Joyalukkas launches Primora, a designer diamond jewellery collection inspired by the hornbill’s timeless love story
Hyderabad, August 24, 2026: Joyalukkas, one of the world’s leading jewellery retailers with more than 190 showrooms across 12 countries, has announced the global launch of Primora, an exclusive designer diamond jewellery collection inspired by the hornbill, a bird celebrated for its vibrant beauty and lifelong devotion to its partner.
Launched across Joyalukkas showrooms worldwide on August 22, the Primora Collection celebrates enduring love, meaningful connections and timeless relationships. Drawing inspiration from the hornbill’s graceful form, striking colours and unwavering loyalty, the collection transforms one of nature’s most beautiful love stories into elegant jewellery creations.
Crafted with meticulous attention to detail, Primora features an exquisite range of diamond necklaces, earrings, bangles, pendants and rings. Each piece combines contemporary design with timeless elegance, offering a meaningful expression of love and commitment for special occasions and cherished moments.
Speaking on the launch, Dr. Joy Alukkas, Chairman, Joyalukkas Group, said that every Joyalukkas collection begins with a story that resonates with customers. He said Primora draws inspiration from the extraordinary devotion of the hornbill, which symbolises loyalty and togetherness.
“Through this collection, we wanted to celebrate the relationships that enrich our lives and create jewellery that carries meaning beyond its beauty. We are delighted to present Primora to customers around the world and hope it becomes a cherished part of their most precious memories,” he said.
The Primora Collection has been designed for customers who value jewellery with meaning, bringing together artistic design, exceptional craftsmanship and contemporary aesthetics. The collection reflects Joyalukkas’ continued focus on quality, innovation and customer delight.
The Primora Collection is available at all Joyalukkas showrooms worldwide from August 22, 2026.
About Joyalukkas:
Joyalukkas is one of the world’s leading jewellery retailers, with more than 190 showrooms across 12 countries. The brand offers an extensive range of gold, diamond, precious stone, platinum and silver jewellery and is recognised for its craftsmanship, quality, trust and customer service. With a focus on excellence and innovation, Joyalukkas continues to create jewellery that celebrates life’s most meaningful moments.
