Joyalukkas

Joyalukkas , one of the world's most recognized Indian jewellery retail chains, traces its remarkable journey back to 1956 when Alukka Joseph Varghese (Varghese Alukkas) established Alukkas Jewellery in Thrissur, Kerala, laying the foundation for what would become a global jewellery empire. The brand was officially rebranded as Joyalukkas in 2005 under the leadership of Joy Alukkas, who transformed the family business into an international powerhouse. From a modest beginning serving the Indian expatriate community in Abu Dhabi, where the first UAE showroom opened around 1988, Joyalukkas has grown to operate over 190 opulent showrooms across 11 countries spanning Asia, the Middle East, Europe, and North America, with ambitious plans to expand to 230 showrooms by FY2026.

The brand's founding philosophy centered on understanding the unique needs of the Indian diaspora abroad - their desire for trusted, authentic Indian jewellery that connects them to their cultural roots during weddings, festivals, and celebrations. This NRI-first approach became the cornerstone of Joyalukkas' international expansion strategy and continues to drive their global presence today. Joy Alukkas recognized that Indians living abroad often struggled to find jewellers they could trust for significant purchases like wedding jewellery, and he positioned Joyalukkas as the solution - a brand that offers the same quality, designs, and trust whether you're shopping in Thrissur or Dubai, London or New York.

The international presence of Joyalukkas is truly unmatched among Indian jewellery retailers. Beyond their strong network of approximately 100 showrooms in India, they operate extensively in the UAE (with stores in Dubai, Abu Dhabi, Sharjah, Ajman, and Fujairah), Saudi Arabia (Riyadh, Jeddah, Dammam), Kuwait, Qatar, Bahrain, Oman (with their fifth showroom recently opened in Salalah), Singapore, Malaysia, the United Kingdom (London), and the United States (New Jersey, Texas, Illinois). In late 2025, Joyalukkas announced ambitious expansion plans including entry into new markets like Canada and New Zealand, with approximately 15 of their planned 40 new showrooms being international locations. This global footprint enables their signature proposition: buy anywhere, exchange anywhere - a feature that has proven invaluable for the millions of NRIs who move between countries and want the flexibility to exchange or upgrade their jewellery regardless of location.

Joyalukkas showrooms have earned international acclaim for their award-winning architecture and luxurious ambiance. The brand has received multiple retail design awards for creating shopping experiences that match or exceed the finest luxury retail establishments worldwide. Each showroom is designed to provide an opulent yet welcoming environment where customers can browse extensive collections at leisure. Recent store openings in 2025 include a new showroom in Fujairah (October 2025), a grand store at Ibn Battuta Mall in Dubai (September 2025), the fifth Sharjah showroom in the Rolla area (November 2025), and continued expansion across India. The company has also partnered with Zoho to implement a comprehensive customer experience platform across all stores, enhancing the shopping experience through unified sales, service, and customer data management.

The product portfolio at Joyalukkas is thoughtfully curated to serve diverse tastes, occasions, and cultural traditions from across the Indian subcontinent and beyond. The Veda collection features divine temple-inspired designs with intricate deity motifs that appeal to customers seeking spiritual and traditional pieces. Apurva showcases antique gold designs with heritage craftsmanship that evokes the grandeur of royal Indian jewellery. Pride represents their premium diamond offerings featuring internationally certified stones in contemporary and classic settings. Eleganza brings Italian design sensibilities to Indian jewellery, offering sophisticated pieces for modern occasions. Zenina celebrates Arabian aesthetics with designs that resonate with customers in the Gulf region. Seeta Kalyanam and Krishna Leela are narrative-driven collections that draw on Hindu mythology and cultural stories. Ratna features precious and semi-precious gemstones including rubies, emeralds, sapphires, and more. Masaaki is their dedicated platinum collection for customers seeking alternatives to traditional gold. Bella offers contemporary designs for young professionals, while Spring and Yuva target younger demographics with lighter, trendier pieces. Li'l Joy caters specifically to children with safe, age-appropriate, playful designs for naming ceremonies, birthdays, and special occasions.

Making charges at Joyalukkas range from ₹280 to ₹650 per gram, positioning them competitively among premium national chains. This pricing reflects their brand positioning as accessible luxury - quality, craftsmanship, and showroom experience comparable to the finest jewellers but without extreme premiums that would put them out of reach for middle-class families. The pricing structure is transparent, with charges varying based on design complexity, craftsmanship requirements, and whether pieces are mass-produced or handcrafted. For customers comparing options, Joyalukkas offers a compelling value proposition: international brand recognition, global exchange flexibility, and consistent quality at moderate premiums over regional jewellers.

The Joyalukkas Guarantee Card is a comprehensive documentation system that accompanies every purchase, certifying gold purity (BIS hallmarked), exact weight verified in the customer's presence, making charges applied, and complete stone details including certification for diamonds. This documentation provides total transparency and enables smooth exchange transactions at any Joyalukkas store worldwide - a customer can confidently present their Guarantee Card in any country and receive full gold value for exchange or upgrade. Diamonds sold by Joyalukkas are certified by international laboratories including IGI (International Gemological Institute) and GIA (Gemological Institute of America), ensuring customers can trust the quality and grading of their diamond purchases.

Joyalukkas Easy Buy is the brand's popular gold savings scheme designed to make significant jewellery purchases more accessible for families. Customers can enroll and make monthly deposits starting from ₹1,000 for 11 months. At the end of the scheme period, the 12th month is given free as a bonus - essentially providing approximately 8% additional value on their savings. The total accumulated amount plus bonus can be used to purchase any jewellery from Joyalukkas' extensive collections. This scheme has become particularly popular among families planning wedding purchases, as it allows systematic savings over 1-2 years while earning meaningful bonus benefits. The Easy Buy scheme also serves as a hedge against gold price volatility, as the gold rate is fixed at the time of purchase rather than enrollment.

The company maintains robust manufacturing capabilities with in-house design teams and production facilities that ensure quality control from concept to finished product. New collections are launched regularly to capture seasonal trends, festival occasions, and evolving fashion sensibilities. The design philosophy balances respect for traditional Indian aesthetics with contemporary sensibilities - creating pieces that honor heritage while appealing to modern tastes. Joyalukkas employs skilled artisans who specialize in various techniques from traditional Kerala goldsmith work to modern machine-assisted manufacturing, ensuring they can deliver both intricate handcrafted pieces and efficiently produced everyday jewellery.

In July 2025, Joyalukkas demonstrated its growth ambitions by securing a substantial working capital facility of AED 500 million (approximately ₹1,100 crore) from Emirates NBD, one of the largest banks in the UAE. This capital supports their aggressive international expansion plans, aids inventory management across their global network, facilitates supplier payments, and ensures adequate liquidity during peak demand seasons like Diwali, Akshaya Tritiya, and the wedding season. The projected turnover for FY2026 is approximately ₹35,000 crore, up from around ₹30,000 crore in FY2025, with expectations to reach ₹41,000 crore by FY2027 as expansion continues.

Celebrity endorsements have played a significant role in building Joyalukkas' brand recognition across India's diverse markets. The brand has partnered with prominent Bollywood stars and regional film celebrities who resonate with different customer segments. These associations emphasize the brand's core values of trust, quality, tradition, and the unique global exchange proposition that sets Joyalukkas apart from competitors.

Joyalukkas offers comprehensive after-sales services that extend the relationship beyond the initial purchase. Services include professional cleaning, polishing, maintenance, and repairs at any showroom worldwide. Given their presence across multiple time zones, customer service is available to support customers whenever they need assistance. The brand also provides insurance guidance, certification verification, and expert consultations for customers considering significant purchases or looking to build comprehensive jewellery collections.

With an employee count exceeding 8,000 globally across retail, manufacturing, design, and support functions, Joyalukkas has created significant employment while maintaining the service standards that define their brand. The company emphasizes training and development to ensure consistent customer experiences across all locations. The family continues to be actively involved in management, with the founding family maintaining leadership roles while professionalizing operations to support global scale.

For NRI customers, Joyalukkas offers unparalleled convenience and trust. The ability to buy jewellery during an India visit and later exchange it at a store near their residence in Dubai, London, Singapore, or New York eliminates the uncertainty and logistical challenges that typically accompany cross-border jewellery purchases. This global flexibility, combined with consistent quality standards and transparent documentation, makes Joyalukkas the natural choice for the Indian diaspora worldwide.