Trading on goodwill
Joy Alukkas started by trading on the goodwill that his family brand had among the large Malayali community in the Middle East. Today however, he is bringing back his global expertise and wide array of international jewellery back to India from the Middle East. “We have 18 collections of jewellery including an Italian, Singapore, Turkish and Arabic section,” he says. This is in addition to the jewellery from Kerala, Kolkata, Jaipur and Tamil Nadu that is retailed at the Joy Alukkas jewellery stores.
“Turkish jewellery has been very popular in our outlets in Kerala,” observes Allukas. Alukkas was in India recently to finalise the opening of his first outlet in the Delhi NCR region at the Gold Souk in Gurgaon. His 3,950 sq ft space in the main atrium on the ground floor is expected to be the major anchor store in the theme mall. “Within two years, we will have six outlets in Delhi,” he says confidently.
For him this makes good business sense because it lowers the cost of bringing a large
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