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Indian e-commerce site keeps Afghan craftsmanship alive

ANI  |  New Delhi [India] 

[India], Apr. 21 (ANI): Jewellery-making, a long-standing cultural tradition in blessed with the wealth of exquisite gemstones, has almost been wiped out by decades of conflict and rule.

However, jewellery is thriving in the international markets and has gained a cult following.

jewellery's intricate and stunning designs are proving to be irresistible for the customers. Catering to this high demand is a based e-commerce site Tjori, which offers a wide range of jewellery to the people not just in but also in some western countries.

Mansi Gupta, the CEO of Tjori online store, said: "The reason why we have jewellery in specific because it has a vintage look and it feels special when you wear it. We purchase these ornaments directly from and it does very well for us."

Tjori buys this jewellery from an Afghan trader, who brings these ornaments directly from Kabul, Afghanistan, and then it is polished before finally being put on the website for sale.

"We have almost everything in Afghan ornaments from earrings, chokers, head gears, rings, anklets, kurta buttons and waist belts and all these are traditional pieces of ornaments that the native people of wear. However, it's not available anymore because it is not manufactured now. So, these people from whom we buy this jewellery have the restored version of this jewellery. Afghan jewellery does very well for us because the price point is not exorbitant plus it is a beautiful product," said Mansi.

The Afghan jewellery is loved by many for its bohemian vibe and rare designs.

A customer visiting the store said, "I like gypsy jewellery, 'banjara' jewellery and Afghan jewellery as they have a tribal look, plus it is very raw in nature. So, I like such kind of jewellery."

War has snatched away a lot from Afghanistan, including its rich culture. These colourful ornaments are a souvenir of Afghanistan's vibrant past and stores like Tjori are keeping the Afghan craftsmanship alive.

(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)

First Published: Fri, April 21 2017. 13:22 IST