Dubai was once a desert. Today, it’s a global hotspot for luxury jewellery. Two big names—Joy Alukkas and Feroz Merchant—changed the game.
Joy Alukkas started small in 1987. He launched Joyalukkas, offering new jewellery styles. Today, it’s a global brand with 160+ stores.
Joy used tech, trust, and design to stand out. He made Dubai a favourite place to buy gold. His smart ideas made the city shine.
Feroz came to Dubai in the 1980s. He built Pure Gold Jewellers, now 170+ stores. His jewellery was stylish and affordable for all.
Joy brought innovation, and Feroz brought inclusiveness. Together, they turned Dubai into a jewellery business hub. Their legacy shines across the luxury world.