Hyderabad: Joyalukkas has launched Primora, its latest designer diamond jewellery collection, at an unveiling in Hyderabad. Inspired by the hornbill, a bird associated with lifelong pair bonding, the collection translates the idea of enduring companionship into contemporary fine jewellery.
The design language draws from the bird’s distinctive form, incorporating wing-inspired motifs and feather-like textures into the goldwork. White diamonds remain central to the collection, complemented by coloured gemstone accents inspired by nature. The range includes statement necklaces, bangles, drop earrings, pendants and commitment rings.
To create greater exclusivity across markets, Joyalukkas is offering design variations across its international showroom network rather than maintaining an entirely uniform assortment.
Actor Samantha Ruth Prabhu fronts the Primora campaign. According to the company, she was chosen for her confident, independent and contemporary image. The campaign also reflects a broader shift in the positioning of fine diamond jewellery — moving beyond weddings and gifting towards personal milestones, achievement and self-expression.
Speaking at the launch, Dr. Joy Alukkas, Chairman and Managing Director of Joyalukkas, said the brand’s major collections are built around stories that customers can connect with. For Primora, the hornbill’s association with loyalty and enduring bonds became the foundation for jewellery intended to symbolise lasting relationships.
Thomas Mathew, Executive Director of Joyalukkas, said consumers are increasingly seeking meaning and emotional relevance from luxury purchases, rather than choosing jewellery purely for visual appeal.
To mark the launch, Joyalukkas has introduced limited-period promotional offers at select locations. Customers purchasing diamond jewellery worth ₹1 lakh or more can receive a one-gram gold coin, while the retailer is offering 25 per cent reductions on making charges and stone costs across the new collection. Customers exchanging old gold towards a new purchase can also receive an additional ₹50 per gram, subject to applicable terms and conditions.
The launch of Primora reinforces Joyalukkas’ focus on story-led diamond jewellery, combining contemporary design with themes of commitment, individuality and emotional connection.