entre case study jewellery

ABOUT JEWELLERY

Jewellery is a form of personal adornment, manifesting itself as necklaces, rings, brooches, earrings and bracelets. Jewellery may be made from any material, usually gemstones, precious metals or shells. Factors affecting the choice of materials include cultural differences and the availability of the materials. Jewellery may be appreciated because of its material properties, its patterns or for meaningful symbols. Jewellery differs from other items of personal adornment in that it has no other purpose than to look appealing. Items such as belts and handbags are considered to be accessories rather than jewellery.

The word jewellery is derived from the word jewel, which was Anglicised from the Old French "jouel" circa the 13th century.[1] Further tracing leads back to the Latin word "jocale", meaning plaything. Jewellery is one of the oldest forms of body adornment; recently-found 100,000-year-old beads made from Nassarius shells are thought to be the oldest known jewellery.[2]

Jewellery is sometimes regarded as a way of showing wealth and might also possess some minimal functionality, such as holding a garment together or keeping hair in place. It has from very early times been regarded as a form of personal adornment. The first pieces of jewellery were made from natural materials, such as bone, animal teeth, shell, wood and carved stone. Some jewellery throughout the ages may have specifically been as an indication of a social group. More exotic jewellery is often for wealthier people, with its rarity increasing its value. Due to its personal nature and its indication of social class, some cultures established traditions of burying the dead with their jewellery.

Jewellery has been made to adorn nearly every body part, from hairpins to toe rings and many more types of jewellery. While traditional jewellery is usually made with gemstones and precious metals, such as silver or gold, there is also a growing demand for art jewellery where design and creativity is prized above material value. In addition, there is the less costly costume jewellery, made from lower value materials and often mass-produced. Other variations include wire sculpture (wrap) jewellery, using anything from base metal wire with rock tumbled stone to precious metals and precious gemstones.

Jewellery has been used for a number of reasons:

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Currency, wealth display and storage,

Functional use (such as clasps, pins and buckles)

Symbolism (to show membership or status)

Protection (in the form of amulets and magical wards),[3]

Artistic display

Most cultures have at some point had a practice of keeping large amounts of wealth stored in the form of jewellery. Numerous cultures move wedding dowries in the form of jewellery, or create jewellery as a means to store or display coins. Alternatively, jewellery has been used as a currency or trade good; an example being the use of slave beads. Many items of jewellery, such as brooches and buckles originated as purely functional items, but evolved into decorative items as their functional requirement diminished.

Jewellery can also be symbolic of group membership, as in the case of the Christian crucifix or Jewish Star of David, or of status, as in the case of chains of office, or the Western practice of married people wearing a wedding ring.

Wearing of amulets and devotional medals to provide protection or ward off evil is common in some cultures; these may take the form of symbols , stones, plants, animals, body parts ,or glyphs

Although artistic display has clearly been a function of jewellery from the very beginning, the other roles described above tended to take primacy. It was only in the late 19th century, with the work of such masters as Peter Carl Fabergé and René Lalique, that art began to take primacy over function and wealth.This trend has continued into modern times, expanded upon by artists such as Robert Lee Morris, Ed Levin, and Alberto Repossi.

Materials and methods

In creating jewellery, gemstones, coins, or other precious items are often used, and they are typically set into precious metals. Alloys of nearly every metal known have been encountered in jewellery - bronze, for example, was common in Roman times. Modern fine jewellery usually includes gold, white gold, platinum, palladium, titanium or silver. Most American and European gold jewellery is made of an alloy of gold, the purity of which is stated in karats, indicated by a number followed by the letter K. American gold jewellery must be of at least 10K purity

(41.7% pure gold). Higher purity levels are less common with alloys at 22 K (91.6% pure gold), and 24 K (99.9% pure gold) being considered too soft for jewellery use in America and Europe. These high purity alloys, however, are widely used across Asia, the Middle East and Africa. Platinum alloys range from 900 (90% pure) to 950 (95.0% pure). The silver used in jewellery is usually sterling silver, or 92.5% fine silver. In costume jewellery, stainless steel findings are sometimes used.

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Bead embroidery design. Other commonly used materials include glass, such as fused-glass or enamel; wood, often carved or turned; shells and other natural animal substances such as bone and ivory; natural clay; polymer clay; and even plastics. Hemp and other twines have been used as well to create jewellery that has more of a natural feel. However, any inclusion of lead or lead solder will cause an English Assay office (the building which gives English jewellery its stamp of approval, the Hallmark) to destroy the piece.[citation needed]

Beads are frequently used in jewellery. These may be made of glass, gemstones, metal, wood, shells, clay and polymer clay. Beaded jewellery commonly encompasses necklaces, bracelets, earrings, belts and rings. Beads may be large or small, the smallest type of beads used are known as seed beads, these are the beads used for the "woven" style of beaded jewellery. Another use of seed beads is an embroidery technique where

seed beads are sewn onto fabric backings to create broad collar neck pieces and beaded bracelets. Bead embroidery, a popular type of handwork during the Victorian era is enjoying a renaissance in modern jewellery making. Beading, or beadwork, is also very popular in many African cultures.

Advanced glass and glass beadmaking techniques by Murano and Venetian glassmasters developed crystalline glass, enamelled glass , glass with threads of gold (goldstone), multicoloured glass, milk-glass and imitation gemstones made of glass. As early as the 13th century, Murano glass and Murano beads were popular.

Silversmiths, goldsmiths, and lapidaries methods include forging, casting, soldering or welding, cutting, carving and "cold-joining" .

Diamonds

Diamonds were first mined in India.[7] Pliny may have mentioned them, although there is some debate as to the exact nature of the stone he referred to as Adamas;[8] In 2005, Australia, Botswana, Russia and Canada ranked among the primary sources of gemstone diamond production.[9][10]

The British crown jewels contain the Cullinan Diamond, part of the largest gem-quality rough diamond ever found (1905), at 3,106.75 carats (621.35 g). Now popular in engagement rings,

this usage dates back to the marriage of Maximilian I to Mary of Burgundy in 1477.

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Other gemstones

Many precious and semiprecious stones are used for jewellery. Among them are:

Amber

Amber, an ancient organic gemstone, is composed of tree resin that has hardened over time. The stone must be at least 1 million years old to be classified as amber, and some amber can be up to 120 million years old.

Amethyst

Amethyst has historically been the most prized gemstone in the quartz family. It is treasured for its purple hue, which can range in tone from light to dark.

Spanish emerald and gold pendant at Victoria and Albert Museum.

Emerald

Emeralds are one of the three main precious gemstones (along with rubies and sapphires) and are known for their fine green to bluish green colour. They have been treasured throughout history, and some historians report that the Egyptians mined emerald as early as 3500 BC.

Jade

Jade is most commonly associated with the colour green, but can come in a number of other colours as well. Jade is closely linked to Asian culture,

history, and tradition, and is sometimes referred to as the stone of heaven.

Jasper

Jasper is a gemstone of the chalcedony family that comes in a variety of colours. Often, jasper will feature unique and interesting patterns within the coloured stone. Picture jasper is a type of jasper known for the colours (often beiges and browns) and swirls in the stone’s pattern.

Quartz

Quartz refers to a family of crystalline gemstones of various colours and sizes. Among the well-known types of quartz are rose quartz (which has a delicate pink colour), and smoky quartz (which comes in a variety of shades of translucent brown). A number of other gemstones, like Amethyst and Citrine, are also part of the quartz family. Rutilated quartz is a popular type of quartz containing needle-like inclusions.

Ruby

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Rubies are known for their intense red colour, and are among the most highly valued precious gemstones. Rubies have been treasured for millennia. In Sanskrit, the word for ruby is ratnaraj, meaning king of precious stones.

Sapphire

The most popular form of sapphire is blue sapphire, which is known for its medium to deep blue colour and strong saturation. Fancy coloured sapphires in various colours are also available. In the United States, blue sapphire tends to be the most popular and most affordable of the three major precious gemstones (emerald, ruby and sapphire).

Turquoise

Turquoise is found in only a few places on earth, and the world’s largest turquoise producing region is the southwest United States. Turquoise is prized for its attractive colour, most often an intense medium blue or a greenish blue, and its ancient heritage. Turquoise is used in a great variety of jewellery styles. It is perhaps most closely associated with southwest and Native American jewellery, but it is also used in many sleek, modern styles. Some turquoise contains a matrix of dark brown markings, which provides an interesting contrast to the gemstone’s bright blue colour.

Some gemstones (like pearls, coral, and amber) are classified as organic, meaning that they are produced by living organisms. Others are inorganic, meaning that they are generally composed of and arise from minerals.

Some gems, for example, amethyst, have become less valued as methods of extracting and importing them have progressed. Some man-made gems can serve in place of natural gems, an example is the cubic zirconia, used in place of the diamond.

About Damas

Overview

The Group is an international integrated jewellery and watch retailer operating in about 14 countries with around 424 stores, and the leading jewellery and watch retailer in the Middle East, based on number of stores. The Group’s network of retail outlets includes subsidiaries predominantly in the Middle East, India and Italy, Jointly controlled entities and Associates in countries across the Middle East, Europe, North Africa and other regions. The Group’s stores offer the Group’s own branded products as well as products sold under leading global and regional luxury brands.

The Group sells jewellery and watches through three main distinctive store formats, each of which is tailored to a specific type of customer.

Les Exclusives stores, which cater to high net worth consumers through products that include some of the world’s most exclusive luxury brands, for jewellery and watches, and some of the Group’s own brands;

Semi-Exclusives stores, which cater principally to upper-middle income consumers such as tourists and expatriate professionals and office workers, through products that include well known international jewellery brands of wider appeal, in addition to regional brands and the Group’s own labels; and

Damas 22K stores which cater mostly to middle income and working class immigrant populations, primarily of South Asian origin, and primarily offer jewellery under the Group’s own brands and regional brands.

In addition to the three principal store formats, the Group has other stores, such as watch stores and Mono-brand stores, as well as Damas Kids for children and parents, duty-free shops, a point of sale in the Saks Fifth Avenue department store at Bur Juman shopping centre in Dubai and other individually branded small stores such as Marhaba Jewellery and Farhan Jewellers etc. These include:

Watch stores, which include Damas Watches and Time Art stores offering internationally branded watches in the medium price range; and

Mono-brand stores, each dedicated to a single international brand, located throughout the UAE, including Tiffany & Co, Paspaley, Graff, Parmigiani, Links of London, Roberto Coin, Roberta Porrati and Folli Follie.

History

The Group has its origins in the activities of Mr Mohammed Tawfique Abdullah, the grandfather of the Founding Shareholders. Mr Abdullah began designing, crafting and selling gold jewellery to retailers in

Syria in the early 1900s. In 1955, the family business moved to the UAE when Mr Tawfique Abdullah’s son, Mr Mohammed Taher Abdullah, moved to Dubai and opened a goldsmith’s shop under the name Al Abdullah Jewellery Traders LLC (“AAJT”). The first retail outlet of AAJT was opened in 1959 and the gold wholesale operations began in 1970. In the late 1970s, Mr Taher Abdullah and his three sons, Tawfique, Tamjid and Tawhid, first developed the Damas brand in order to promote and market AAJT’s products. By the end of 1985, the Group had expanded into several retail stores, and in 1988 the Group launched its first branded jewellery line under the Harmony brand.

In the 1990s, the Group adopted an early version of its current marketing and merchandising strategy to develop its brands and products based on customer segmentation according to demographic profile, including its current three store format.

By 2000, the Group had established retail operations in Qatar, Bahrain, Oman and Jordan. In 2002, the Group expanded its operations to Kuwait and Saudi Arabia, and by 2004, the Group had expanded to Egypt, Libya, Sudan, Italy and India.

Damas’ key operational milestones

1907

Goldsmith operations began in Syria by Mr Mohammed Tawfique Abdullah, father of the founder.

1959

First retail outlet branded as Damas opened by Mr Mohammed Taher Abdullah in Dubai.

1970

Damas began wholesale gold operations in Dubai.

1985

Damas retail stores started selling international brands.

1988

Damas began the launch of its own brands.

1995

Damas established the Diamond Division to manage the sourcing of loose stones and finished jewellery.

2000

Damas’ business was expanded to countries including Qatar, Oman, Lebanon, Kuwait and Bahrain through investment in jointly controlled entities. The first Les Exclusives boutique was opened in the UAE.

2004

Damas purchased Stefan Hafner, a high-end Italian jewellery business.

2005

Damas raised AED 521 million through a private placement. Damas’ operations further expanded into Saudi Arabia, Jordan, Egypt, Libya, Sudan, Italy, India and Japan through investment in jointly controlled entities and associates.

2006

Damas established a 30,000 sq. m. manufacturing unit in the Dubai Multi Commodities Centre.

2007

Damas raised US$ 255 million through a syndicated loan.

2008

On July 8, Damas was listed on NASDAQ Dubai following a successful regional and international initial

public offering (IPO) to the institutional investors.

Damas and society

Mission and vision

We at Damas strive to be a leading multinational in the jewellery and fashion industry and a house to international brands.

Our aim is to delight customers by offering luxury wrapped in trust with the help of a team of dedicated professionals.

We are committed to the society we serve.

Damas donates a bus to the Emirates Thallassemia Association

Damas has donated a bus amounting AED 105,000 to the Emirates Thalassemia Association.

The bus was handed over to Abdul Basitt Mohammad Mirdas, Chairman of Emirates Thalassemia Association; Saeed Ja'afar Al-Aouadi, Financial Director; Salama Juma'a Bilal, Managing Director; Mariam Al-Mur Mohammad Bin Huraiz, Manager of Damas & Society Department; Elham Humaid Al-Suwaidi, Deputy Manager of Damas & Society Department and some of children afflicted by Thalassemia and their parents.

Abdul Basitt Mohammad Mirdas said, "Today’s meeting gives an indication of beautiful and splendid meanings. It solidifies the participation of private sector in supporting the social and health services within the society, pointing out that (Damas Group) has for a long time a great role in backing up Emirates Thalassemia Society and Thallassemia patients.

Damas sponsors Nasheed (Ya Bonaya”My Son”) for Ahmed Bu Khatir

Damas Group has announced sponsorship agreement for the production of the new video clip of the UAE’s national Nasheed singer Ahmed Bukhatir called “Ya Bonaya” as part of its commitment to preserve UAE and Islamic culture. Ahmed Bukhatir is the only Nasheed singer to top Virgin’s charts, with this last album selling over a million copies worldwide.

Admired worldwide, Ahmed Bukhatir hopes to use his influence to extend Islam’s word through harmony and unique performances. He expressed, “Caring for your elders—the theme of 'Ya Bonaya'--

Contours by Damas

Damas introduces Contours a new collection of timeless corporate gift solutions.

The range includes branded and non-branded business gifts, customized and custom-made gifts for recognition and bespoke trophies & awards. All items can be personalized with a company logo and gift-wrapped according to our customer's demands.

With local and overseas production facilities, there are unlimited possibilities for our design and production teams to develop and manufacture any customized products in any material i.e. gold, silver, platinum, brass, steel, acrylic, leather, ceramic, etc.

Most of our gifts can be engraved, embossed or printed on so you can add a company logo, a personal message or a client, staff or event name.

Our customer database now include more and more loyal and satisfied clients from the UAE and overseas, such as: Nestle, Kraft ME, Ducab, Dubal, Dugas, Damac, Festival City, Intercon Hotel, Ritz Carlton, J.W. Marriott, Etihad, Emirates, KLM, Microsoft, General Motors, Royal Bank of Scotland, Standard Chartered Bank, ADCB, Union National Bank, Commercial Bank of Dubai, Sheik Hamdan Medical Science Awards, Dubai Chamber of Commerce & Industry, RTA, Dubai University, UOWD and many more.

Damas donates a bus to the Emirates Thallassemia Association

Damas has donated a bus amounting AED 105,000 to the Emirates Thalassemia Association.

The bus was handed over to Abdul Basitt Mohammad Mirdas, Chairman of Emirates Thalassemia Association; Saeed Ja'afar Al-Aouadi, Financial Director; Salama Juma'a Bilal, Managing Director; Mariam Al-Mur Mohammad Bin Huraiz, Manager of Damas & Society Department; Elham Humaid Al-Suwaidi, Deputy Manager of Damas & Society Department and some of children afflicted by Thalassemia and their parents.

Abdul Basitt Mohammad Mirdas said, "Today’s meeting gives an indication of beautiful and splendid meanings. It solidifies the participation of private sector in supporting the social and health services within the society, pointing out that (Damas Group) has for a long time a great role in backing up Emirates Thalassemia Society and Thallassemia patients.

Damas sponsors Nasheed (Ya Bonaya”My Son”) for Ahmed Bu Khatir

Damas Group has announced sponsorship agreement for the production of the new video clip of the UAE’s national Nasheed singer Ahmed Bukhatir called “Ya Bonaya” as part of its commitment to preserve UAE and Islamic culture. Ahmed Bukhatir is the only Nasheed singer to top Virgin’s charts, with this last album selling over a million copies worldwide.

Admired worldwide, Ahmed Bukhatir hopes to use his influence to extend Islam’s word through harmony and unique performances. He expressed, “Caring for your elders—the theme of 'Ya Bonaya'--

Awards

Top of Form

Awards

Damas receives Appreciation Award from the Ruler of Dubai

Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of UAE and Ruler of Dubai conferred on Damas, the renowned jewellery and watch retailer, the Appreciation Award under the Dubai Quality Appreciation Award Programme (DQAP). The prestigious award was presented to Tawfique Abdullah, Chairman of Damas Jewellery at the Dubai Quality Award (DQA) ceremony held at the Grand Hyatt Hotel, Dubai. The award is based on the European Foundation for Quality Management Framework (EFQM) where the performance of participating firms is measured against strict parameters.

Commenting on this new and memorable milestone in its glittering journey, Tawfique Abdullah, Chairman of Damas Jewellery said: “We at Damas feel extremely honoured to receive this appreciation award for quality by the Ruler of Dubai whose vision leads the nation. We constantly strive to understand the needs of our customers and to deliver quality and innovative products through best business practices, provide an excellent working environment for our people and maintain a strong commitment to our society. ”

Damas website wins prestigious “BEST STRATEGIC FASHION AND ART AWARD” from the UAE web awards committee!

Dubai, UAE (Dec.’08) – Damas the world renowned jeweller clinched yet another win when its website won the prestigious “Best Strategic Fashion and Art” award at the fourth UAE Web Awards 2008 as an entry from ETA Star Portal. It was presented by The UAE Web Awards Committee, in association with MSN Arabia, Microsoft, BSA and Gowealthy.com on the 29th November 2008 for thirty five categories including finance, government and media. The competition presently covers 10 Arab countries and is expected to expand to North Africa in the coming years. The award aims to recognize the creative talent behind the development and design of UAE websites.

Damas patriarch honoured with Lifetime Achievement Award

The UAE government and the Dubai Multi Commodities Centre (DMCC) had recently bestowed upon the late patriarch of Damas, Mohammad Taher Abdullah with the first ever “Lifetime Achievement Award" in a special ceremony held at Atlantis, the Palm Jumeirah.

It was a moment of great pride when the Mr. Tawfique received the award alongside his brothers, Tawhid and Tamjid in the presence of distinguished guests and personalities.

“This award is a celebration for his great vision and immense contribution to the jewellery industry in UAE and the Middle East region,” Mr. Tawfique said.

“We thank everybody for the commitment, contribution and hard work and for being part of the Damas family,” Mr. Tawhid said.

Damas wins Best Service Performance Brand

The leading international jewellery retailer was honored along with other winners at a glittering ceremony held at Jumeirah Beach Hotel. Sheikh Saeed bin Mohammed Bin Rashid Al Maktoum and Khalid Ibrahim Al Kassim, Deputy Director General for Planning & Development, presented the award to Tamjid Abdullah, Deputy Managing Director of Damas.

Tamjid Abdullah remarked, “We are very pleased to be recognized once again by the DSES as we pursue excellence in jewellery retail. We salute the body for recognizing, supporting and encouraging enterprises that make positive contributions towards a more vibrant trade environment and better service to consumers."

“The success of Damas over the last 100 hundred years has been the outcome of our continuing efforts to provide premium quality products and personalized service to our clientele. Recognition such as this inspires us to introduce more innovations in order to meet the growing needs of our publics."

Khalid Al Kassim, Deputy Director General for Planning and Development of DED, commented, “The DSES certification primarily targets Dubai-based businesses that have a high interface with customers and has been initiated with the specific intent of facilitating growth in the tourism, trade, finance and service sectors. The scheme aims to promote businesses that strive to increase the standards in customer service and boost customer confidence through ethical and best practices.”

DSES binds all participating businesses to a common code of business ethics and core criteria for customer service excellence in 15 retail categories. The winners were selected out of over 1,000 participants on the basis of mystery shopper input. Damas scored the highest among all other retailers in the “Special Business Category” which covers establishments having more than 20 outlets.

As welcome bonus, Damas shops in Jumeirah Town Centre and Lulu Centre – Ajman were proclaimed “Best Service Performance Outlets for Jewellery.” Damas was the only participant winning multiple awards in its category. The DSES has been designed to gain customer confidence and transform the experience of buying in Dubai into a pleasurable one. This scheme is aimed to all businesses, especially those from the service sector where customer service is the differentiating factor between competitors.

Nature's Miracle Award 2004

Every year the Diamond trading Company (DTC), the marketing arm of DeBeers, organizes international events and activities to spread their message of the central role that diamonds play in the celebration of life and relationships.DTC instituted an award called ‘Diamonds: Nature’s Miracle’ for jewellery designed with diamonds and at the same time look at diamonds’ greater relationship with nature and mankind.

Al Maharra

Damas won the first place in the Tahitian Pearl Trophy competition 2006 in the entire Middle East region in the Pendants category. This international competition was organized by Perles de Tahiti, in an attempt to promote the highly prized Tahitian pearl in artistic jewellery.

The entry submitted by Damas was a pendant titled ‘Al Mahharah’, literally meaning ‘The Shell’. The piece is a unique combination of a Tahitian shell and Tahitian pearl with diamonds, white gold and yellow gold. Its underlying theme is a representation of Dubai as the pearl that radiates its glow and luminance to the rest of the world. Its concept has an Emirati touch as a signature element by Damas. The piece features a large Tahitian shell encasing a 13 mm Tahitian pearl, with rays of the glow depicted in white gold set with more than 200 diamonds progressing to yellow gold at the ends as it spreads.

‘Al Mahharah’ has been created entirely in-house by Damas, right from its conceptualization by Mr. Tamjid Abdullah, to its design by the Product Development Department, to sourcing of the Tahitian pearl and shell by the Pearl Division, to its execution into a real piece of jewellery in our very own Damas workshop and its title designation by Mr. Tawhid Abdullah.

Best Entrepreneurial Mentor Award

Tawhid Abdullah Awarded "Best Entrepreneurial Mentor" - Mohammad Bin Rashid Awards For Young Business Leaders, June 2007

Mohammed bin Rashid Al Maktoum Business Award

Tawhid Abdullah, C.E.O Damas, received the award from HH Sheikh Ahmed bin Saeed Al Maktoum,

President of Dubai Civil Aviation Authority, Chairman and Chief Executive Emirates Group, at an impressive ceremony attended by top government officials, foreign dignitaries, members of the Board of Directors of Dubai Chamber, representatives of business councils and trade centers as well as members from media

Damas Catalogue Boudoor Fulla Gili

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Damas Airmiles Promotion

Damas Airmiles Promotion

Offer: o Special offer of 50% discount on selected Diamond

Jewellery, Pearls and Watches, exclusive to Air Miles members.

o Double Air Miles on all purchasesLocation:

o Damas pavilion located on ground floor, main entrance, Lulu Hypermarket, Al Barsha, Dubai.

Dates:o 16th to 18th December, 2010

Celebrate your Special Moments with Damas Gift Vouchers

A million ways to win someone’s heart.

Damas Gift Vouchers offer an endless choice of Diamond, Gold, Pearl Jewellery and Watches from a premium mix of International and Damas Brands. This is an appealing gift for every one.

These vouchers can be a gifting option for Birthdays, Weddings, Anniversary, Festivals, Graduation, Incentives and Corporate Gift.

The Damas Gift Vouchers are available in denominations of AED 1000, AED 500, AED 250, AED 100 and AED 50. We also offer personalized gift vouchers for AED 10000 and above.For Corporate Inquiries please contact Contours by Damas on 04 – 4270 554.

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Farasha’s new Summer Edition

Product description:

Three-piece set floral fantasy collection consists of pendant chain, drop earrings and ring. Crafted in 18k yellow gold and showcasing diamonds, semi precious gemstones, pearls and

mother of pearl. The set is a definite must-have this summer. It makes splendid gifts for jewellery lovers seeking rare options. Total priced at Aed 8,990 with individual pieces priced as follows:

Pendant Chain contains 0.25cts diamonds and priced at Aed 3,130 Earrings contains 0.50cts diamonds and priced at Aed 4,030 Ring contains 0.15cts diamonds and priced Aed 1,830

Availability:Now available at select Damas outlets across UAE, till stocks last.Call Damas Customer Service Department on 009714 – 4270336 for more details.

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Great deals with partner banks and Loyalty Programmes!

Air Miles – Reward yourself while you shop!

To reward our customers’ continuous loyalty, Damas has partnered with Air Miles - the free-to-join loyalty programme, to give you free fabulous rewards you dream of and more for simply doing what you do everyday – Shopping!

Make sure you swipe your Air Miles Card at all the Damas Jewellery outlets every time you shop to earn Air Miles on every purchase.

All Airmiles card members can avail the facility of instant redemption of their Airmiles either against their purchases at all Damas stores in the UAE or choose from a collection of jewellery specially created for the Airmiles card members only.

If you are not already a member and would like to join free today or to find out more information about Air Miles programme, visit www.airmilesme.com or call 04-3913400.

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Launch of Princess of Hearts Diamond collection

Product description:Designed specially using princess cut diamonds; the collection of pendant chains, earrings and three rings symbolizes romantic emotions in the most beautiful way.

The collection is available in 2 versions of 18k yellow or white gold. Its signature element is the heart motif and the letter “D” for Damas, the symbol of true confidence in quality and trust which appear on each of the pieces.

Description of each piece from the collection:o Pendant chain comes in

0.35cts at tag price of Aed.1490

o Earrings come in 0.70cts at tag price of Aed.2590

o Rings:o Cluster ring comes in

0.25cts at tag price of Aed.1290

o Three-stone ring comes in 0.45cts at tag price of Aed. 1890

o Five-stone ring comes in 0.40cts at tag price of Aed. 1790

The quality of the diamonds used range from VS to SI in clarity and G to H in colour.

Availability:This limited edition collection is now available at selected Damas outlets across UAE, till stocks last.

Spirit of Arabia – New Pendants launch – June 2010

Product description:

Spirit of Arabia latest collection consists of three circular pendants with chain. Crafted in 18k yellow gold and encrusted with select diamonds, each pendant portrays distinct

and well known features of the land such as date trees, camels and typical coffer jug.

The iconic pendants which capture the legendary Spirit of Arabia are priced at Aed990 each, make cherished gift options

Availability:Now available at select Damas outlets across UAE, till stocks last.Call Damas Customer Service Department on 009714 – 4270336 for more details.

Bracelet in 18k with a varity of drops and rounds purple crystals and enamel , can be worn as an anklet.

Brand Name : Farfasha

Collection Name : Purple Rainbow

Article Available : Necklaces, Earrings, Rings, Bracelets, Hair Clip

Reference : 18D2FPR08

http://www.damasjewel.com/UploadImages/spirit-of-arabia-ad-english.jpg

Bangle in 18k with coloured stones and enamel .The pendant has openable clasp and can be removed.


Collection Name : Cindrella

Article Available : Necklaces, Earrings, Rings, Bracelets, Bangles, Punja

Reference : 18D2FCI08

Bangle in 18k with coloured enamel.


Collection Name : Bubble

Article Available : Necklaces, Earrings, Rings, Bracelets, Bangles

Reference : 18D2FBU08

Bracelet in 22 kt yellow gold

Brand Name : Harmony

Collection Name : Harmony Collection

Article Available : Necklaces, Earrings, Bracelets

Reference : HAR-BR01

Bracelet in 18k with coloured enamel , The pendant has openable clasp and can be removed.





Bracelet in 18k with coloured stones and enamel .


Collection Name : Charming

Article Available : Necklaces, Earrings, Rings, Bracelets, Mobile Charm

Reference : 18D2FCH11

Bracelet in 18k with coloured enamel .


Collection Name : Honey

Article Available : Necklaces, Earrings, Rings, Bracelets

Reference : 18D2FHO08

Bracelet in 18k yellow gold with coloured stones and enamel , The pendant has openable clasp and can be removed.


Collection Name : Infinity


Reference : 18D2FIN08

Bracelet in 18k yellow gold with coloured stones in different shapes.


Collection Name : Eternity


Reference : 18D2FET08

Bracelet in 18k with a varity of coloured stones and enamel , can be worn as an anklet.


Collection Name : Rainbow

Article Available : Necklaces, Earrings, Rings, Bracelets, Punja, Hair Clip

Reference : 18D2FRB08

Bracelet in 22 kt gold

Brand Name : Harmony

Collection Name : Harmony Collection

Article Available : Necklaces, Earrings, Bracelets

Reference : HAR-BR02

Hair Clip

Hair clip in 18k with enamel and purple crystals in drops and rounds .


Collection Name : Purple Rainbow

Article Available : Necklaces, Earrings, Rings, Bracelets, Hair Clip

Reference : 18D2FPR08

Hair clip in 18k with a varity of coloured stones and enamel.


Collection Name : Rainbow

Article Available : Necklaces, Earrings, Rings, Bracelets, Punja, Hair Clip

Reference : 18D2FRB08

Mobile Charm in 18k yellow gold with bright enamel colours.


Collection Name : Charming


Reference : 18D2FCH12

Mobile charm

Mobile Charm in 18k yellow gold with coloured stones and enamel .The pendant has openable clasp and can be replaced by another colour.


Collection Name : Infinity


Reference : 18D2FIN08

Mobile Charm in 18k yellow gold with coloured stones.


Collection Name : Eternity


Reference : 18D2FET08

24 kt gold pendant

Collection Name : Aura Collection

Article Available : Pendants

Reference : Aura - 0275

24 kt gold necklace


Article Available : Necklaces, Earrings, Rings, Bracelets

Reference : Aura-0262

24 kt gold pendant



Reference : Aura-0276

Pendant in 18k gold with diamond and Turquoise

Collection Name : Aya Collection


Reference : RMDR004TQ

Pendant in 18k gold with diamond and Mother of Pearl



Reference : RMDR004MPW

Pendant in 18 kt gold with diamonds, containing the transcriptions of the Holy Q'uran



Reference : Aya13

Pendant in 18k gold with diamond and mother of pearl



Reference : RMD006MQ

Pendant in 18 kt gold with trilogy of marquise-cut diamonds

Collection Name : Boudoor Collection

Article Available : Pendants, Earrings, Rings

Reference : BOU-P015

Ring in 18 kt gold with trilogy of pear-cut diamonds


Article Available : Pendants, Rings

Reference : BOURI01

Pendant in 18 kt gold with trilogy of round brilliant cut diamonds


Article Available : Pendants, Rings

Reference : BOU-P013

Necklace and earrings set in 18 kt white gold with Damas cut diamonds

Collection Name : Damas Cut

Article Available : Necklaces, Earrings, Rings

Reference : Pendant (DCP 006), Earrings (DCE006)

Full eternity ring with diamonds (2.65 ct)

Collection Name : Dibla Collection

Article Available : Rings

Reference : DIB-036

Full eternity diamond wedding ring (1.60 ct)



Reference : DIB-011

Full eternity diamond wedding ring (3.86 ct.)



Reference : DIB-030

Earrings in 18 kt white gold with diamonds and coloured stones

Collection Name : Farasha Collection


Reference : FE-101

Earrings in 18 kt white gold with diamonds and multi-coloured stones



Reference : FE-165

Pendant in 18 kt white gold with diamonds and multi-coloured stones



Reference : FP-101

Ring in 18k yellow gold studded with Diamonds and colored gemstones with a base of white mother of pearl.



Reference : FR MOP 007

Ring in 18k yellow gold studded with Diamonds and colored gemstones with a base of white mother of pearl



Reference : FR MOP 006

Pendant in 18k yellow gold studded with Diamonds and colored gemstones with a base of white mother of pearl.



Reference : FP MOP 007

Earrings in 18k yellow gold studded with Diamonds and colored gemstones with a base of white mother of pearl.


Article Available : Earrings

Reference : FE MOP 007

Earrings in 18k yellow gold studded with Diamonds and colored gemstones with a base of white mother of pearl


Article Available : Earrings

Reference : FE MOP 006

Pendant in 18k yellow gold studded with Diamonds and colored gemstones with a base of white mother of pearl



Reference : FP MOP 006

Ring in 18k with coloured enamel.




Earrings in 18k with coloured enamel.




DAMAS BRANDS

Aura

AYA

Boudoor

Damas cut

Dibla

Farasha

Farfasha

- Bubble- Charming- Cinderella- Eternity

- Honey- Infinity- Purple rainbow- Rainbow - Sparkling

Farha

Fior

Fulla

Harmony

Hayati

Jawaher

- Her majesty

Legacy

Manthourah

Nakshaktra

Solitaire

Joy Alukkas

Company profile-

With a turnover of over $1 billion Joy alukkas Group, has rapidly expanded its foothold all over the globe since its inception 24 years ago. Other than being renowned as the world's favourite jeweller, the group has also diversified into other profitable businesses.

Today the Group has grown with 10 million customers and employs a highly committed and satisfied team of over 3000 people in nine countries, namely India, UK, UAE, Kuwait, Oman, Bahrain, Saudi Arabia and Qatar. The phenomenal success of Joy alukkas has been driven by an unstinting commitment to quality, a fact that has been widely recognised.

Joy alukkas jewellery was the first jewellery retailer to be awarded the prestigious ISO 9001:2008 and 14001:2004 certification. This was only the beginning for the series of achievements that followed. The most recent is The Highest VAT Paying Jewellery Group Award conducted by Kerala Gem and Jewellery

Show & The Department of Industries and Commerce, Government of Kerala.

Joy alukkas has been hailed as the world's favorite jeweler, not without reason. They are also the jewellery chain to be conferred with the honor of the Retailer of the year in The Middle East. In addition Joy alukkas has the distinction of being awarded the Dubai Quality Awards Certification by HH Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of UAE and Ruler of Dubai. the UAE.

Joy alukkas over the last 5 years has consistently opened approximately 10 new showrooms per year across India and GCC. The global retail chain will have 80 showrooms in July with the opening of its showroom in Bangaluru. Joy alukkas Jewellery aims at having 100 showrooms around the world by the end 2011.

Joy alukkas Group has always believed that people and the community within which it operates are the cornerstones for its success and as such is actively involved in CSR (Corporate Social Responsibility) activities across various states in India. Joy alukkas consistently undertakes various programs to help the needy and encourage causes that benefit the society. From building homes to helping flood victims or helping expats reach back home when they require financial assistance, the Group has always believed in being there when needed the most.

It is with immense pleasure that I welcome you to the online home of Joyalukkas jewellery.

The reputation of Joyalukkas jewellery is built on several strong values, not the least of which is innovation. Key to several of our accomplishments, the spirit of innovation not only touches our designs and products, but also epitomises our approach as a company.

We are constantly on the lookout for new ways to enrich and enhance the customer experience. Our new enhanced website takes that commitment further and brings your favourite jewellery destination closer to you.

Our website will keep you updated on the latest from us. You can browse through our fascinating jewellery collections and be the first to know of our exciting offers. In the days ahead, you can also look forward to shopping for Joyalukkas jewellery from the convenience of your home, through our website.

Even as you explore newer avenues to shop for Joyalukkas jewellery, you can be sure that the quality we deliver will stay as impeccable as ever.

We thank you for your interest in Joyalukkas jewellery and hope you have a thoroughly fulfilling online experience with us.

As a valued Joyalukkas customer I welcome your feedback and opinion to help serve you better, please write to me on [email protected].

History

mailto:[email protected]

Joy Alukkas, followed in his visionary fathers footsteps and expanded the ‘Joy Alukkas’ name to a global level. His father Varghese Alukkas started his first jewellery showroom way back in 1956 and since then Joy Alukkas has made ‘Joyalukkas’ an household name in jewellery. Joy Alukkas took his first step by setting the jewellery showroom in UAE in the year 1987, since then there has been no looking back for Joy Alukkas. Today Joyalukkas is a USD 1 billion plus global conglomerate which has been personally created by Joy Alukkas in a span of merely two decades and with the single minded vision to consolidate Joyalukkas’ position as the world’s favourite jeweler.

Joy Alukkas’s success is the result of his forethought. In 1987 he flew to UAE to explore the untapped market and little did he realize that he was going to change the way the world looked at jewellery. He set up his first shop in Abu Dhabi followed by Dubai, Sharjah, Al Ain and Ras al-Khaimah. The expansion since then has continued to rope in countries like UK, Qatar, Oman, Bahrain, Kuwait and Saudi Arabia.

As a part of its Indian expansion, Joy Alukkas opened a number of outlets in his native state of Kerala, India in 2002 and soon he started expanding in states of Tamil Nadu, Karnataka, Maharashtra, Andhra Pradesh and Delhi. The flagship company of Joyalukkas touches the lives of over 10 million customers across eight countries through its 80 retail outlets and the success of which is credited to the chairman of the Group, Mr. Joy Alukkas.

Despite running a multi dollar retail gold and diamond jewellery business halfway across the world, Joy Alukkas wears his success lightly. He has his ear to the ground, his finger on the pulse and his feet on the ground. The fact is Joy Alukkas got to where he is because he never compromised with its corporate values and strongly believed that satisfied customers are the backbone of a company.

Joyalukkas became the first jeweller in the Middle East to be awarded both the ISO 9001 and ISO 14001 certification and to be recognized by the Dubai government with the Dubai Quality Award under Trade category in 2008. He has a long list of awards which Joyalukkas group got under his leadership.

It was due to his vision again that, Joyalukkas CSR (Corporate Social Responsibility) efforts were given shape through unique business models. Such an effort is the first of its kind taken up by any jewellery retail chain. For someone who has rarely –if ever –based his decisions on the more modern management tools such as graphs, scales and projections, Joy Alukkas‘s meteoric rise is a role model of entrepreneurial grit and intuitive enterprise.

Joy Alukkas revolutionized retail jewellery trade in India by introducing training programs for its employees and also brought the concept of “wedding centre” within the jewellery store. Many a feathers are attached to the success hat of Joy Alukkas, including the opening of the world’s largest showroom and the first Diamond Cave in Chennai, India, considered the jewellery hub of India. The phenomenal success of this showroom and this unique concept has proved his foresight and business acumen.

VISION

To become a global brand by ornamenting the world.

MISSION

To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions, adhering to globally approved processes and norms and creating a successful value- chain for our associates.

AWARDS

Joyalukkas is named Retail Chain of the Year 2010!

On August 21, 2010, amid a glittering array of stars from the jewellery industry, Joyalukkas was named the Retail Chain of the Year 2010 at the Retail Jeweller India Awards.

The Retail Jeweller India award is the only business award in the country that recognizes the achievements of jewellery retailers in India. Each year the Indian International Jewellery Show (IIJS) celebrates the highest achievers in India's dynamic jewellery industry with one single yardstick "THE RETAIL JEWELLER INDIA AWARDS". These achievers are chosen by an esteemed panel of veterans in the industry. This year, the panel included the Chairman of FICCI, the head of the De Beers Group as well as noted personalities form the Indian film and fashion industries.

It was with great pride that the Chairman of the Joyalukkas group accepted the award of Retail Chain of the Year. This award is a true testament to the fact that we have consistently come up with successful initiatives in product design, marketing and retail concepts year after year.

From it’s inception with a single jewellery showroom to its current stature of USD 700 million plus global conglomerate, Joyalukkas has revolutionized the jewellery retail industry through innovative schemes as well as a unique business model. In the short span of 2 decades, Joyalukkas has transformed the way the world looks at jewellery and made itself a household name.

Government of Kerala presents Joyalukkas the award for being the highest taxpayer with the best record for tax compliance.

Joyalukkas is the first jeweller to win at the Kerala Trade Awards a Government of Kerala initiative. The award has been created to recognize organisations that pay the highest tax and have the best record for tax compliance. The award was presented by the Hon. Minister of State for Finance and Public Affairs, Dr. T. M. Thomas Isaac to Shri Joy Alukkas, Chairman, Joyalukkas Group on 31st July, 2010. The award proves the Joyalukkas commitment to best practices across all its business operations. Joyalukkas has recently won the Superbrand status and has also received recognition from the Ruler of Dubai under the Dubai Quality Awards program for its adherence to best practices in business.

“We ensure and strive towards best practices in all our business operations. To win our customers trust we have to first ensure we adhere to the laws of the land we operate in. I thank the Government of Kerala for the award and commit to continue doing our business with sincerity and integrity at all times. We dedicate this award to our valued customers who are our strength and encouragement.” said Mr. Joy Alukkas, Chairman of Joyalukkas Group. A number of eminent dignitaries and guests graced the first Kerala Trade Awards function which is set to recognize businesses across Kerala for their best tax practices.

Joyalukkas is distinguished for its trust, superior quality products, popular patterns and above all the choice it offers customers in India and abroad. As such all Joyalukkas outlets offer 100% BIS hallmarked gold jewellery, 100% IGI certified diamond jewellery and 100% PGI certified platinum jewellery.

Joyalukkas is Superbrand of the UAE! 03-August-2010

The first jewellery retailer to be awarded the prestigious ISO 9001:2008 and 14001:2004 certification. The jewellery chain that has been hailed as the Retailer of the Year in the Middle East. The business model that was recognized by the Dubai Quality Appreciation Program. And now, Joyalukkas, the world's favourite jeweller has yet another feather to add to it's cap, as it was recently awarded the distinction of being a 'Superbrand' in the UAE.

The announcement was made at the prestigious Superbrands Tribute Event, a high profile, premier marketing occasion attended by the media and peers alike. The award was accepted by Mr. Joy Alukkas, Chairman of the Joyalukkas Group, while the brand will be featured in the 2010 edition of the Superbrands UAE book.

- View photos here -

The Superbrands organisation is acclaimed worldwide as being an independent authority and arbiter of branding excellence and is committed to paying tribute to exceptional brands and promoting the discipline of branding. Only brands that achieve the level of recognition set by the independent Superbrands Council are eligible for inclusion in the Superbrands UAE book, which traces the history and achievements of each of the brands.

From it’s inception with a single jewellery showroom to its current stature of a USD 1 billion plus global conglomerate, Joyalukkas has revolutionized the jewellery retail industry through innovative schemes as well as a unique business model. In the short span of 2 decades, Joyalukkas has transformed the way the world looks at jewellery and made itself a household name.

For years, Joyalukkas has set the benchmark in jewellery, by offering the customers a wide range of contemporary and ethnic jewellery, as well as a variety of gold, diamond, precious stone and platinum jewellery under the Joyalukkas umbrella.

Mr. Joy Alukkas, Chairman of Joyalukkas Group said “We have always prided ourselves on being a customer-centric brand, and have continuously been bettering ourselves to give the customer the best products and services. To be voted as a Superbrand by the Council is a powerful endorsement and evidence for existing and potential customers of our brand’s exceptional status; and I would like to thank them for helping us to get to where we are.”

The global retail jewellery chain will have 80 showrooms in July with the opening of its showroom in Bengaluru, India. Joyalukkas Jewellery aims at having 100 showrooms around the world by the end of 2011.

Joyalukkas won The Highest VAT Paying Jewellery Group Award 2009 22-November-2009

http://picasaweb.google.com/114913401136395418994/JoyalukkasIsSuperbrandOfTheUAE#slideshow/5496708339033292994

Joyalukkas won The Highest VAT Paying Jewellery Group Award 2009

The World’s Favourite Jeweller, Joyalukkas won The Highest VAT Paying Jewellery Group Award. The Award was conducted by Kerala Gem and Jewellery Show & The Department of Industries and Commerce, Government of Kerala. The Award was presented at an event held at Gold Souk, Cochin on 21st November 2009. The Award was received by Mr. Joy Alukkas, Chairman Joyalukkas Group from Mr. T.O Suraj - Director of the Department of Industries & Commerce. Mr. P.V Jose, President of Jewellery Manufacturers Association, Gaurav Gupta - Gold Souk Vice President & Sumesh Vadera - Managing Director of Art of Jewellery were also present.

Acknowledging this special win, Mr. Joy Alukkas, Chairman Joyalukkas Group, asserted, “This appreciation that we got is for doing a transparent business and this award is dedicated to all our customers & associates.”

Joyalukkas won The Best T.V Campaign & The Best 360 Degree Marketing Award 2009

14-August-2009

Joyalukkas won The Best T.V Campaign & The Best 360 Degree Marketing Award 2009

The World’s Favourite Jeweller, Joyalukkas won The Retail Jeweller Award for The Best T.V Campaign of the Year and The Best 360 Degree Marketing of the year. The Award was presented at an event held at Mumbai on 09th August 2009. The Award was received by Mr. John Paul Joy Alukkas, Director Joyalukkas Group from Mr. Mehul Choksi, Chairman and Managing Director, Gitanjali Group.

Acknowledging this special win, Mr. Joy Alukkas, Chairman Joyalukkas Group, asserted, “This milestone is achieved due to the hardwork and dedication of the members of Joyalukkas Group and this award is dedicated to all our customers.”

Joyalukkas Jewellery – “My0.50”initiative on Share Best Practise Conference - 2009 18-July-2009

Joyalukkas Jewellery, excelled in CSR activities carried the privilege to share the good practice-“My0.50” among the corporate world. Joyalukkas Group received the memento in appreciation to the support extended as an official sponsor of the programme and addressed our strategic insights to the future.

My 0.50 is a voluntary micro project undertaken by all the employees of Joyalukkas jewellery as a part of our CSR activities. This project was initiated in 2007 and company’s staff voluntarily supports the project by donating 0.50 of their salary to the fund and in addition the top management adds an equal amount from their personal funds in to the “My0.50”fund. CSR at Joyalukkas is a three – pronged activity arising from the Joyalukas foundation, the Blood Donors Forum and “My0.50”. We believe that God and Man are equal partners in life. God always does his bit and we need to do ours. The box of God’s 0.50 is always full. Therefore at Joyalukkas , we decided to do our bit towards filling the box of our.50.

“My 0.50” is a voluntary micro project undertaken by all the employees of Joyalukkas jewellery as a part of its CSR activities .This project was initiated in March 2007 ,and as a part of the strong belief that, together, we ought to give back to society what we can. The unique feature of this project is that it involves each and every member of the Joyalukkas family. The company’s staff voluntarily support the “ My0.50” project by a daily contribution of only 0.50 fils of their salary to the fund. This operation is deployed by an automatic deduction of the total monthly amount from the salary of the employees. In addition, the Top Management adds an equal amount from their personal funds in to the “My 0.50” Fund. It is fairly easy to succumb to the habit of doing a good deed once and then forgetting about sustaining it. Therefore, to walk the talk in a sustained manner, such thoughts need to be followed up and put on to a conveyor belt for self propelled action. A mechanism has been developed by simply depositing the contributions of the staff into a separate bank account and entering the details of the same in to the software.

The funds raised this way have been used for various social causes across the world such as medical treatment assistance to patients such as those suffering from AIDS ,cancer, renal failure etc, jail rehabilitation, family help ,air ticket to the needy ,special needs care ,education, home building ,old age home care amnesty help, disaster help, marriage help, beyond orphanage, cloth distribution scheme ,sanitation scheme in rural area, self employment aid ,health awareness campaign, monthly care scheme, child care scheme,etc.

All the help extended through the “My0.50” project is without any discrimination whatsoever ,irrespective of caste, creed, age, gender,nationality,religion etc.If you are interested in My 50 ,please write to [email protected]

Joyalukkas Qatar receives the “BEST LOYALTY PARTNER” 15-June-2009

Joyalukkas Jewellery, Qatar has been recognized by the Doha Bank Dream Loyalty Program as the “BEST LOYALTY PARTNER”. Mr. R. Seetharaman, CEO, Doha Bank officially presented the Award to Mr. Jestin Anto, Joyalukkas Qatar at the ceremony held on June 8, 2009

mailto:[email protected]

at Four Seasons Hotel Doha. Mr. Seetharaman said that the partnership with Joyalukkas Jewellery has been a definitive boost to the business.

Joyalukkas Jewellery Certified with ISO 9001 : 2008 and ISO 14001 : 2004 in the UAE 28-May-2009

Joyalukkas Jewellery had started its journey of excellence by becoming the first and only jeweler in the UAE to be certified to both ISO 9001 : 2008 and ISO 14001 : 2004 in the UAE.

“The success story in the Middle East led us to implement our Quality Management System (QMS) in our Indian operations as well.

The Joyalukkas management system has also helped the company to institutionalize its vision and mission in all levels of the organization. A Good QMS and EMS (Environment Management System) system were implemented to ensure that there is maximum customer satisfaction, environment friendly operations, also being a role model and advocate of business excellence.

The new ISO 9001: 2008 requires an organization to demonstrate its ability to provide products that meets customer and applicable statutory and regulatory requirements and aims to enhance customer satisfaction including process for continual improvement of system, and the assurance of conformity to customer and applicable statutory and regulatory requirements.

And as a result of our uncompromised attitude towards Quality, we have been accredited as the first and only jeweller in the Middle East to be conferred with ISO 9001: 2008. In our journey towards excellence, Intertek has contributed immensely from the initial certification stage as well as in providing structured training on latest updates.

Joyalukkas won the 'Consumers Choice Awards 2008' 24-April-2008

Joyalukkas won the 'Consumers Choice Awards 2008'

The world's favourite jeweller, Joyalukkas, has once again credibly underlined their premium status in jewellery customer's minds by winning the prestigious Consumers Choice Award 2008 initiated by Retail jeweller India in association with Dimexon .This outstanding achievement emphatically proved beyond reproach why Joyalukkas jewellery is such a brilliant favourite among millions of customers across the globe.

Acknowledging this special win , Mr. Joy Alukkas,Chairman of the Joyalukkas Group, asserted,” This is a victory for each and every one of my customers. Every achievement of Joyalukkas is dedicated to them, because they are the special people who make us the special people that we have become, always ready to bring them better jewellery through a dedicated team , more outlets, better variety, outstanding designs and whatever it takes to delight our customers

The Best Retailer Award 2007 – “JJS & GoldSouk Jeweller Awards" 17-January-2007

The Best Retailer Award 2007 – “JJS & GoldSouk Jeweller Awards" 23-Dec-2007

Joyalukkas Group Chairman, Mr. Joy Alukkas was honoured with The Best Retailer Award 2007 which was organized by Jaipur Jewellery Show (JJS) & GoldSouk. The event was held on 23rd December 2007 at Jaipur. Distinguished panel of jurists comprised of Princess Dia (from the Royal Family of Jaipur), Dr. K.L. Jain (Secretary – Rajasthan Chamber of Commerce) and Mr. Yogi Durlabhji (a legend in the Rajasthan Gems

industry).

The Best Retailer Award 2007 was presented by of Princess Dia & Mr. Dinesh Khatoria (Co- Convener of JJS).

Joyalukkas has bagged the "Best Service Performance Brand" 12-January-2006

Joyalukkas has bagged the "Best Service Performance Brand", Medium business category, Jan-March 2006 and DSES recognises Joy alukkas jewellery as a new valued member of DSES(Dubai Service Excellance Scheme). This award is given by the Dubai Economic Department for the first quarter of the year 2006.

Mr.John Paul, Director, Joyalukkas Group, receives the award from Mr.Khalid Al Qasim, Deputy Director General, Planning & Dev.

Retail ME awards -The best retailer of the year 2005 20-August-2005

"

Retail ME awards Joyalukkas Jewellery as the best retailer of the year 2005 in the Middle East

Continuing their saga of creating impressions that last, Joy Alukkas Group, the world's favourite jeweller, won the RetailME Local Retailer of the Year 2005 award at a glamourous funcion in Dubai last evening.

The RetailerME awards institute last year under the patronage of HE Shaikha Lubna Bint Khaled Al Qasimi, UAE minister for economy saw several heavy weights in the retail industry competing for the honour. Other contenders shortlisted in the category were EMKE Group, Magrudy's, NStyle International and THE One.

The Award category is open to all local retailers headquartered in the Middle East. The award nominees are closely examined based on store layout, merchandising, department management, customer service, creativity, cleanliness as well as community involvement. They also had to provide strong evidence of unique store positioning that offers outstanding quality, selection and extraorinary shopping experience.

Joy alukkas group was the winner for the Local retailer of the year. The judging committee is a team of reputed experts and consultants in the retail industry including Saeed Mohammed Al Nabouda -CEO of DSF and DSS; Walter Kleinschmit - Principal, Middle East Council of Shopping Centres (MECSC); Colm McLoughlin - Managing Director of Dubai Free; John Stanley - International conference speaker and consultant; Peter Walichnowski - world recognised developer of major commercial projects; and Ian Watt-Director, Old Mutual Properties.

Expressing his happiness at the Group's selection, Joy Alukkas Group chairman, said, "It is indeed an honour for us to be awarded the very first RetailME Local Retailer of the Year. We owe it not only to our customer who inspire us to give trhe best; bust also to our team who always insist on giving the best"

PROMOTIONS

Joyalukkas Shopping Festival 30-November-2010

Welcome to BIG WINNINGS and a World of Choice.

Win gold coins every week through lucky draw1st prize 25 soveeigns for 3 persons2nd prize 10 sovereign for 12 persons3rd prize 5 sovereign for 48 personsPlus - Bike, T.V, Refrigerator, Mocrowave Oven, Washing Machine and many other consolation prizes.Gift coupons for every textile purchase worth Rs.1000 and for gold purchase worth Rs.5000.

This offer valid in all Joyalukkas showrooms within Kerala.Offer valid from 1st December 2010 to 15th January 2011.

Savaria - next generation gold chains 20-November-2010

Presenting Savaria, a stylish collection of chains studded with Rubies, Emeralds & Supphires. Each chain is extra long, so you can wear it anyway you like.

Bandhan - diamond studded wedding rings 08-November-2010

Make the most important day of your life even more memorable, with 'Bandhan' rings for him and her. Made with IGI certified diamonds, what makes them even more special is that you can have the bride and grooms names etches on them.

The 'Bandhan' from Joyalukkas. An everlasting symbol of your love.Glow with JOY this Diwali. 21-October-2010

This exclusive promotion has ended on 7th November 2010.

Free 200mg Gold Coin with every Gold & Diamond Jewellery worth Rs.25,000/-* (in all Joyalukkas showrooms in Tamil Nadu, Puducherry, Bengaluru, Hyderabad, & Mumbai)

Free 200mg Gold Coin with every Gold & Diamond Jewellery worth Rs.30,000/-(in all Joyalukkas showrooms in Kerala)

Celebrate this Diwali with exclusive offers from Joyalukkas. What's more, you can also check out our exclusive collections of gold, diamond, pearl and platinum jewellery, available at all Joyalukkas showroom.

- Own a diamond bangle at Rs. 42,000/- & Buy 3 Get one Free!- Exclusive diamond studded Lakshmi pendant with chain for Rs. 23,900/-- Elegant diamond set (Ring, studs & pendant with chain) for Rs.18,900/-

Special offer in Joyalukkas Gurgaon showroom: Free 200mg Gold Coin with every Gold & Diamond Jewellery worth Rs.25,000/-Elegant Diamond Set (Ring, Studs & Pendant with Chain) for Rs. 21,500/- & Rs. 28,000/-

*Conditions apply. Offer till 07th November 2010. Not applicable for gold coin, bar & other offer products.

Navaratri Offer 09-October-2010

Own a diamond bangle at Rs. 42,000/-* & Buy 3, Get One Free!

This offer is available only till stock lasts.

100% LIFELONG BUY-BACK GUARANTEE ON OUR DIAMONDS.INTERNALLY FLAWLESS BELGIUM DIAMOND JEWELLERY.

Available in all Joyalukkas showrooms in India.

*Conditions apply. Vat extra.

Solitaire Exhibition by Joyalukkas 26-July-2010

Discover the enchanting world of our collection of Solitaire diamond jewellery and loose stones. Expertly created by our master craftsmen, each design is a work of art, made even more special by the flawless stones that adorn it. Feast your eyes on this magnificent collection, at the Solitaire exhibition in Chennai.

- The largest collection of diamonds under one roof- 100% IGI certified diamonds- Free setting in jewellery of your choice- Wide range of precious stones at affordable prices

Joyalukkas, 39, N.Usman Road, T.Nagar, Chennai.Tel: +91 442 8155655.

This exhibition closed on 1st August 2010

Joy of New Year 18-December-2009

1) Get Free 22ct. Gold Coin for every purchase of Jewellery worth Rs.25,000 or more.

2) Get Free 22ct. Gold Pendent for every purchase of Jewellery worth Rs.50,000 or more.

3) Get Free 22ct. Gold Ear Rings for every purchase of Jewellery worth Rs.1,00,000 or more.

4) Get Free 22ct. Gold Chain & Pendent for every purchase of Jewellery worth Rs.2,00,000 or more.

This Offer is valid in all Joyalukkas showrooms in India.HURRY! Valid only upto 3rd January 2010.

Not applicable for gold coins & bars. One purchase attracts only one gift.

*Conditions Apply

PRODUCT THEY OFFER GOLD

Precious gem

AAMI

RA

BAKIAMO

RE

EBR

U

MERMAI

D

TEENS & TWENTI

ES

ZENIN

A

FLORENTIN

A

AKSHAY

A

MADHU

BA

NI

MAYU

RI

DIAMOND

DI R

OYAL

E

MI

ST OVI

O

http://www.alukkas.com/IN/BrandDetail.aspx?hCID=2&hBID=9




















































Strengths Weaknesses

Strong direct selling strategy Lower returns and profit marginsBroad offerings Declining cash flowsStrong brand name Sluggish performance in the Japanese market

Strong balance sheet

Opportunities Threats

Expansion in retail outlets Counterfeit goods

Increasing online sales Increasing rental rates in the US

Growth in men’s toiletries and fragrances market Slowdown in the US economyNew business venture

StrengthsStrong direct selling strategyTiffany has adopted multiple direct distribution channels. The US retail sales include direct sales through Tiffany stores in the US or through business to business direct selling operations in the US.International retail sales include both Tiffany stores and boutiques. The company also sells its products online and is also involved in catalog sales. Tiffany offers retail sale through its online portal tiffany.com. The company offers a selection of more than 3,500 products through this website. The company also operates www.tiffany.com/business portal for international online retail sales.The company distributes catalogs (including Selection, Collections and the Blue Book) of selected merchandise to its list of customers and to mailing lists borrowed from third parties. The total number of names on US catalog mailing and US internet lists in fiscal 2007 increased to 3.2 million from 2.8 million in fiscal 2005. The total US catalog mailings during fiscal 2006 was 21.7 million. The total US mail, telephone or internet orders received were 0.7 million in fiscal 2006. This cost effective selling strategy of Tiffany has enabled the company to emerge as a prominent player in the jewelryand specialty retailer segment.

Broad offeringsThe company offers a broad range of offerings including a selection of jewelry, as well as timepieces, sterling silverware, china, crystal, stationery, fragrances and accessories. The company is not only known for its broad range of diamond offerings, but for other precious and semi precious stones. Tiffany also refreshes its product range at regular intervals. The company's Blue Book for instance, show cases its latest jewelry collections. It is also developing a niche product line of jewelry made from titanium. Tiffany also comes out with periodic collections to stimulate customer interest. The Palsma Picasso collection has, as its central attraction, items with more colored gemstones and gold.Tiffany launched an array of new products in 2006, including the fine jewelry designs of Frank Gehry. Among the new designs were NOVO, a new cushion-cut solitaire diamond ring, STARS in platinum and diamonds, and new collections of sterling silver charms. The company also added products to its Celebration, Swing and Legacy collections. A broad range of offerings enable Tiffany to meet a wide range of customer needs.

Strong brand nameTiffany is one of the leading brand names in the fine jewelry market. It is one of the world's premier jewelry designers and retailers. The Tiffany brand is ranked 96th in the top 100 global brands list published by www.stores.org in 2006. Business Week-Inter brand valued Tiffany brand at $3,819 million in 2006. Apart from Tiffany, the company owns trademark registrations for Tiffany & Co, Tiffany Blue Box and the color, Tiffany Blue, for a range of product categories in the US and other countries. The company's leading brand name provides it with an edge over its competitors.

Strong balance sheetTiffany has a strong balance sheet. The company’s long term debt excluding current portion stood at $406.4 million at the end of fiscal 2007, as compared to a shareholders’ equity of $1,804.9 million at the












end of fiscal 2007.The company’s long term debt to equity ratio was 0.23 in 2006. By contrast, competitor LVMH’s long term debt equity ratio was 0.31 at the end of December 2006. Strong balance sheet provides Tiffany the flexibility to strengthen its offerings and expand geographic coverage through acquisitions. The company, for instance, invested over $11.7 million acquisitions in the last three years (2005-2007). The company therefore has the balance sheet strength to undertake large organic initiatives.

WeaknessesLower returns and profit marginsTiffany recorded weak returns in fiscal 2007. Its return on assets, return on investments and return on equity for twelve months ending January 2007 were 8.9%, 11.5% and 14.1%, respectively, lower than LVMH, a close competitor of the company. LVMH recorded return on assets, return on investments and return on equity for twelve months ending December 2006 as 20.4%, 15.6% and 20.4%.The company recorded an operating margin and net profit margin of 15.7% and 9.6%, respectively, in fiscal 2007, lower than LVMH, a close competitor of the company. LVMH recorded operating margin and net profit margin of 19.9% and 14.1%, respectively, for fiscal year ended December 2006.Lower returns and profit margins reflect the inability of the management to deploy assets in profitable avenues, and this could result in decreasing investor confidence.

Declining cash flowsThe cash flow from Tiffany’s operations declined in fiscal 2007 to $233.6 million, a decline of 11.1% in comparison to $262.7 million in fiscal 2006. The free cash flows declined by 51.6% to $51.2 million in fiscal 2007 compared to $105.7 million in fiscal 2006.The cash and cash equivalents also declined by 55.2% in fiscal 2007 to $176.5 million from $393.6 million in fiscal 2006.Such decline in cash flows would strain the company’s financial positions. This in turn will limit the company’s investment options and dividend payment capabilities. This could impact the company’s performance on the stock exchange.

Sluggish performance in the Japanese marketAfter showing signs of improvement in early 2006, Japanese consumer confidence fell to 1.8 points in June 2006 from a high of 6.1 points in March 2006. Rising wages and falling unemployment made consumers in March purchase more than they ever had in the past decade. However, core consumer prices, which exclude fresh food, increased by 0.6% in May 2006 from the previous year, the fastest pace in eight years. This has discouraged consumer spending, resulting in 0.7% decline in retail sales in Japan, in April 2007. The Japan Chain Stores Association reported that 2006 was the tenth consecutive year of annual sales decreases, with a 2.7% decline in sales on a same-store basis. Moreover, according to IMF’s ‘World Economic Outlook, April 2007‘, it is projected that the real GDP for Japan would decline from 2.3 in fiscal 2007 to 1.9 in fiscal 2008. Low consumer confidence has impacted the company’s operations in Japan. Revenues from the Japanese market increased 0.1% in fiscal 2007, to touch $491.3 million. The contribution from this market declined from 22.3% in fiscal 2005 to 18.6% in fiscal 2007. Tiffany also closed seven stores in Japan between the periods 2006-2007. A continued underperformance in Japan would further affect Tiffany’s revenue growth.

OpportunitiesExpansion in retail outletsTiffany expanded its retail stores in fiscal 2006.The company opened five stores in the US including Nashville, Indianapolis, Atlantic City, Tucson and Hawaii. The company also opened three retail outlets in China, four in Japan, one in Korea and on each in Vienna, Austria, Monterrey, Mexico and Vancouver in fiscal 2006. The company operated 167 Tiffany stores and boutiques in fiscal 2006, with 64 in the US and 103 in international markets. The new retail stores accounted for 8% increase in the number of locations.Tiffany continues to pursue the store expansion strategy in fiscal 2007. Tiffany opened new stores and boutiques at various locations such as Las Vegas, Singapore, Japan, Korea, Mexico City, New Jersey, Belgium, Macau, Honk Kong and Kuala Lumpur between January 2007 and July 2007.New stores would expand the company's geographic reach, besides improving its market position.

Increasing online salesOnline shopping has steadily grown in popularity in the US, during the second quarter of 2005 e-commerce sales grew 26% as compared to the same period a year ago. US online retail sales are expected to have reached $130 billion in 2006 from $104 billion in 2005. US online retail sales are expected to grow annually by 17% through 2008. The online retail sales in the US are expected to reach $329 billion in 2010. By 2008, online groceries are expected to account for 1% of the estimated total market amounting to an annual growth rate of 42%.In keeping with this trend, Tiffany offers retail sale through its online portal tiffany. Com. The company offers a selection of more than 3,500 products through this website. Transactions made on websites outside the US are reported in the international retail channel of distribution. Business account holders can gift purchases through the company’s website at www.tiffany.com/business. For instance, the company offers Tiffany merchandise in England, Wales, Northern Ireland and Scotland through its UK website at www.tiffany.com/uk. Price allowances are given to eligible business account holders for specific purchases on the Tiffany for Business website. Online sales while offering that extra convenience to customers, also improve a company’s margins by cutting down its operating costs. Tiffany is well poised to benefit from the expected increase in online sales.

Growth in men’s toiletries and fragrances marketLifestyle trends including a growing willingness by men to spend both time and money on theirappearance and increased activity within the men's magazine market, are favoring the men's toiletries and fragrances market. The market has continued to show strong year-on-year growth, which can be attributed to strong new product development and to the fact that companies have improved their understanding of marketing toiletries and skincare products for men. For instance, the sale of men’s toiletries in the US reached $ 2,392.7 million in 2006 and is expected to grow at a CAGR of 3% to touch $ 2691.59 million by 2010. In New Zealand, the world's most dynamic men's grooming markets, sales in men’s grooming products increased by over 100% between 2001 and 2005, and Australia wasn't far behind, with 77% sales growth in the same period.Tiffany’s product line up includes branded fragrances for men such as Tiffany for Men and Tiffany for Men Sport. Tiffany is also taking initiatives to open boutiques exclusively for men. For instance, in March 2007, Tiffany announced plans to open a new boutique for men 'Tiffany & Co. The Men's Store', in Japan, which would showcase men's jewelry and accessories. The company intends to introduce new merchandise specifically designed for men at this boutique, including a new collection featuring the exclusive Tiffany Lucida diamond set in white gold. The men’s collection would also include Tiffany diamonds set in platinum and 18K gold; designs from Paloma Picasso, Elsa Peretti, Jean Schlumberger and Frank Gehry; watches and accessories.The positive market outlook in men’s toiletries is expected to boost the company's revenues from its men’s fragrance and accessories business.

New business ventureIn December 2006, Luxottica Group and Tiffany signed a ten year eyewear license agreement for the design, manufacturing and worldwide distribution of exclusive ophthalmic and sun collections under the TIFFANY & CO. brand name. The agreement marks Tiffany's entry into the eyewear market, with the launch of its first luxury brand collection scheduled for early 2008. This new business venture will not only diversify its product offerings but it will also complement its product line enabling its customers to choose from a wide product basket.ThreatsCounterfeit goodsThe abundance of counterfeit goods and accessories is adversely affecting the sales of branded accessories. In February 2007, more than 9,614 incidents of counterfeiting and piracy activities worldwide were recorded by Gieschen Consultancy, an organization that tracks counterfeit activity across the globe. In total, authorities seized more than 1.9 billion counterfeit items valued at more than $7.6 trillion. Counterfeiting is more prevalent in fashion accessories such as watches, shoes, and hand bags and these goods are increasingly finding place in various retail shops. For instance, in the French market, demand for counterfeit products nearly doubled from 2005 to 2006.In addition, increasing internet retailing could be an extra challenge for Tiffany in the fight against counterfeit goods. For instance, in September 2006, LVMH filed a lawsuit against online retailer eBay in a

Paris court for marketing counterfeit goods on the website. LVMH is claiming E20million while Dior Couture wants a further E17million in damages for counterfeits sold between 2001 and 2005. The group’s research discovered that 90% of items sold under its labels on the eBay site are counterfeit products.Tiffany also initiated a civil proceeding against eBay in the Federal District Court for the Southern District of New York, alleging direct and contributory trademark infringement, unfair competition, false advertising and trademark dilution. It was discovered that 73% of the Tiffany jewelry sold on the auction site were counterfeit. Tiffany sought damages and injunctive relief stemming from eBay's alleged assistance and contribution to the offering for sale, advertising and promotion of counterfeit Tiffany jewelry and merchandise. Again, in March 2006, counterfeit Tiffany goods such as silver rings, necklaces, bracelets and other jewelry sold on eBay were seized by the UK authority.As counterfeit trade increases, the company stands to lose its brand equity. Besides, it may also result in customer dissatisfaction, which will also be detrimental for the company’s image.

Increasing rental rates in the US Retail rents have been on an upturn in the US since 2004. Rents have increased by more than 5% since 2004 and by another 5%-6% in 2006. With markets tightening further in 2007, landlords in many US markets are expected to gain greater lease rent negotiating power. Approximately 20 central business district (CBD) markets are expected to raise rents by at least 5% in 2007.In fiscal 2006, Tiffany operated 64 stores in the US, of these 63 stores are on lease. In addition, the company is actively expanding its store presence in the US and has entered into new lease agreements for all the new stores opened in the US. Increasing rents could cause the operating expenses of the company to rise due to increasing rental expenses. Rising operating expenses would pull down the Tiffany operating margins.Slowdown in the US economyAccording to OPEC economic outlook 2007, the US real GDP growth could fall from an estimated 3.4% in 2006 to 2.4% in 2007. A slowdown in the US economy would depress the purchasing power of the retail customers, which in turn will depress revenue growth and reduce margins of Tiffany. The US economy is likely to slowdown in the short to medium term owing to rising inflation and interest rates. The US has seen 17 successive interest rate hikes over the past few years leading to the current high of 5.25%. Rising interest rates are already beginning to depress consumer spending, as the percentage of disposable income that US households pay out to service mortgage and consumer debt is increasing. This reduction in consumer spending does not augur well for retail chains like Tiffany. Slowdown in the US, the key market for Tiffany, will put pressure on the revenues of the company.

Weaknesses •There may be conflicts of interest between them and certain of their Promoter group companies.

•As the major raw material requirements need to be imported, companies normally stock huge quantities of inventory resulting high inventory carrying costs. •Technology is less improved compared to China and Thailand’s company. Opportunities

•New markets in Europe & Latin America.

•Growing demand in South Asian & Far East countries.

•Industry moving from a phase of consolidation.

•Expansion possibilities in lifestyle and luxury products in India like watches, leather

goods, Platinum jewellery because increasing disposable income of people.

Threats •International Competition:-China, Sri Lanka and Thailand's entry in small diamond jewellery.•Increase in the price of Gold & Diamonds.•Other local competitors. According to the data 97% jewellery sales are by family jewelers. •Threat from producing nation like S.A. & Russia.

Strengths •Large integrated diamond & jewellery player and having an International presence.•Pioneers of branded jewellery in India.•Strong marketing & distribution network. Strong retail presence in India and in U.S. 112 distributors and 1246 outlets in India and 143 outlets in U.S.

•Strong brand equity and broad product range Such as, Gili, Asmi, Nakshatra, Sangini,

D’damas, Vivaaha, Maya, Giantti, Desire, Samuels etc. •Visionary leadership (Acquiring Nakshatra, Samuels, Rogers etc.) •Expanding manufacturing capabilities in Mumbai and at special economic zone in Surat to address increasing demand. •Net Worth is 3,460.37 million Rs. So we can say that it is financially very strong company.•Sight holder status with DTC through a promoter group company.•Highly skilled, qualified and motivated employee

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