MARKET to Mr , Chairman HISTORY “The World’s Favourite Jeweller” – taking this of Group, at an Mr Joy Alukkas is a visionary. tag as an inspiration, Joyalukkas aims to celebrate award ceremony held at When very few had the the beauty of every woman by offering the best the Grand Hyatt, . foresight to see the Jewellery, at the best prices. It is this inspiration that Continuing the saga of opportunities in the has seen Joyalukkas emerge today as one of the creating impressions desert, Mr. Joy Alukkas world’s foremost Jewellery retailers. that last, Joyalukkas saw an oasis of With showrooms across the GCC, , won the RetailME possibilities. He set , and the UK, and a strong - Best Retailer of up his first Jewellery market share within the Asian diaspora, Joyalukkas the Year award in showroom in Abu is a global Jewellery retail chain offering exquisite Dubai and the Best Dhabi in 1987, soon Jewellery in Gold, Diamonds, Platinum, Precious Jewellery Retailer expanding to Dubai, stones, Polki and Pearls. award in the Ahlan , and Joyalukkas is renowned for its holistic mix of Masala Lifestyle Ras Al Khaimah. marketing strategies, which includes distinct above- Awards 2008. Under his leadership the-line, below-the-line and in-store activities. The global the company has Joyalukkas’ strategy is adapted to suit the market Jewellery chain set out to become in which they operate and retain the position of was also the proud the world’s foremost “brand of choice” in their customers’ minds. recipient of the Best Jeweller, establishing its Keeping in line with the company’s mission to Service Performance foothold in international adhere to globally approved processes and norms Brand by Dubai Service markets. These include the and creating a successful value chain for associates, Excellence Scheme UK, UAE, , , constant research is undertaken to measure and (DSES), an initiative of the , , Kingdom of update the latest trends in Jewellery, and steps are Dubai Economic Department , Singapore, Malaysia accordingly taken to cater to them. Joyalukkas underlined their and India. Considering the modern retailing trends, premium status in the customers’ Today Joyalukkas is a multi-billion Joyalukkas has boosted its omni-channel marketing minds by winning the prestigious dollar conglomerate, with 110 Jewellery along with tie-ups with major online stores. The Consumers Choice Award 2008. showrooms across the world, and a chain has also made its presence felt in the online The Retail Jeweller India Awards, customer base of ten million customers space with dedicated Facebook pages as well as a which is the single yardstick that worldwide. string of digital marketing activities. celebrates and rewards the highest achievers Over the years, the company has The world’s favourite jeweller has chalked out its in India’s dynamic Jewellery industry, presented expanded their business interests to strategy for the future as well, with plans to open Joyalukkas with the Regional Retail Chain of the include money exchange, malls, fashion new stores in USA, Qatar, KSA, Kuwait, India, Oman Year award in India, in August 2010. and silks, real estate and luxury aviation. In etc. As a tribute to the Dubai Shopping Festival and 2013 the brand completed 25 years of operations. the dynamic spirit of Dubai, Joyalukkas helped ACHIEVEMENTS manufacture the world’s longest handmade gold PRODUCTS As the company started expanding its presence chain officially certified by the Guinness Book of Beautiful craftsmanship, consistent delivery of high in the Middle East, Joyalukkas started following World Records. The 5.5Km chain is completely quality, from-the-heart service and an ever-growing world-class specifications for products, services handmade and is an initiative that celebrates the global presence are the secrets behind the long- and systems, to maintain international standards, twentieth edition of DSF and the world beating lasting relationships of Joyalukkas with its huge base facilitate international trade as well as to ensure spirit of Dubai. The historic memento was also of customers around the world. quality, safety and efficiency. available for purchase in the Joyalukkas’ mission is to win the heart of For this purpose, the chain form of bracelets and four customers across every segment. This has seen the contacted an external different sizes of chains rise of several brands and sub-brands that have agency to obtain ISO across all Joyalukkas become immensely popular with the customers: certification which set showrooms. Gold Jewellery brands: Joyalukkas Jewellery on To top it all, Joyalukkas l Apurva the path of excellence was awarded the l Veda by becoming the first distinction of being a l Aamira and only Jeweller in Superbrand in the UAE for l Akshaya the UAE to be awarded five consecutive years, from l Baki Amore both the ISO 9001:2008 and 2010 - 2014. l Ebru ISO 14001:2004 certification. This The recognition continued with l Teens & Twenties recognition has helped the Jewellery chain Joyalukkas winning accolades at the l Florentina to access new markets and facilitate free and National Jewellery Awards organised by the All l Madhubani fair global trade. India Gems and Jewellery Trade Federation. l Mayuri Joyalukkas has also been recognised by Apart from winning the Best Single Retail l Zenina the Dubai Quality Appreciation Program Store of the Year, the Joyalukkas Diamond Jewellery brands: in the Trade category. His Highness Sheikh showroom has also been recognised by l Pride Mohammed bin Rashid Al Maktoum, UAE the “Limca Book of Records” as the “largest l Entice Vice President, Prime Minister and Ruler of Dubai showroom in the world”. l Ovio officially presented the Certificate of Appreciation l Sumangal

66 l Bouquet rewarding with many trend-setting promotions. l Perfekt Through participation in the World Gold Fiesta, l Commitment Dubai Shopping Festival etc., the Jewellery chain Precious Stone Jewellery brands: has given away fantastic prizes. These include luxury l Ratna cars, apartments, gold and diamonds to lucky l Navaratna customers. In fact, prizes worth up to one million Polki Diamond Jewellery brand: were given away in the mega promotion titled l Eleganza “Festival of A Million”. Joyalukkas customers also Platinum Jewellery brand: won the maximum number of prizes during this l PerfektPlatino mega DSF campaign. Pearl Jewellery brand: Throughout the year the company has several l Masaaki unique promotions during festivals like Diwali, Eid, Kids Jewellery: Onam, Akshaya Tritiya, Dhanteras and on special l Li’l Joy occasions like Valentine’s Day. Through certifications and authentications from The success of every global retailer depends on renowned and recognised bodies around the its relationship with the customers. Which is why world, Joyalukkas ensures that only the highest Joyalukkas reaches out to people through extensive quality of materials goes in the making of its marketing activities across different media like print, Jewellery. The globally renowned Jeweller also offers radio, TV, outdoor etc. a 100% lifetime money back guarantee to ensure Considering the large number of people active 100% peace of mind for its customers. on social media today, Joyalukkas has a dedicated The Joyalukkas Group - Beyond Jewellery person to oversee the electronic marketing Businesses of the Joyalukkas Group include the activities which include e-mailers, web banners, FB cancer awareness initiative, undertaken on a following: posts etc. massive scale.It educates the public about the l Joyalukkas Jewellery: A 110-showroom chain necessary steps and precautions to be taken to spread across ten countries, viz., Singapore, Malaysia, prevent this disease. UK, UAE, Bahrain, KSA, Qatar, Kuwait, Oman and l Blood Donor’s Forum - A regular drive in India. association with leading hospitals, where employees l Joyalukkas Money Exchange: A chain of money of Joyalukkas donate blood. Till date, the Joyalukkas exchange centre’s based in India, Kuwait, Oman and team has organised 38 blood donation drives. the UAE. l Joyalukkas Foundation - An initiative that aims l Jolly Silks: A fashion and silks retail destination to serve the under privileged families across the offering customers a wide range of stylish and world. traditional apparels across India, UAE, Oman and l Joy4Earth - An environment awareness and Kuwait. protection programme. l Joy Jets: A full service charter operator and the Joyalukkas is the only Jeweller in the UAE to first and only luxury air charter service operator in receive ISO 9001 certification - meaning every , India. product, service and system adheres to the strictest l Mall of Joy: A popular leisure, entertainment and norms and meets international standards. Brand shopping destination, themed around celebrations Joyalukkas is also associated with various world- and weddings. renowned authentication bodies such as IGI, BSI, PGI etc., to ensure that customers across the world Joyalukkas Lifestyle Developers: The real estate BRAND VALUES are assured of quality products, at all times. division of the Joyalukkas Group, creating exclusive The Joyalukkas brand believes in adhering to the lifestyle communities for middle to upper income highest standards of ethics and professionalism at www.Joyalukkas.com groups. The first project of the group under its all times. As a world-class Jewellery chain, it aspires realty division is “Gold Tower, Kochi” which is a to be the best in product, design, value and service premium real estate project in the heart of Kochi, for clients while offering superior returns to their Kerala. stakeholders and generating growth to deliver Things you didn’t know about consistent results. Joyalukkas believes in placing PROMOTION its customers, associates and employees at the Joyalukkas Over the years, Joyalukkas has made the Jewellery centre of all their activities and fostering a culture l Joyalukkas houses India’s first and most unique shopping experience of customers even more of excellence and innovation. The company and its Diamond Cave at their showroom in Chennai, staff feel responsible for the communities in which India. they live and work and to the world community as l Joyalukkas is the only jeweller to be conferred well. To this end, the company ensures that it helps the ISO 9001:2008 and ISO14001:2004 in the the community through several initiatives. These UAE. include the following: l In 2011 Joyalukkas’ Chennai showroom was l My 0.50 - A daily contribution of 50 fils from recognised as the “World’s Largest Jewellery each employee’s salary goes towards a worthy Showroom” by the Limca Book of Records. cause - which is then matched by an equal l Joyalukkas is one of the few retailers to have contribution by Mr Joy Alukkas. The “My 0.50” been recognised by the Dubai Quality Appreciation scheme has raised over AED 2 million so far, and Programme in the trade category. has transformed the lives of thousands of people. l Big Joyalukkas, located in Bur Dubai, Dubai is the l Joyalukkas Think Pink - A mass media breast biggest Jewellery showroom in the Middle East. l Joyalukkas is actively involved in several Corporate Social Activities on a global level. l Joyalukkas has been awarded Superbrand status in the UAE for five years in a row, from 2010 - 2014. l Joyalukkas is the only Jewellery brand to launch a mass media breast cancer awareness initiative, Joyalukkas Think Pink. l Mr Joy Alukkas is the only jeweler based in the Middle East to be featured in the Forbes India Rich List.