oyalukkas has launched Primora, a new designer diamond jewellery collection inspired by the hornbill and its lifelong bond with its partner. The collection was launched globally across Joyalukkas showrooms on August 22.
The collection comprises diamond necklaces, earrings, bangles, pendants and rings. According to Joyalukkas, the designs draw on the hornbill’s symbolism and focus on themes of enduring relationships and meaningful connections.
The launch adds another designer-led collection to Joyalukkas’ diamond jewellery portfolio, with the company using a nature-inspired concept as the central design theme.
Dr Joy Alukkas, Chairman, Joyalukkas Group, said, “Through this collection, we wanted to celebrate the relationships that enrich our lives and create jewellery that carries meaning beyond its beauty.”
Primora is available across Joyalukkas showrooms worldwide from August 22. The company has a retail presence across multiple international markets, including India, the UAE, Oman, Qatar, Bahrain, Saudi Arabia, Kuwait, Singapore, Malaysia, the UK, the US and Australia.
For the diamond jewellery trade, the launch reflects the continued use of narrative-led design themes in branded collections, with nature and symbolism being incorporated across multiple jewellery categories.
