Joyalukkas launches new brand AMIRA for millennials

RetailME Bureau

AMIRA Jewellery, part of Joyalukkas Holding Inc, has opened its first flagship store in Dubai Festival City. The new store, located on the link bridge of the mall, exudes radiance, cosmopolitan nature and optimism of the brand. It elegantly showcases AMIRA’s latest and extensive jewellery offerings.

The first AMIRA store was inaugurated in the presence of Ahmad Khalifa Ali Al Qaizi AlFalasi, CEO, Corporate Services and Investment, Department of Tourism & Commerce Marketing; Joy Alukkas, chairman & managing director of Joyalukkas Group; John Paul Alukkas, executive director, Joyalukkas Group along with other dignitaries and family members.

Offering a fresh and modern take on jewellery targeted at the millennials, AMIRA will be soon expanding within the UAE under the parent company Joyalukkas Holding Inc.

“In this saturated jewellery market, we are confident to introduce a brand that is fresh, contemporary and purely crafted for the millennials. With AMIRA, we aim to set a benchmark in jewellery retailing with exclusive offerings, designs and exceptional service to Arab & western expats in the region. We are proud partners for ALLOVE diamonds that are exclusively with AMIRA for the Middle East region. We are sure to offer something new to our customers,” says John Paul Alukkas.