucknow: Lala Jugal Kishore Jewellers (LJKJ), a brand with deep cultural roots in the Awadh region, has announced the launch of its new silver jewellery label, ‘Chandrika Tales by LJKJ’. The label has been conceptualized and led by Tanya Rastogi, Director of Chandrika Tales, in collaboration with younger members of the legacy jeweller’s family.
The idea for Chandrika Tales emerged from a desire to make jewellery more accessible to younger consumers and allow for greater creative expression. “The younger generation in our family wanted to bring in something fresh,” said Tanya Neelansh, Creative Head, Chandrika Tales. “As a member of that generation and part of the family, I was inspired by the Jewels of Awadh from Lala Jugal Kishore Jewellers and wanted to create statement pieces in silver that could be worn across different settings—be it travel, daily use, or festive occasions.”
She explained that silver offered more scope for creative exploration without the price limitations of gold. “Gold has become expensive, and with more ambitious designs, budgets can get stretched. With silver, we don’t want buyers to hold back on what they truly like just because of the price,” Neelansh said.
Chandrika Tales is being launched in two phases. The first will offer minimalistic designs with subtle Awadhi influences, aiming to connect with a younger audience for whom gold may not be a practical choice. The second phase will showcase more elaborate, statement pieces with bolder Awadhi elements. “The first phase is a step into jewellery for many young consumers,” Neelansh explained. “The second will be more experimental in design, with larger pieces still priced for accessibility.”
Awadh continues to be a core influence for Chandrika Tales. “Everything born out of the House of Lala Jugal Kishore will always have Awadhi heritage in some form,” said Neelansh. “We draw inspiration from the region’s architecture and its distinctive blue and pink meenakari, different from the green and maroon typically seen in the West.”
“The name Chandrika is derived from the moon, or Chandrama—a symbol of calmness and reflection,” Neelansh explained. “It’s another layer of meaning for a label built on tradition and new ideas.”
Chandrika Tales has been launched as a dedicated section across all five Lala Jugal Kishore Jewellers showrooms. Customers can explore the new label at the brand’s Aminabad, Mahanagar, Alambagh, Bhootnath and Taj outlets. The brand also plans to take the collection to other cities through pop-up events. Post Diwali, Chandrika Tales will expand into independent retail locations.
Written by Achal Chaubey
Retail Jeweller India Exclusive
