There is a reason Chikankari remains closely tied to Lucknow's identity. Its intricate embroidery carries the city's craft heritage into everyday wardrobes and festive occasions alike.

Adding a new chapter to this legacy, Nazakat Chikan is opening its new store in Janpath Market, Hazratganj, this Sunday, November 1. Founded in 2016, the brand has catered to over 1,000 families in Lucknow, building its business around Chikankari, in-house manufacturing and artisan livelihoods. The new store brings this craftsmanship to a larger, colonial aesthetic-inspired retail space.

Walk into the new space, and the first thing that catches your attention is the design. Taking inspiration from British-era interiors, the store features extensive wooden detailing, teak finishes, large chandeliers, mashaal-inspired lighting and decorative bull horns and deer heads. The overall aesthetic leans towards a heritage-inspired luxury setting, with a design language that draws from grand interiors rather than the conventional layout of a clothing store.

The idea is to give shoppers room to explore the collection at their own pace, whether they are looking for something understated for everyday wear or a more elaborate outfit for a special occasion.

At the heart of Nazakat Chikan is a craft that has long been associated with Lucknow's cultural identity. Its clothing range brings together Chikankari-led designs for different occasions, with the brand's in-house design and manufacturing setup giving it greater control over how its collections are developed.

The appeal lies in the versatility of the embroidery. Depending on the fabric, cut and detailing, Chikankari can work just as well for a relaxed daytime outing as it can for a family celebration or a festive gathering. The brand's emphasis on designing in-house also allows it to develop styles that balance traditional needlework with contemporary preferences.

For a craft such as Chikankari, the people behind the embroidery are as important as the finished garment. The brand aims to provide artisans with better earning opportunities, pay them well for their work and create livelihoods through sustained engagement with the craft.

Women's empowerment and support for underprivileged communities are also part of their vision. This is where the business connects with a larger conversation around Lucknow's handicraft economy.

Lucknow's identity and Chikankari have long gone hand in hand. For businesses working in this space, the opportunity is not simply to sell more embroidered garments but to help the craft find new audiences while retaining its connection to the city.

Nazakat's vision of One Lucknow, One Chikankari reflects this intent. Its focus on in-house production, artisan livelihoods and collaborations with designers is an attempt to build a business around the craft rather than treating it as just another fashion trend.

Founded by brothers Mohit Amarnani and Hitesh Amarnani, Nazakat began with a shared ambition that has since taken the brand beyond Lucknow's borders. With loyal clients across India and beyond, the duo has worked to bring Chikankari to a wider audience while keeping the craft at the heart of the brand.

The approach also aligns with the broader objectives of Uttar Pradesh's One District One Product (ODOP) initiative, which promotes the state's distinctive local products and traditional industries.

Nazakat's new store also addresses a familiar concern for anyone shopping in Janpath Market: parking. The brand's premises will offer dedicated parking for up to eight cars, along with valet parking, providing an added convenience in an area where finding a spot can be difficult.

So, if you're planning your next Chikankari shopping spree, mark your calendar. Nazakat Chikan opens its new store this Sunday, November 1, at Janpath Market, Hazratganj, Lucknow. Drop by to explore its clothing collection, take in the heritage-inspired interiors and find a piece that catches your eye.