The brand selected Sydney as its first destination in Australia, driven by its multicultural demographic profile and sizeable South Asian diaspora
Sydney: Leading jewellery retailer Joyalukkas has expanded its international footprint with the launch of its first showroom in Australia, marking entry into its 12th global market and adding a new chapter to its overseas growth strategy.
The showroom, located in Sydney, was inaugurated by brand ambassador Kajol Devgan, alongside MP Andrew Charlton; Councillor Sameer Pandey; Joyalukkas Jewellery CEO John Paul Alukkas, and Director – International Operations, Sonia Alukkas, signalling a high-profile entry into the Australian market.
The move into Australia reflects a strategic push to deepen the brand’s presence in globally diverse, high-potential markets. Over the years, Joyalukkas has built a strong international business across the Middle East, the United States, the United Kingdom and Southeast Asia, where it has consistently benefited from a mix of expatriate loyalty and growing acceptance among local consumers. Overseas markets now form a significant pillar of the company’s revenue mix, supported by its emphasis on certified quality, wide design assortment and trust-led retailing.
Sydney has been selected as the brand’s first destination in Australia, driven by its multicultural demographic profile and sizeable South Asian diaspora. The expansion allows Joyalukkas to reconnect with long-standing customers who have engaged with the brand across other global markets, while also targeting a new customer base in the region.
The showroom has been designed to deliver a comprehensive retail experience, combining the brand’s signature aesthetic with a spacious layout and curated displays. The offering spans gold jewellery rooted in cultural traditions, diamond collections, bridal ranges and contemporary designs tailored to evolving consumer preferences in Australia.
Commenting on the launch, John Paul Alukkas, CEO, Joyalukkas Jewellery said the entry into Australia reflects a long-term commitment to markets that align with the brand’s values of diversity and aspirational consumption. “Arriving in Australia feels like the beginning of something truly special – for us, for our customers and for the communities we are privileged to serve. Australia is a nation built on openness, aspiration and the celebration of diversity – values that have always been at the soul of Joyalukkas. We have been watching this market closely and the remarkable communities here who have supported us across the world. Today, we are proud to say: we are here and we are here to stay,” he stated.
The brand opened its second showroom in Australia at Melbourne. It was inaugurated by Kajol Devgan.
“For those who have trusted Joyalukkas for decades – whether to mark a wedding, welcome a new life or simply celebrate the beauty of a special moment – we are grateful for your loyalty and we are honoured to now serve you at home. For those discovering us for the first time, welcome to a world of exceptional jewellery and genuine care. This expansion is more than strategy – it is a commitment. A commitment to Sydney and to every Australian who believes, as we do, that the moments that matter most deserve to be honoured with something beautiful,” he added.
Founded by Joy Alukkas, Joyalukkas has grown into one of the world’s largest jewellery retail chains, operating over 160 showrooms across more than 10 countries, including key markets in the GCC, India, Europe and North America. Its scale, combined with a strong presence in both mature and emerging international markets, underpins its position as a leading global jewellery retailer.
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