PC Chandra Jewellers link alphabet letters to feelings and their jewellery

The jeweller released two books at the International Book Fair in Kolkata this year.   The second book titled ‘Story of Rare Diamonds’ provides insights and information about some of the world’s most famous diamonds 

Kolkata: At the recently concluded International Book Fair in Kolkata, P. C. Chandra Jewellers set up a stall as part of its social initiative ‘Gyanbriksha’ to encourage the habit of reading among its customers and those who throng the book fair. The jeweller released a book at the event, in which the letters of the alphabet have been associated with different feelings and linked back to jewellery created by the brand. Another book released by the brand is titled ‘Story of Rare Diamonds’, and penned by a close relative of the joint managing director. It has ample insights and information about some of the world’s most famous diamonds.

The book collection at the stall not only features volumes exploring the intricate realms of jewellery, gemstones and diamonds but also has narratives on the lives and legacies of Bengali cultural luminaries such as Satyajit Ray, Uttam Kumar and Soumitra Chattopadhyay.

Suvro Chandra, Joint Managing Director, P.C. Chandra Jewellers said, “Gyanbriksha is a wisdom tree and this year, we released a book where the alphabet and rhymes have been translated into nearly 30 languages. The letters in the alphabet have been associated with different feelings which we have linked back to jewellery created by the brand. It has been a great learning experience working on some of the languages that are quite new to us.”

The brand believes that knowledge is an important part of everyone’s life and incorporates the value of learning in its operations. This thought has led the jeweller to be associated with the book fair for several years, and it goes beyond commercial interests. As a socially responsible corporate entity, P. C. Chandra Jewellers recognizes the profound significance of preserving Bengal’s rich tradition and culture and supports the book fair’s role in promoting literacy and intellectual engagement within the community. 

“The brand’s commitment to this initiative extends to curating an extensive array of engaging literature and charming cartoons tailored specifically for children, with the aim of instilling a lifelong love for reading from an early age,” added Chandra.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive