An artisanal journey across apparel, jewellery, and home, echoing India’s coastal rhythms through craft and design

Mumbai : Jaypore, India’s beloved artisanal lifestyle brand from the house of Aditya Birla Fashion and Retail Ltd., presents Letters to the Sea, a campaign and collection that draws its spirit from the vastness of India’s coasts.

Like letters carried by the tide, the collection is a lyrical ode to the shore, to monsoon-washed skies, salt-laden breezes, and the rhythm of waves meeting land. Letters to the Sea reflects the beauty of what the ocean leaves behind and how it shapes stories, memories, and craft traditions.

Speaking about the launch, Manu Gupta, Vice President & Brand Head, Jaypore, said, “What the sea leaves behind, we have shaped into handcrafted treasures. Letters to the Sea is a collection that speaks to the heart, a reminder of the beauty and serenity found along India’s coasts. At Jaypore, we continue to celebrate heritage by reimagining it through design, creating pieces that are both timeless and fashion-forward.”

In this collection, India’s coastal essence finds voice across apparel, jewellery and home. Silhouettes flow like ocean tides, crafted for seaside retreats, urban strolls and everyday rituals. Sarees echo the timeless rhythm of waves, fluid, rooted and woven with artisanal mastery. Handwoven linens carry breezy warmth, adorned with coastal florals that capture the poetry of salt air and monsoon skies.

The jewellery line gleams with a quiet radiance, soft as moonlight on misty horizons. From delicate beaded accents to luminous pieces reminiscent of the sea’s devotion, each jewel is like a keepsake of the coast, a story crystallized in craft.

Completing the narrative is Jaypore’s home collection, where coastal living becomes part of everyday life. Mango-wood serveware carved with tropical allure, hand-painted ceramics with spice-toned motifs, and breezy linens create soulful spaces that echo India’s shores in every feast and intimate gathering.

With Letters to the Sea, Jaypore invites patrons to carry the coast with them, to wear its stories, to adorn its jewels and to live its spirit in the embrace of home.

The collection is now available across Jaypore stores and online at https://www.jaypore.com/m/coastal