Joyalukkas launches Ramayana-inspired line for Singapore’s Indian community 

During the launch at Joyalukkas’ main showroom on Serangoon Road, four pieces from the Sita Kalyanam bridal collection were showcased 

Singapore: Joyalukkas recently unveiled their latest collection, the Sita Kalyanam bridal collection, in Singapore. The jewellery range is designed as a fitting tribute to the love and devotion immortalised in the epic Ramayana. 

The Sita Kalyanam bridal collection is a celebration of the union of Lord Rama and his soulmate Sita. The painstakingly crafted ornaments capture the essence of traditional temple jewellery, as each piece is designed to be an integral part of a bride’s trousseau. Made by expert Indian craftsmen, the collection is the epitome of meticulous workmanship and uncompromising attention to detail. 

During the launch at Joyalukkas’ main showroom on Serangoon Road, four pieces from the Sita Kalyanam collection were presented, each illustrating a different wedding ritual. 

“We are celebrating our rich Indian heritage and paying tribute to the mythical divinity of one of the world’s epic bonds of love with the Sita Kalyanam bridal collection,” said John Paul Alukkas, Managing Director, Joyalukkas Group. 

“This unique collection is designed for the modern bride, who cherishes traditional Indian values. At Joyalukkas, we strive to create jewellery that exemplifies style and signifies superior value. The Sita Kalyanam bridal collection too is inspired by this philosophy,” he added. 

The Indian community in Singapore is emotionally connected to their roots, and the Sita Kalyanam collection depicts pure tradition,” said Freddy Paul, Regional Manager, Joyalukkas. “What we have produced is something very special, each piece tells its own unique story. The jewellery is exquisitively carved and moulded. The face, the eyes, everything has been captured in detail.” 

The Sita Kalyanam collection is available at all three Joyalukkas showrooms in Little India and across its outlets in 11 countries. 

“In Singapore, we always have a demand for traditional jewellery,” said Joyalukkas’ marketing manager (international operations) Dileep P. Nair. “We mostly cater to wedding ceremonies, anniversaries and birthdays. 

Retail Jeweller India News