Global: Joyalukkas has launched its annual ‘Joywali Diwali’ campaign across its international retail network, introducing festive jewellery collections, gold rewards and promotional offers ahead of Dhanteras and Diwali. Running until 8 November 2026, the campaign spans the retailer's operations across India, the Middle East and international markets, reinforcing its focus on festive customer engagement and cross-market retail promotions.
The campaign is being rolled out across Joyalukkas showrooms in the UAE, Kuwait, Oman, Qatar, Bahrain, Saudi Arabia, Singapore, Malaysia, the UK, the USA, Australia and India. The initiative brings together festive incentives and an expanded jewellery assortment, catering to customers purchasing gold, diamond and gemstone jewellery during one of the industry's important seasonal buying periods.
As part of the campaign, customers purchasing eligible diamond and precious gemstone jewellery can receive complimentary 24-karat gold bars or cash vouchers, depending on the applicable promotional terms in each market. The retailer is also offering a waiver of making charges on selected 8-gram, 22-karat gold coins, alongside zero-deduction benefits on qualifying old-gold exchanges.
For Dhanteras on 6 November 2026, Joyalukkas has introduced an additional one-day promotional offer, providing complimentary 22-karat gold coins on eligible gold jewellery purchases. Minimum purchase requirements vary by market, with qualifying thresholds including AED 4,000 in the UAE and KWD 350 in Kuwait.
The promotional programme reflects Joyalukkas' approach to addressing regional purchasing preferences while maintaining a consistent festive campaign identity across its international operations. By combining gold rewards, exchange benefits and market-specific incentives, the retailer aims to encourage jewellery purchases during the festive season.
Alongside the promotional offers, Joyalukkas is showcasing an extensive selection of traditional and contemporary jewellery across its showrooms. The festive assortment includes temple-inspired gold ornaments, elaborate bridal sets, lightweight everyday designs and diamond jewellery collections suited to gifting and special occasions.
The collections reflect the retailer's efforts to serve a diverse international customer base, including Indian expatriate communities and consumers seeking traditional jewellery designs alongside contemporary fine jewellery.
The campaign also coincides with Joyalukkas' continued investment in its international retail network. Among its recent developments is the opening of ‘Jewel of Joy’, its flagship showroom in Dubai's Gold District, which the company describes as the largest jewellery showroom in the Middle East.
Commenting on the campaign, John Paul Alukkas, Chief Executive Officer of Joyalukkas Jewellery, highlighted the importance of Diwali across the retailer's global markets. He noted that the ‘Joywali Diwali’ initiative has been developed to celebrate the festive season with customers through gold rewards, promotional benefits and curated jewellery collections.
The international rollout reflects the growing importance of coordinated festive campaigns for jewellery retailers operating across multiple markets. While promotional structures are adapted to local purchasing conditions, the campaign maintains a common focus on gold buying, gifting and family celebrations.
Through ‘Joywali Diwali’ 2026, Joyalukkas is combining its international retail presence with festive product offerings and customer incentives, strengthening its engagement with jewellery buyers across domestic and overseas markets.