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The world of jewels

Jewellery from across the world at Joy Alukkas showroom Photos: M. Periasamy

Jewellery from across the world at Joy Alukkas showroom Photos: M. Periasamy  

Joy Alukkas has chosen Coimbatore to be the venue for its first International Jewellery Show

A glow illuminates the second floor of Joy Alukkas. Golden necklaces and bangles, diamonds, rubies and sapphires that are on display at the ongoing International Jewellery Show sparkle from the shelves. A few customers, who are bridal shopping, amble into the room, admire the pieces and try them on. The mirrors on the shop counter reflect the glittering neck pieces, along with their smiling faces. The unique and contemporary designs have lured her to the show, says Shruthi Lekha.

“I like antique jewellery. But, since they are usually heavy, it is difficult to carry them off for an entire day. But, here you find light-weight pieces that look both chic and ethnic.”

The show features nearly 33 gold and three diamond jewellery brands from both India and abroad.

Rishika, an Indian brand, caters specially to the teenagers. Light in weight, the entire collection features leaf-shaped pendants. The other more traditional brands are Chettinad and Veda.

There is also jewellery from Turkey, Saudi Arabia, Italy and Egypt. There are around 55 Joy Alukkas showrooms abroad, says Dileep Sebastian, the business developer of the jewellery brand. “And, most of the pieces are handmade by the local artisans. They are inspired by their own cultural motifs.” Such as the many-layered chokers in Al Zain collection from Saudi Arabia, that are inspired by traditional Arabian bridal jewellery.

The Florentine collection from Italy are pretty with their floral patterns.

The Pharaohs come to mind as one studies the Egyptian collection.

For those who prefer a dash of colour there is the Rubiana collection with its rubies and sapphires. It is Joy Alukkas’ first international jewellery sale in the country. And they have chosen Coimbatore, says Dileep.

“We know the people here have the purchasing power. There has been a good feedback to the exhibition. And moreover, it is the bridal season now.” The entire collection is priced between Rs. 27,000 and 1.2 crores, adds Dileep. The choker with four layers is apparently the costliest piece in the collection, rather appropriately called Pride.

(The jewellery show is on at the Joy Alukkas showroom, Cross-cut Road, till November 16)

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Printable version | Feb 21, 2020 10:03:56 PM | https://www.thehindu.com/features/metroplus/joy-alukkas-has-chosen-coimbatore-to-be-the-venue-for-its-first-international-jewellery-show/article6599242.ece

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