Dubai, UAE – 14 October 2026: In a landmark moment for the region’s retail and jewellery landscape, Joyalukkas, the world’s favourite jeweller, will inaugurate ‘Jewel of Joy’, the largest jewellery showroom in the Middle East on 18 October at 11:00 AM. The new destination, located at Dubai Gold District, will be officially opened in the presence of His Excellency Dr. Thani bin Ahmed Al Zeyoudi, Minister of Foreign Trade of the United Arab Emirates, alongside Dr. Joy Alukkas, Chairman of Joyalukkas Group, Mr. John Paul Alukkas, CEO of Joyalukkas Jewellery, plus other distinguished dignitaries.
Spanning 25,000 square feet, Jewel of Joy is not merely a showroom, but a fully immersive jewellery experience centre. The launch will mark a defining chapter in Joyalukkas’ journey of nearly four decades in the UAE, reinforcing its position as a global leader in jewellery retail, while paying tribute to Dubai’s legacy as the City of Gold.
A Landmark of Scale, Artisanship & Experience
Jewel of Joy has been conceived as a destination that brings together scale, artisanship and experience under one roof. The showroom houses jewellery stock worth AED 300 million. From timeless gold and elaborate bridal sets, to responsibly sourced diamonds and rare precious stones, the collection offers something truly exceptional for every taste and occasion.
Adding to its grandeur, Jewel of Joy will feature a spectacular ‘The Royal Bangle Walk’ – a monumental installation of a giant bangle that visitors can walk through. It will stand as a testament to the brand’s spirit of innovation and its commitment to creating moments of wonder for every visitor.
Four Experiences Under One Roof
Designed to elevate the jewellery shopper’s journey, Jewel of Joy will introduce four distinct experiences. The Exclusive Designer Studio will offer personalised consultations and bespoke creations, while the Premium VIP Lounge will provide a private and elevated shopping experience. For families, a Kids’ Engagement Zone will create a welcoming environment for younger visitors and Dedicated Maintenance Services will offer professional jewellery care, repair and upkeep, making every visit seamless, personal and memorable.
Chairman’s Statement
Announcing the opening, Dr. Joy Alukkas, Chairman of Joyalukkas Group, said “Jewel of Joy is not just a showroom. It is a tribute to a city that has given us so much and a promise to our customers that we will always strive to give them more. For nearly 40 years, we have grown alongside the UAE and this destination will reflect the scale, the artisanship and the warmth that define both, Joyalukkas and Dubai. From the Royal Bangle Walk to our most extensive collection yet, every detail here is designed to make jewellery shoppers feel special. This is our way of saying: the best is yet to come.”
A Legacy of Trust & Global Reach
With a legacy spanning more than 70 years, Joyalukkas has earned the trust of over 10 million customers worldwide. Known for its certified purity, responsibly sourced diamonds and customer-centric approach, the Group continues to set benchmarks in the jewellery industry, bringing brilliance and joy to communities across the globe.
About Joyalukkas
Joyalukkas is the world’s favourite jeweller, with a presence spanning 13 countries across 4 continents. With more than 200 showrooms and over 10,000 professionals worldwide, it is one of the most awarded and recognised jewellery retail chains globally, built on a foundation of trust, quality and innovation. The Group’s diversified portfolio includes jewellery, fashion and silks, money exchange and malls.