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Traditions by Pooja Backliwal

ITPL's ‘Traditions’ jewelry brand has 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 the Backliwal family 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 jewelry. The Backliwal name is still well known amongst venerable jewellers in Delhi.

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 and 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. 

Service Portfolio


  • Solitaires

  • Engagement Rings

  • Made to Order

  • Modern Jewelry

  • Polki 


At Traditions, we aim for perfection. 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. 

We work closely with our clients to find what appeals to them the most.

Click to know more about Traditions by Pooja Backliwal

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