Jugal Kishore The Jeweller gives a taste of Banarasi culture through new saree boutique

Lucknow-based Jugal Kishore The Jeweller has taken an impressive initiative to give customers a cross-category choice through ‘Aasras’, their newly-established saree boutique. Inaugurated in September this year, Aasras covers a 300 sqft display area on the first floor of Jugal Kishore Jewellers’ 3-storied building.

The boutique has a vast range of Banarasi sarees such as rangkart, jamdani, jangla, and meenakari. Sarees on real Zari work, silk, katan and a host of traditional favourites such as Nilambari (silver-blue saree), Raktambari (red sarees), and Shwetambari complete the artsy, chandeliers-clad interior décorof the showroom with a silver jewellery and gifting section on the first floor.

Aasras imbibes true Banarasi ambience and keeps sarees with a vast price range of Rs 20,000-2 lakhs. The place also has a range of apparel using Banarasi fabric stitched into beautiful suit pieces and lehengas. The floor has a private space for families of the prospective buyer, who can try different jewellery pieces and clothes for utmost delight and great experience in a private room. 

Being a graduate in designing from National Institute of Fashion Technology, textiles were always at the back of her mind, maintained Aastha Rastogi, Owner, Aasra and partner of Jugal Kishore The Jeweller.“I used to organize workshops with lady customers who used to attract a lot of footfalls. In 2020, we had organized a special Karwa Chauth event where we gave each customer a complete look with make-up, hair designer and sarees. The event became very popular and many participants actually approached to buy the complete look, including the sarees,” Aastha said, adding that the decision to introduce a separate clothing section inside the showroom stemmed from such a promising response.

According to Aastha, the saree boutique will save the effort and time of customers with a wholesome exhibit of Banarasi sarees and jewellery under one roof. “The quality of the sarees is one of the top priorities at Aasras. So, we keep very fine pure handloom and silk varieties. If the customer wants to buy a wedding trousseau, Aasras should have everything in store for them,” Aastha added. Footfall is rising and the brand is already planning construction of another private room on the second floor of the jewellery showroom.

Written by Manoj Chakraborty

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