Rrishii Kaushik, Aparajita Ghosh Das and Tota at the Jazzy Juelry launch. Picture by Pabitra Das

Actor Tota Roy Chowdhury’s latest venture has nothing to do with movies. It is a jewellery store called Jazzy Juelry, a “concept jewellery studio” at 103 Vivekananda Road (near Vivekananda Road-Bidhan Sarani crossing). Actors Aparajita Ghosh Das and Rrishii Kaushik launched the store along with Tota on Thursday.

In the 500sqft space, a counter dedicated to bangles greets you. Quaint bracelets that could be from your mother’s closet find space alongside modern pieces. You can also choose from a wide selection of necklaces. Take your pick from sterling silver, imitation kundan and pendants and earrings made of wood, plastic, shell, brass, copper, clay and surgical steel.

For the men, there are cufflinks, wrist bands and chains along with a “child proof” section for kids.

“There’s something to wear at any occasion, whether it’s work, a casual space or a party. The collection would suit western outfits well,” said Aparajita. Her Ekhane Aakash Neel love interest, Rrishii, who is “a no-jewellery person”, said that he is happy to see “fashionably backward” Calcutta move forward.

With prices starting from Rs 100 for a pair of earrings and going up to Rs 25,000 for a Vilandi range of necklaces, the store offers a wide variety.

“I try to be fashionable, especially in front of the camera, so this is a natural extension,” explained Tota, who co-stars with Rrishii and Aparajita in the STAR Jalsa serial. “Earlier I would go hopping from Metro Plaza to various malls to pick up items but it’s much easier in other cities, like Mumbai,” he said. The brand is using a nickel-free alloy treated with anti-allergic lacquer.

Brother Chandrakanta, who is in the family jewellery business, is responsible for the operations. “My grandfather started off in this locality, and I think there are far too few shops in north Calcutta, which has immense buying power, apart from being trendy,” said Tota.

Ranjabati Das