The Joy Alukkas Group recently inaugurated their 70,000 sq. ft. jewellery store at the Prashanth Real Gold Tower jewellery mall in Chennai. Both have created landmarks in their own way. While the mall is recorded as India’s largest, the Joy Alukkas store will be the world’s largest jewellery store. To mark this feat, the Group has organised a month long shopping carnival at the store to give the Chennai shoppers an international shopping experience. Apart from the glitters of food stalls, tattoo, mehendi and various other activities, customers will gain a knowledge base of how diamonds are actually sourced, polished to reacht hem in their desired jewellery form. A diamond journey has been designed through a cave - Mines to Hearts, the first of its kind exclusive Diamond Museum inside the showroom. %% Also, there would be other attractions like a jewellery design studio, privileged customer club, exclusive and private area for individual purchases, designer and jewellery watches, a gemstone consultant, childrens’ play area, internal lifts and escalators and parking facility for over 200 cars. %% Inaugurated on March 16, the store has gold section is showcased in two floors; unveiled by Mr. Philip Oldan, Managing Director - Marketing and Jewellery, of World Gold Council, London, UK, the diamonds and platinum jewellery over one floor inaugurated by diamond section by Mr. Roland Lorie, CEO, International Gemological Institute, Antwerp, Belgium. The silver and precious stones such as Green Tourmaline, Pink Tourmaline, Black Tourmaline, Quartz, Topaz, Ruby, Sapphire, Pearls, etc. are displayed on one floor. The inauguration also witnessed the presence of prominent diplomats, industrialists & cine stars.