Mithali Raj unveils exclusive Joyalukkas Australian Diamonds collection

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From Left Mr. Baby George (CEO – Joyalukkas Group) , Mithali Raj , Elsa Joy Alukkas, (Director – Joyalukkas Group) , Vikram Merchant(Director of Rio Tinto’s diamond sales and marketing)

 

Rio Tinto‘s Australian Diamonds programme has partnered with Joyalukkas to launch an exclusive collection of jewellery made with diamonds from its Argyle mine in Western Australia. This exclusive range of bridal and fashion jewellery launched as a Joyalukkas “Limited Edition” Eleganza collection will initially be available in 10 stores of this leading retail chain.

Mithali Raj, captain of the Indian women’s cricket team and the official ambassador for the Australian Diamonds programme, helping promote the popularity of diamonds in fashion and bridal jewellery, particularly for younger Indian consumers, unveiled the exclusive collection at the Joyalukkas Punjagutta store in Hyderabad.

Ms Raj said, “I am delighted to launch the Joyalukkas “Limited Edition” Australian Diamonds collection”

“Diamonds were once only accessible to kings and queens and Hollywood royalty. A collection such as this makes these sought-after diamonds far more affordable to a broader range of consumers across India.”

The Joyalukkas “Limited Edition” Eleganza collection features bridal and fashion designs set with uncut diamonds from the Argyle mine. Uncut or ‘chakri” diamonds as they are known in India, once the exclusive preserve of the Maharajas, are gaining continued popularity with Indian consumers.

Central to Rio Tinto’s Australian diamonds initiative in India is a leading-edge tracking system for monitoring the movement of Rio Tinto’s rough Australian diamonds from its Argyle mine through to finished jewellery.

Vikram Merchant , director of Rio Tinto’s diamond sales and marketing activities in India said, “Today’s consumer wants to know where their jewellery comes from and the Australian Diamonds programme celebrates Rio Tinto’s diamond heritage and pedigree from a clean, traceable source of diamonds.

“The importance of provenance in the diamond industry has never been stronger and today the biggest opportunitity for change lies in developing diamond jewellery offerings that track the diamonds from the mine to the market.”

Speaking at the launch, Elsa Joy Alukkas, Director, Joyalukkas Group, said, “Partnering with Rio Tinto, one of the worlds leading diamond producers, offers Joyalukkas a dedicated and reliable supply of ethically sourced natural diamonds. Australian Diamonds, initially available as a “Limited Edition” Eleganza collection, brings a differentiated and compelling offer of trust to our customers, enhancing our reputation as the world’s favourite jeweller!”