Joyalukkas opened Jewel of Joy, a 25,000-square-foot jewellery showroom at Dubai Gold District, on October 18, 2026. The company described the outlet as the Middle East’s largest jewellery showroom, marking an expansion of its retail presence in the UAE.

The showroom was inaugurated by Dr Thani bin Ahmed Al Zeyoudi, UAE Minister of Foreign Trade, in the presence of Dr E. Vishnu Vardhan Reddy, Consul General of India in Dubai, and representatives from Ithra Dubai, Dubai Gold District and Dubai Gold & Jewellery Group. Joyalukkas Group Chairman Dr Joy Alukkas and Joyalukkas Jewellery CEO John Paul Alukkas also attended the inauguration.

Jewel of Joy houses gold jewellery, bridal collections, diamonds and precious gemstones. The showroom includes an Exclusive Designer Studio for personalised consultations, a VIP lounge, a children's engagement zone and dedicated jewellery maintenance services.

A key feature is The Royal Bangle Walk, a large bangle-shaped installation designed for visitors to walk through. The company says the showroom is a distinct retail format within its global network of more than 200 showrooms. Joyalukkas has operated in the UAE for nearly four decades, and the new outlet adds to the jewellery retail offering at Dubai Gold District.

The opening comes as Dubai continues to develop the district as a destination for gold and jewellery retail, wholesale trade and investment.