Joyalukkas has launched an Old Gold Exchange campaign offering customers an additional Rs 150 per gram over the prevailing exchange value of old gold jewellery. The campaign runs from July 10 to August 9, 2026, across the retailer’s showrooms in India.

The initiative comes amid elevated gold prices and encourages consumers to exchange unused or old jewellery for new designs rather than pledge their gold or take loans to fund purchases.

The campaign is being promoted through a series of situational films in multiple languages. The films highlight gold exchange as an option for consumers looking to make use of the value held in existing jewellery.

Customers can exchange gold jewellery purchased from any jeweller and use the enhanced exchange value towards purchases from Joyalukkas’ collections. The offer caters to buyers planning wedding purchases, festive shopping or looking to update their existing jewellery.

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 allowing them to choose from our latest collections.”

The company said the exchange process includes evaluation by experienced professionals, with an emphasis on transparency in gold valuation.

Joyalukkas operates more than 175 showrooms across 12 countries, including India, GCC markets, Europe, Australia and North America.