Abu Dhabi, UAE –
A new chapter in the global gold and jewellery landscape was written on 26 September 2025, as Emirates Gold, one of the region’s oldest and largest precious metals refineries, and Joyalukkas, the world’s favourite jeweller, announced a landmark collaboration to create and launch certified 24K gold bars ranging from 1g to 100g.
The historic signing ceremony took place at the private office of His Highness in Abu Dhabi, marking a defining moment that unites two institutions built on trust, integrity and excellence.
Presided over by His Highness Shaikh Mohammed Bin Sultan Bin Khalifa Al Nahyan, Chairman of Emirates Gold, and Dr. Joy Alukkas, Chairman of Joyalukkas Group, the ceremony was attended by Mr. John Paul Alukkas, Managing Director of Joyalukkas International Operations along with distinguished guests, dignitaries, and senior executives from both organisations. The event reflected the spirit of partnership and pride that defines this remarkable alliance — one that aims to elevate the standards of purity, transparency, and reliability in the global precious metals market.
About the Partnership
This strategic collaboration brings together Emirates Gold’s technical mastery in refining and minting with Joyalukkas’ trusted global retail presence. Under this partnership, Emirates Gold will mint certified 24K gold bars carrying the insignias of both institutions, exclusively for Joyalukkas. Each bar will serve as a symbol of authenticity and enduring value, crafted to inspire confidence among investors and jewellery enthusiasts alike.
About Joyalukkas
Joyalukkas is a global jewellery brand headquartered in Dubai, United Arab Emirates. With its legacy tracing back to 1956, the brand has grown from a single showroom in Kerala, India, to an international network of over 190 showrooms across 12 countries, including the UAE, UK, USA, Singapore, Malaysia, Australia, India, and other GCC nations.
For Joyalukkas, this alliance marks yet another milestone in its ongoing journey to redefine jewellery retail through innovation, transparency, and value creation. Operating across 12 countries, Joyalukkas has earned global acclaim as the world’s favourite jeweller — a distinction built on trust, quality, and customer delight. The collaboration with Emirates Gold extends this legacy into the bullion domain, offering gold products that embody both beauty and reliability.
Speaking on the occasion, Dr. Joy Alukkas, Chairman of Joyalukkas Group, said:
“Our relationship with Emirates Gold has always been built on mutual trust, respect, and shared values that have grown into a bond of true partnership. Today’s signing signifies not just the continuation of that association, but the elevation of our joint commitment to integrity, reliability, and forward growth. At Joyalukkas, our vision has always been to align with partners who uphold excellence and customer trust at the highest levels — and Emirates Gold represents exactly that. With this collaboration, we look forward to unveiling a product that reflects our shared promise of transparency, value, and innovation, while continuing to honour the trust that has made us the world’s favourite jeweller.”
About Emirates Gold
Emirates Gold, with over three decades of experience, has long been the cornerstone of the region’s precious metals industry. As the first refinery in the Middle East to receive the UAE Good Delivery accreditation, the company has continuously set benchmarks for quality, transparency, and technical innovation. Its world-class refining and minting operations in Dubai serve as the backbone of the UAE’s growing reputation as a global hub for gold integrity and excellence.
This collaboration reinforces both entities’ shared vision to strengthen customer confidence in the global gold market. By combining Emirates Gold’s refinery expertise and Joyalukkas’ retail influence, the partnership is set to deliver products that are as pure in value as they are rich in meaning.
As the event concluded, the atmosphere was one of pride and optimism — celebrating not just a business milestone but the beginning of a new era in gold retail and refining excellence. The Emirates Gold–Joyalukkas alliance stands as a testament to what can be achieved when tradition meets innovation and trust meets vision — setting a new gold standard for the industry and reaffirming why Joyalukkas continues to shine as the world’s favourite jeweller.
His Highness Shaikh Mohammed Bin Sultan Bin Khalifa Al Nahyan, Chairman of Emirates Gold and Dr. Joy Alukkas, Chairman of Joyalukkas Group, preside over the signing ceremony for their landmark collaboration to launch certified co-branded 24K gold bars, alongside Mr. John Paul Alukkas, Managing Director of Joyalukkas International Operations and senior executives from both organisations.