Joy Alukkas - Super Brands

bracelets and four different sizes of chains across
all Joyalukkas showrooms.
To top it all, Joyalukkas was awarded the
distinction of being a Superbrand in the UAE for
seven consecutive years, from 2010 – 2016.
The recognition continued with Joyalukkas
winning accolades at the National Jewellery
Awards organised by the All India Gems and
Jewellery Trade Federation (GJF). Apart from
winning the Best Single Retail Store of the Year,
the Joyalukkas Chennai showroom has also been
recognised by the “Limca Book of Records” as the
“largest showroom in the world”.
MARKET
“The World’s Favourite Jeweller” – taking this
tag as an inspiration, Joyalukkas aims to celebrate
the beauty of every woman by offering the best
jewellery at the best prices. It is this inspiration
that has seen Joyalukkas emerge today as one
of the world’s foremost Jewellery retailers. With
showrooms across the GCC, India, Singapore,
Malaysia and the UK, and a strong market share
within the Asian expatriate communities in these
countries, Joyalukkas is a global Jewellery retail
chain offering exquisite jewellery in gold, diamonds,
platinum, precious stones, polki and pearls.
Joyalukkas is renowned for its holistic mix of
marketing strategies, which include distinct abovethe-line, below-the-line and in-store activities.
Joyalukkas’ strategy is adapted to suit the market
in which they operate and retain the position of
“brand of choice” in their customer’s minds.
Keeping in line with the company’s mission to
adhere to globally approved processes and norms
and creating a successful value chain for associates,
constant research is undertaken to measure and
update the latest trends in jewellery, and steps are
accordingly taken to cater to them.
Considering the modern retailing trends,
Joyalukkas has boosted its omni-channel marketing
along with tie-ups with major online stores. The
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chain has also made its presence felt in the online
space with dedicated FB pages as well as a string
of digital marketing activities.
The world’s favourite jeweller has chalked out its
strategy for the future as well, with plans to open
new stores in USA, Qatar, KSA, Kuwait, India, and
Oman among many other locations.
by Dubai Service Excellence Scheme (DSES), an
initiative of the Dubai Economic Department.
Joyalukkas underlined their premium status in
the customers’ minds by winning the prestigious
Consumers Choice Award 2008.
The Retail Jeweller India Awards, which is the
single yardstick that celebrates and rewards the
ACHIEVEMENTS
As the company started
expanding its presence in
the Middle East, Joyalukkas
started following world-class
specifications for products,
services and systems, to
maintain international standards,
facilitate international trade, as well as to ensure
quality, safety and efficiency. For this purpose, the
chain contacted an external agency to obtain ISO
certification and thus, Joyalukkas Jewellery set
off on the path of excellence by becoming the
first, and only, jeweller in the UAE to be awarded
both the ISO 9001:2008 and ISO 14001:2004
certification. This recognition has helped the
jewellery chain to access new markets and
facilitate free and fair global trade.
Joyalukkas has also been recognised by the
Dubai Quality Appreciation Program (DQAP)
in the Trade category. His Highness Sheikh
Mohammed bin Rashid Al Maktoum, UAE Vice
President, Prime Minister and Ruler of Dubai
officially presented the Certificate of Appreciation
to Mr. Joy Alukkas, Chairman of Joyalukkas Group,
at an award ceremony held at the Grand Hyatt,
Dubai.
Continuing the saga of creating impressions that
last, Joyalukkas won the RetailME - Best Retailer
of the Year award in Dubai and the Best Jewellery
Retailer award in the Ahlan Masala Lifestyle
Awards 2008.
The global Jewellery chain was also the proud
recipient of the Best Service Performance Brand
HISTORY
Mr Joy Alukkas is a visionary. When very few
had the foresight to see the opportunities in the
desert, Mr Joy Alukkas saw an oasis of possibilities.
He set up his first Jewellery showroom in Abu
Dhabi in 1987, soon expanding to Dubai, Sharjah,
Al Ain and Ras Al Khaimah. Under his leadership,
the company has set out to become the world’s
Businesses of the Joyalukkas Group include the
following:
l Joyalukkas Jewellery - An over
110-showroom chain spread across UAE,
Bahrain, KSA, Qatar, Kuwait, Oman,
Singapore, Malaysia, UK and India.
l Joyalukkas Money Exchange - A
chain of money exchange centres
based in India, Kuwait, Oman and the
UAE.
l Jolly Silks - A fashion and silks retail
destination offering customers a wide range
of stylish and traditional apparel across India,
UAE, Oman and Kuwait.
l Joy Jets - A full-service charter operator and
the first and only luxury air charter service
operator in Kerala, India.
l Mall of Joy - A popular leisure, entertainment
and shopping destination themed around
celebrations and weddings.
l Joyalukkas Lifestyle Developers - The Real
Estate division of the Joyalukkas Group, creating
exclusive lifestyle communities for middle to upper
income groups. The first project of the group
under its realty division is Gold Tower, Kochi, which
is a premium real estate project in the heart of
Kochi, Kerala.
PROMOTION
highest achievers in India’s dynamic jewellery
industry, presented Joyalukkas with the Regional
Retail Chain of the Year award in India, in August
2010.
The Group has also been honoured with the
Times Group’s Brand Icon award in 2014 as a
global jeweller.
As a tribute to the 2015 Dubai Shopping
Festival and the dynamic spirit of Dubai,
Joyalukkas helped manufacture the world’s longest
handmade, gold chain officially certified by the
esteemed Guinness Book of World Records. The
5.5km Dubai Celebration chain is completely
handmade and is an initiative that celebrates the
twentieth edition of DSF and the world-recordbreaking spirit of Dubai. The historic memento
was also available for purchase in the form of
massive scale. It educates the public about the
necessary steps and precautions to be taken to
prevent this disease.
l Blood Donor’s Forum - A regular drive
in association with leading hospitals, where
employees of Joyalukkas donate blood. Till date,
the Joyalukkas team has organised 50 blood
donation drives.
l Joyalukkas Foundation - An initiative that aims
to serve the under privileged families across the
world.
l Joy4Earth - An environment awareness and
protection programme.
Joyalukkas is the only jeweller in the UAE to
receive ISO 9001 certification - meaning every
product, service and system adheres to the
strictest norms and meets international standards.
Brand Joyalukkas is also associated with various
world-renowned authentication bodies such as
IGI, BSI, PGI etc., to ensure that customers across
the world are assured of quality products, at all
times.
Over the years, Joyalukkas has made the jewellery
shopping experience of customers even more
rewarding with many trend-setting promotions.
Through participation in the World Gold Fiesta,
Dubai Shopping Festival and other major shopping
events, the jewellery chain has given away fantastic
prizes. These include luxury cars, apartments, gold
and diamonds to lucky customers. In fact, prizes
worth up to one million were given away in the
mega promotion titled “Festival of A Million”.
Joyalukkas customers also won the maximum
number of prizes during this mega DSF campaign.
Throughout the year, the company has several
unique promotions during festivals like Diwali, Eid,
foremost jeweller, establishing its foothold in
Onam, Akshaya Tritiya, Dhanteras and on special
international markets. These include the UK, UAE,
occasions like Valentine’s Day.
www.joyalukkas.com
Kuwait, Oman, Bahrain, Qatar, Kingdom of Saudi
The success of every global retailer depends
Arabia, Singapore, Malaysia and India.
on its relationship with customers which is
THINGS YOU DIDN’T KNOW ABOUT
Today, Joyalukkas is a multi-billion dollar
why Joyalukkas reaches out to people through
conglomerate, with over 110 jewellery
extensive marketing activities across different
JOYALUKKAS
showrooms across the world, and a customer
media like print, radio, TV, and outdoor placements,
base of more than ten million worldwide. Over
among others.
l Joyalukkas houses India’s first unique
the years, the company has expanded their
Considering the large number of people
Diamond Cave at their showroom in
business interests to include money exchange,
active on social media today, Joyalukkas has a
Chennai, India.
malls, fashion and silks, real estate and luxury
dedicated team overseeing electronic marketing
l Joyalukkas is the only jeweller to
aviation. In 2017, the brand will be celebrating
activities, which include e-mail blasts, web banner
be conferred the ISO 9001:2008 and
three decades of excellence.
placements, FB posts and more.
ISO14001:2004 in the UAE.
l In 2011, Joyalukkas’ Chennai showroom was
PRODUCTS
BRAND VALUES
recognised as the “World’s Largest Jewellery
Beautiful craftsmanship, consistent delivery of high The Joyalukkas brand believes in adhering to the
Showroom” by the Limca Book of Records.
quality, from-the-heart service and an ever-growing highest standards of ethics and professionalism at
l Joyalukkas is one of the few retailers to
global presence are the secrets behind the longall times. As a world-class jewellery chain, it aspires
have been recognized by the Dubai Quality
lasting relationships of Joyalukkas with its huge
to be the best in product, design, value and service
Appreciation Programme (DQAP) in the
base of customers around the world.
for clients while offering superior returns to their
trade category.
Joyalukkas’ mission is to win the heart of
stakeholders and generating growth to deliver
l Big Joyalukkas, located in Bur Dubai, Dubai is
customers across every segment. This has seen the consistent results. Joyalukkas believes in placing
the biggest jewellery showroom in the Middle
rise of several brands and sub-brands that have
its customers, associates and employees at the
East.
become immensely popular with customers:
centre of all their activities and fostering a culture
l Joyalukkas is actively involved in several
l Diamond jewellery brand: Pride
of excellence and innovation. The company and its
corporate social activities on a global level.
l Polki jewellery brand: Eleganza
staff feel responsible for the communities in which
l Joyalukkas has been awarded Superbrand
l Precious stone jewellery brand: Ratna
they live and work and to the world community
status in the UAE for seven years in a row,
l Pearl jewellery brand: Masaaki
as well. To this end, the company ensures that it
from 2010 – 2016.
l Gold jewellery brands: Apurva, Zenina, Veda
helps the community through several initiatives.
l Joyalukkas is the only jewellery brand to
l Kids’ jewellery brand: Li’l Joy
These include the following:
launch a mass media breast cancer awareness
Through certifications and authentications from l My 0.50 - A daily contribution of 50 fils from
initiative, Joyalukkas Think Pink.
renowned and recognised bodies around the
each employee’s salary goes towards a worthy
l The “My 0.50” CSR initiative won Joyalukkas
world, Joyalukkas ensures that only the highest
cause - which is then matched by an equal
accolades at the Best Practice Conference in
quality of materials goes into the making of its
contribution by Mr. Joy Alukkas. The “My 0.50”
2009.
jewellery. The globally renowned jeweller also
scheme has raised over AED 2 million so far, and
l Joy Alukkas is the only jeweller based in the
offers a 100% lifetime money back guarantee to
has transformed the lives of thousands of people.
Middle East to be featured in the Forbes India
l Joyalukkas Think Pink - A mass media breast
ensure 100% peace of mind for its customers.
Rich List.
The Joyalukkas Group – Joy in all aspects of life
cancer awareness initiative, undertaken on a