Customers can maximize the value of their old gold by receiving an additional Rs 150 per gram over the prevailing exchange value
Thrissur: Leading jewellery retailer Joyalukkas has launch edits Old Gold Exchange campaign, calling upon customers to unlock the value of their old jewellery. With gold prices continuing to trade at historically strong levels, the jeweller’s campaign runs from July 10 to August 9, 2026, and allows customers to capitalize on the favourable market by receiving an additional Rs 150 per gram over the prevailing exchange value.
The jeweller has brought out the campaign proposition through a series of situational films in various languages, reinforcing the judiciousness of old gold exchange vis a vis pledging gold, taking expensive loans or buying gold at high price.
Customers can exchange old gold jewellery purchased from any jeweller and use the enhanced exchange value towards an extensive range of exquisitely crafted gold jewellery available at Joyalukkas. The offer provides a rewarding opportunity for families planning wedding purchases, festive shopping, or simply refreshing their jewellery collection.
Speaking on the campaign, Joy Alukkas, Chairman and Managing Director, Joyalukkas Group, said, “Gold has always been an integral part of every family’s legacy, and many customers hold jewellery that is no longer worn or suited to their current preferences. Through our Old Gold Exchange campaign, we want to help customers maximize the value of their old gold by offering an additional Rs 150 per gram over the prevailing exchange value. It is our way of ensuring they receive the best possible value while giving them the opportunity to choose from our latest collections.”
The campaign reinforces Joyalukkas’ commitment to offering customers industry-leading value propositions while maintaining the highest standards of transparency in gold valuation and exchange. Every exchange is carried out through a fair and reliable evaluation process by experienced professionals, ensuring customers receive the true worth of their gold. Available across all Joyalukkas showrooms in India, the campaign is expected to witness significant customer participation as buyers look to capitalize on attractive gold exchange benefits during the promotional period.
Joyalukkas is one of the world’s largest jewellery retail chains, and operates 175+ showrooms across 12 countries, including key markets in the Gulf Cooperation Council (GCC) region, India, Europe, Australia and North America.
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