Pooja Backliwal: Designer, Curator & Creative Visionary

At the heart of Traditions is Pooja Backliwal, whose passion for fine jewelry extends beyond design into the deeply personal relationships she builds with her clients.

Unlike conventional jewelry retailers, Pooja works closely with clients to understand not only what they wish to wear, but the story, milestone, sentiment, or legacy they wish to celebrate.

Whether creating a bespoke engagement ring, redesigning an heirloom piece, selecting a meaningful gemstone, or developing a completely custom creation, every project begins with conversation, understanding, and collaboration.

Her design philosophy combines timeless elegance with individuality, ensuring that each piece feels deeply personal while maintaining enduring aesthetic appeal.

More Than a Jewelry Store

Traditions by Pooja Backliwal operates differently from traditional jewelry showrooms.

Rather than focusing on volume retail, the brand emphasizes a highly personalized and consultative experience. Clients work directly with Pooja to explore ideas, inspirations, gemstones, designs, and custom possibilities.

This approach allows every creation to be tailored to the individual while maintaining the highest standards of craftsmanship and attention to detail.

As a result, many clients view Traditions not simply as a jeweler, but as a trusted advisor for significant life moments and special commissions.

An Appointment-Only Experience

To ensure every client receives dedicated attention, consultations are generally conducted by appointment.

This appointment-only approach allows Pooja to spend meaningful time understanding each client’s requirements, preferences, lifestyle, and vision before beginning the design process.

Whether a client is seeking a diamond engagement ring, gemstone jewelry, bridal jewelry, anniversary gift, investment-grade gemstone, or a bespoke commission, the experience is designed to be thoughtful, personal, and collaborative.

For discerning clients who value privacy, expertise, and personalized service, this approach provides an experience rarely found in traditional retail environments.

Continuing a Heritage of Over 150 Years

The story of Traditions is built upon a family heritage that spans more than 150 years.

The Backliwal family traces its origins to Bakli in Rajasthan before establishing roots in Gwalior, where they became trusted jewelers to the royal family of Gwalior.

In the nineteenth century, members of the family relocated to Delhi, where they earned recognition among the city’s respected merchant and trading communities. Over generations, the family developed expertise in jewelry, art, antiques, and collectibles, building a reputation founded upon trust, integrity, and quality.

The Backliwal name continues to be recognized among established jewellers, traders, collectors, and business families in Delhi.

The family’s legacy was further strengthened by Pooja Backliwal’s grandfather-in-law, Shri Jamboo Prasad Backliwal, who established the renowned Backliwals store and later Jamboo Arts Palace in the iconic E Block of Connaught Place, New Delhi. These establishments became synonymous with quality, trust, and an appreciation for fine art, antiques, and jewelry.

Today, more than 150 years after the family’s arrival in Delhi, the Backliwal family continues to operate from Connaught Place, carrying forward the same principles that built its reputation across generations.

For Pooja, preserving this legacy is not merely about honoring the past. It is about ensuring that every piece created under the Traditions name reflects the values that have defined the family for generations: craftsmanship, honesty, artistry, and excellence.

Luxury Jewelry, Personal Attention

In a world increasingly dominated by mass production and fast fashion, Traditions remains committed to a different philosophy.

Every design is approached with care.

Every gemstone is selected thoughtfully.

Every client receives personal attention.

Every creation is intended to become part of a larger story.

This commitment has helped position Traditions by Pooja Backliwal among the distinctive luxury jewelry brands and bespoke jewellers serving clients in Delhi, across India, and internationally.