ellementry, a lifestyle brand that has transformed many homes with its unique aesthetics inspired by the elements, is now in Calcutta. Located on Loudon street, the 1,100sq ft (approx) store which is also the 13th outlet of the brand in the country, has a three-decade-long legacy of wowing the world with its exquisite product range.
ellementry is a brand that the likes of Rhea and Sonam Kapoor Ahuja swear by, for each of the products is handcrafted by skilled artisans and made of sustainable materials and lots of love to jazz up any corner of your house.
Once you enter the store, you will be welcomed by a unique aesthetic where every corner and table seems straight out of Instagram. With the belief that basic fundamentals of good living and design are as elementary as the unison of form and function, the brand focuses on the nitty-gritties. The detailing in craftmanship is mindblowing and yet most of the products are easy on the pocket.
Ayush Baid, founder of ellementry, is particularly excited to get the brand to Calcutta. “We are happy to take the Indian handcrafted, sustainable homeware brand, ellementry, places. And let me tell you, this is a big moment for us that a culturally rich place like Calcutta is now home to our collection,” he said.
While for 22-year-old Prerna Chokhany, franchisee of the Calcutta outlet, it’s an ecstatic moment to get to the city a brand she and her mother loves. “Calcutta needed the brand here honestly. Personally, I love the products that are handmade by artists and craftspeople and have a fusion of beauty and utility, materials and finishes. They are also sustainable and the products look just as good as they do good. Culture revival and food-safe are the other strong points of the brand,” said Prerna.
The Telegraph walked through the store across two floors and here’s what we loved...
Looking for utility stuff? This product doubles as a roti holder and arti thali! Rs 4,250
Ellementry houses a great gifting range for every kind of occasion and taste. We loved this ceramic tea set for four. Rs 5,990
Made of mango wood, how cute is this bird napkin ring?! Rs 490 for a pair
What: ellementry
Where: 22A Loudon Street
When: Open all days
Timings: 11am to 8pm
Give a touch of countryside to your wall with this range of farmhouse flair wall mirrors. These are available in square, oval and round shapes and have a white speckled border. Starts at Rs 4,390
Keep it in the living room or highlight a corner in the dining room, this sofa is a versatile piece. Rs 35,550
Jazz up your living room with this pretty table lamp (Rs 4,990) and a storage table (Rs 9,200)
The first floor has a lot of stunning furniture and lighting for the living, dining, and bedroom. It also includes handmade wall accents and centrepieces for your home and tables.
Ditch the plastic bottle for these eco-friendly glass bottles that are priced at Rs 590 onwards.
Eggshell metal garlic, onion storage bin with wooden lid will add aesthetic beauty to your kitchen. Starts Rs 990 onwards
Love floral motifs? You will be bowled over by their Frangipani collection. From wooden candle holder, serving bowls to organisers, the range is stunning with hand-painted frangipani flowers.