With ‘celebrating the jewel in every individual’ as its aim, the brand plans to distribute the calendar to all its customers and associates in December
Kolkata: Bengal Jewellery is preparing to launch its 2026 calendar in collaboration with the Indian Institute of Cerebral Palsy (IICP), Kolkata, an initiative that places the artistic talent of differently abled students at the centre of the brand’s annual outreach. The calendar, now in production, will feature select artworks created during an art fest the brand conducted with IICP earlier this year. Distribution to customers and associates will begin in December.
According to Sradhya Roy, Senior Public Relations and Marketing Manager, Bengal Jewellery LLP, who has led the initiative from the brand’s side, the calendar is designed around the idea of ‘celebrating the jewel in every individual’. “For us, this calendar is about recognizing talent and giving visibility to artists who are often unseen,” said Roy. “Art sees possibility. The world may see disability, but we want to celebrate ability.”
The collaboration with IICP began in June 2025, when Bengal Jewellery organized a two-hour art fest at the institute’s auditorium. While the institute hosts around 100 students from diverse backgrounds, IICP helped identify 30 students who had the ability or interest to participate, depending on their comfort and mobility needs.
The theme of the art fest was ‘goyna’,the Bengali term for jewellery. Students were encouraged to depict jewellery as they imagined it: gold, shells, flowers or any form that symbolized adornment to them. “There is no right way to view art. Expression can take any shape, and that freedom was central to the theme,” Roy explained.
To foster a sense of accomplishment without comparison, awards were presented across categories such as Most Creative, Best Use of Colour and Most Artistic, rather than ranking participants in first, second or third positions. Judging was conducted by three external artists—Sanatan Saha, Mehtab Molla and Dr Souraja Tagore—ensuring an independent, encouraging atmosphere for the children.
Following the event, the artworks were displayed at the North American Bengali Conference (NABC) 2025 in Toronto and at socio-cultural organization Kallol in New Jersey. Visitors could take home the pieces for a voluntary contribution. “It was not about selling at all; this was a pay-it-forward gesture. Every rupee collected was handed over to IICP,” Roy said.
Bengal Jewellery is now integrating the artworks into its 2026 calendar, highlighting each artist alongside their creation. The brand plans to distribute the calendar to all its customers in December, as well as to IICP’s network across India. “IICP is a national organization, and our collaboration allows the work of these children to reach far beyond their immediate community,” Roy noted.
As part of the communication plan, the brand strategically released videos from the June event on Children’s Day 2025. “All children deserve to be celebrated,” Roy said, adding that Children’s Day felt like the right moment to share the joy and creativity expressed at the art fest.
For the brand, the calendar marks a continuing commitment to socially meaningful engagement—one that honours artistic potential while bringing visibility to children and young adults who rarely have platforms of their own.
Heritage jeweller Bengal Jewellery LLP, which recently celebrated 100 years in the industry, operates four stores in Kolkata – located at City Centre 2, Gariahat, Girish Park and Kankurgachi.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
