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Our Story

TRADITIONS by Pooja Backliwal
Pooja Backliwal Best Jewellery Designer

Pooja Backliwal

The ‘Traditions’ jewelry brand has behind it a remarkable history which goes back as far as the late 19th century. The Backliwal family has its roots in Gwalior, Madhya Pradesh; where their list of patrons included the royal family of Gwalior. In the mid-19th century our forefathers relocated to the capital city and made a name for themselves as one of the prominent ‘seths’ of Old Delhi, dealing in art, antiques, and jewellery. The Backliwal name is still well known amongst venerable jewellers in Delhi.


Our grandfather, Shri Jamboo Prasad Backliwal established himself in the business of art and jewellery with his shop ‘Jamboo Arts Palace’ at the historic Connaught Place market. 150 years later, we work out of our office in Connaught Place with the same emphasis on quality and honesty in all our dealings. We strive for excellence and take pride in upholding the Backliwal family name and tradition. 

Membership: Delhi Jewellers Association (DJA)

Membership: New Delhi Traders Association (NDTA)

Membership: FICCI FLO Ladies

Founder Membership: Apex Chamber of Commerce & Industries of Delhi NCT (ACCI)

Timeless Jewelry
Each piece of jewellery is hand-crafted with the utmost care and attention. Every detail is tended to, and every aspect is scrutinised to ensure a flawless finished product. We use only the finest gemstones, precious and semi-precious, and the best quality of diamonds. 
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