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World's favourite jeweller


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The Joyalukkas Group has rapidly expanded its foothold all over the globe since its inception in 1987. The Group has grown tremendously, with over 10 million customers, employing a highly committed and satisfied team of over 5,000 people in nine countries. The phenomenal success of Joyalukkas has been driven by an unstinting commitment to quality, a fact that has been widely recognised.

Joyalukkas jewellery was the first jewellery retailer to be awarded the prestigious ISO 9001:2008 and 14001:2004 certification. This was only the beginning for the series of achievements that followed.

Joyalukkas has been hailed as the world’s favourite jeweller, not without reason. They are also the jewellery chain to be conferred with the honour of the Retailer of the Year in the Middle East. In addition, Joyalukkas has the distinction of being awarded the Dubai Quality Awards Certification by HH Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of UAE and Ruler of Dubai. Significantly, the jewellery retail chain is the only jeweller to have been awarded the Superbrand status in the UAE for three consecutive years, from 2010 to 2012.

Currently the Joyalukkas Group operations include Jewellery, Money Exchange, Luxury Air Charter, Fashion & Silks & Malls. The Group’s vision is to ‘enhance lifestyle’s’ and all businesses the group is currently involved in works towards this vision.

The Joyalukkas Group has also always believed that the people and the community within which it operates are the cornerstones for its success and as such is actively involved in CSR (Corporate Social Responsibility) activities across the world. Joyalukkas consistently undertakes various programs to help the needy and encourages causes that benefit the society. From building homes to helping flood victims, blood donations or helping expats with financial assistance to return home, the Group has always believed in being there when needed the most.

 Joy Alukkas followed in his visionary father’s footsteps and expanded the ‘Joy Alukkas’ name to a global level. His father Varghese Alukkas started his first jewellery showroom in 1956 and since then Joy Alukkas has made ‘Joyalukkas’ a household name in jewellery. Joy Alukkas took his first step by setting up the jewellery showroom in UAE in the year 1987, since then there has been no looking back.

Joy Alukkas’s success is the result of his forethought. In 1987, when he flew to UAE to explore the untapped market, little did he realise that he was going to change the way the world looked at jewellery. He set up his first shop in Abu Dhabi followed by Dubai, Sharjah, Al Ain and Ras al-Khaimah. The expansion since then has continued to rope in countries like India, UK, Qatar, Oman, Bahrain, Kuwait and Saudi Arabia & Singapore.
Despite running a multi dollar retail gold and diamond jewellery business halfway across the world, Joy Alukkas wears his success lightly. He has his ear to the ground, his finger on the pulse and his feet on the ground. The fact is Joy Alukkas got to where he is because he never compromised with its corporate values and strongly believed that satisfied customers are the backbone of a company.  
Joy Alukkas became the first jeweller in the Middle East to be awarded both the ISO 9001 and ISO 14001 certification and to be recognised by the Dubai government with the Dubai Quality Award under Trade category in 2008. The Joyalukkas group has received a long list of awards under his leadership.
It was due to his vision that Joyalukkas CSR (Corporate Social Responsibility) efforts were given shape through unique business models. Such an effort is the first of its kind by any jewellery retail chain. For someone who has rarely – if ever – based his decisions on the more modern management tools such as graphs, scales and projections, Joy Alukkas’s meteoric rise is a role model of entrepreneurial grit and intuitive enterprise.
Joy Alukkas revolutionised retail jewellery trade in India by introducing training programs for his employees and also created the concept of “wedding centre” within the jewellery store. Many a feather is attached to the success hat of Joy Alukkas, including the opening of the world’s largest showroom and the first Diamond Cave in Chennai, India, considered the jewellery hub of India. The phenomenal success of this showroom and this unique concept has proved his foresight and business acumen. Today Joy Alukkas leads the various business interests of the Group which includes, Jewellery, Money Exchange, Malls, Fashion & Silks & Luxury Air Charter.


To become a global brand by ornamenting the world.
To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions, adhering to globally approved processes and norms and creating a successful value- chain for our associates.
Prasanth Real Gold Tower, # 39,North Usman Road,T Nagar Chennai, Tamilnadu 600017
044 2815 5655





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