Joyalukkas, a jeweller recently revealed their new brand ambassador, Samantha Ruth Prabhu. The actress will bring her inimitable charisma to represent Joyalukkas jewellery’s timeless designs and inspiring legacy of craftsmanship across international markets.
This association brings together two icons that share a deep connection with perfection, authenticity, and grace. Her endearing charm and savoir faire perfectly mirror Joyalukkas’ journey of over three decades, built on artistry, trust, and an unwavering commitment to delighting millions of customers worldwide.
Medianews4u.com caught up with Joy Alukkas, Chairman and Managing Director Joyalukkas Group
Q. How is the festive season looking like for Joyalukkas compared with last year? What goals have been set?
Our festive season outlook is positive, because we have experienced the current kind of market scenario before as well. Based on the past experience we are confident of positive consumer sentiment during the upcoming Diwali shopping season, so we expect healthy footfalls, higher-value enquiries and renewed interest in bridal and occasion wear.
For jewellery lovers we have new product launches, curated festive collections and we are promoting these through strong media visibility lead by our popular brand ambassadors. Our focus this season is twofold – to enhance in-store and digital integration that drives both footfall and conversion, plus to elevate average ticket value through premium and bridal offerings.
Additionally, we are deepening engagement through targeted customer outreach, ensuring every interaction translates into meaningful brand and sales growth.
Q. Which are the key markets being targeted for growth during the festive season? What percent of annual sales usually come during the festive season?
India and the GCC – particularly the UAE, Qatar, Kuwait and Bahrain remain our strongest growth markets this festive season. Alongside these, we continue to invest strategically in mature overseas markets such as the UK, USA and Singapore, where we are steadily expanding our presence and relevance.
The festive window has traditionally been a major revenue driver, contributing a significant share to both quarterly and annual sales. At the store level, festive periods consistently account for a substantial portion of total revenue, with our internal calendar and inventory planning built to maximise these high-demand months.
Q. What does Samantha Ruth Prabhu bring to the table as the company’s new brand ambassador in terms of her personal expression?
Samantha Ruth Prabhu brings a refreshing balance of contemporary charm and timeless grace to Joyalukkas. Her persona embodies the brand’s values – authenticity, artisanship, and modern aspiration, while resonating deeply with a diverse audience.
She seamlessly connects with young, style-conscious consumers as well as traditional bridal shoppers, thanks to her pan-Indian appeal and global recognition. Her ability to celebrate heritage while embracing modernity makes her an ideal creative partner for a brand that continues to evolve while honouring its roots. We believe both Samantha & Kajol are perfect fits for Joyalukkas and what the brand stands for.
Q. Could you talk about the marketing activities and campaigns being done during the festive season?
Our festive marketing strategy this year is a robust omnichannel programme designed for scale, impact, and personalisation. It includes:
– Flagship TVCs and OOH campaigns to establish top-of-mind visibility
– High-impact print placements to reinforce premium positioning
– On-ground experiences and regional activations like exclusive previews, bridal showcases, and festive in-store events
– Performance-led digital campaigns across social, search, and programmatic platforms for measurable engagement
– CRM-driven outreach through SMS, email, and app notifications for personalized communication
– Influencer collaborations and gated experiences to create aspirational engagement moments.
A consistent creative platform, localised messaging and real-time campaign optimisation ensure we deliver a seamless global festive campaign.
Q. How will the company adopt print advertising during the festive season? Having said that, will more of the company’s ad spends shift towards digital compared to last year during the festive season?
Print continues to play a pivotal role in our media strategy – particularly for premium brand storytelling, high-visibility festival editions and localised outreach around key store markets. It’s a medium that builds credibility and emotional connection, especially for a category like ours that is rooted in tradition and trust.
At the same time, we’re strategically expanding our digital investments to deepen engagement, drive conversions and enable intelligent retargeting. The goal isn’t to replace one with the other, but to create an integrated media ecosystem where print, OOH and digital complement each other seamlessly. This balanced approach ensures both visibility and performance.
Q. Given that the brand is three decades old, has it recently undergone a brand refresh to appeal better to Gen Z?
Over the past 30 years, Joyalukkas has grown by continuously evolving while staying true to its core promise of trust and artisanship. Our brand refresh has been more evolutionary than radical – modernising aesthetics, designs and in-store experiences while retaining our timeless essence.
With Gen Z customers showing a clear preference for versatile, minimal and lightweight jewellery, we’ve expanded collections that embody elegance with everyday wearability. These new expressions of gold and diamonds reflect changing lifestyles and ensure Joyalukkas remains as relevant to the new generation as it is revered by the old.
Q. Does the company adopt an omnichannel approach or is offline more important as women want to touch and feel what they are buying?
We strongly believe that modern customers deserve both – the trust of physical experience and the convenience of digital access. Joyalukkas has therefore built a deeply integrated omnichannel ecosystem that harmonises our expansive physical network with a growing digital presence.
With over 120 showrooms across 12 countries, alongside our e-commerce platform and mobile app, customers can discover, explore and shop with complete flexibility. While jewellery remains a category where the tactile experience holds great emotional value, our digital platforms replicate that confidence through transparency, immersive visuals and personalised support.
Q. How is the company leveraging predictive analytics in areas like deciding on showroom locations and interiors, which are key in driving growth?
Data-driven decision-making is central to our growth strategy. We leverage predictive analytics to identify the most promising showroom locations and tailor each store’s design and product mix to local customer preferences.
By combining market demand studies, demographic overlays, catchment analysis, transaction data and footfall modelling, we can forecast potential performance and optimize layout, assortment and staffing. These insights not only enhance store efficiency, but also ensure every new opening delivers high ROI and customer relevance.
Q. How does the company use advances in AR, VR and MR to deepen storytelling online?
We are continually exploring technologies that enhance the digital jewellery experience. Tools such as AR try-on features, 360° product views and immersive product storytelling allow customers to appreciate artisanship, scale and styling from wherever they are.
By blending innovation with emotion, these technologies bridge the gap between online and offline, making our digital journey as engaging and reassuring as an in-store experience.
Q. What role does hyper-personalisation play for Joyalukkas and how is AI helping in this area?
Hyper-personalisation is at the heart of our CRM and marketing framework. We use AI and machine learning to power customer segmentation, product recommendations and dynamic offers tailored to each individual’s journey.
By analysing behavioural patterns, life-stage events like weddings and seasonal moments such as festivals, along with affinity data, we craft highly relevant experiences that deepen engagement, improve conversions, and strengthen customer lifetime value. AI enables every interaction to feel thoughtful, contextual, and genuinely personal.
Q. Is male jewellery a big whitespace for growth?
Yes, male jewellery represents a significant whitespace with growing potential. We are expanding our men’s lines with curated selections of rings, chains, bracelets and contemporary designs – crafted for both self-expression and gifting.
This segment is particularly appealing among younger consumers seeking individuality and statement accessories. We are strategically investing in product development, merchandising and communication to nurture this emerging growth category.
Q. Apart from India, could you talk about the key markets being targeted for growth like the USA, UAE, UK, Singapore, Malaysia and Qatar? Where is the big emerging opportunity overseas?
Our key international markets continue to be the GCC countries – the UAE, Qatar, Kuwait and Bahrain, where jewellery culture remains deeply embedded and demand robust. Beyond the Gulf, we’re accelerating growth in the USA, UK, Singapore, Malaysia and now Australia as well. These markets have communities who prefer premium and bridal jewellery.
The USA, in particular, is emerging as a strategic growth frontier, especially in the bridal and diamond segments. Our international expansion strategy is underpinned by data-led market selection, localised brand experiences and a consistent promise of quality and trust that resonates universally.
