PC Totuka & Sons has announced the launch of Pret Jewels by PC Totuka, a new jewellery brand developed for the Middle East market. The launch marks an international expansion for the Jaipur-based house, which has operated since 1950.

The company has built its business around precious stones, with a long-standing focus on Navratna jewellery. Over several decades, PC Totuka & Sons has supplied this category to collectors, institutions, and trade partners, establishing continuity through repeat business and long-term relationships.

Pret Jewels by PC Totuka has been created as a distinct brand with a clearly defined geographic focus. According to the company, the Middle East market was selected based on observed patterns of jewellery usage, where pieces are worn regularly across daily routines, social gatherings, travel, and home settings rather than reserved for occasional use.

The new brand continues to centre on Navratna jewellery, drawing on the parent company’s generational experience in stone selection and placement. The emphasis remains on maintaining consistency in design approach and production discipline while adapting scale and styling for everyday wear.

While PC Totuka & Sons will continue to serve its established clientele and institutional partners, Pret Jewels by PC Totuka is positioned to address a younger, globally mobile consumer base in the Middle East. The company states that this launch represents an extension of its existing practice into new geographies rather than a departure from its core business.

The introduction of Pret Jewels by PC Totuka reflects PC Totuka & Sons’ strategy to expand internationally while retaining its long-established focus on Navratna jewellery.