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Rosy Blue's Refreshing New MIST Collection Sweeps into the Joy Alukkas Showrooms in the UAE

Rosy Blue unveils its most contemporary and individual collection yet
Dubai, United Arab Emirates: Rosy Blue, the undisputed global leader in the manufacture, design and distribution of fine diamonds and jewellery, today launched the striking and urban-themed MIST collection, showcasing diversity of the brands' creativity and innovation. Based on the phenomenal success of their previous partnership, Rosy Blue will again join forces with the world's favorite jewelers, Joy Alukkas, to retail the Mist collection.

In a departure from the trend towards very feminine, flowery jewellery, the MIST collection from Rosy Blue draws heavily on sophistication of edgy and cosmopolitan styling. The new MIST collection makes use of large, mysterious center stones including black onyx, smoky quartz, blue topaz, rose quartz, citrine, amethyst, and lemon quartz all accented in diamonds and set in 18 carat white, yellow and pink gold.

"Proving a counterpoint to the very feminine pieces on offer in the region, the MIST collection of jewellery is refreshingly different and enables an individual's taste to really come through. Contemporary women who appreciate clean lines and a sophisticated statement are the target audiences for MIST," stated Mr. Harshad Mehta, Chairman of Rosy Blue.

Over the last two decades, Joy Alukkas, one of the premier players of gold and diamond jewellery in local and international markets, has become a household name in the Middle East with jewellery stores all across the UAE, Bahrain, Kuwait, Qatar and Oman. The MIST collection's fresh and trendy designs mirror Joy Alukkas' vision of supplying fashionable and quality jewellery at competitive prices.

The Joy Alukkas Jewellery group has a passion for providing dazzling jewellery designs using the finest precious metals and gemstones. In fact they are the first ever jeweller in the Middle East to receive the ISO 9001 and 14001 certification in the UAE. Recently the Joy Alukkas Group also won the Retail Me Best Retailer of the Year (Middle East) Award.

"Our customers are looking for jewellery that stand out and reflect their versatility and individuality. MIST's designs, which are modern and edgy but with clean and flowing lines, are ideally suited to Joy Alukkas shoppers who want to wear something more unique," said Mr. Joy Alukkas, Chairman of the Joy Alukkas group .

With each piece being versatile and extremely personal, modern craftsmanship and elegant designs are the hallmark of the MIST collection, giving it an unmistakable identity.

The Mist collection is now available in the UAE at more than 25 Joy Alukkas Jewellery outlets.

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About Rosy Blue
Rosy Blue is the world's largest diamond manufacturing company and a global leader in the design, manufacture, and distribution of fine diamonds and jewelry. Headquartered in Antwerp, Belgium, Rosy Blue has its factories, offices and stores in more than 15 countries across the globe and is one of the largest Sightholder of the Diamond Trading company (a De Beers Group Company) The company has its own design centers in New York, Antwerp, Hong Kong, Tokyo and Mumbai and globally offers branded jewellery under brand names such as ORRA, ROSIBLU, Canadia, Vera Wang etc. Employing more than 15,000 employees and $1.7bn in sales in 2005, Rosy Blue is firmly established across the value chain and has a major presence in all diamond and jewelry centers globally.

About Joy Alukkas Group
The Alukkas Group was founded in Kerala, India, in 1952 by Alukkas J. Varghese. Alukkas Jewellery is the flagship company of the Joy Alukkas Group and is the second biggest jewellery retailer in UAE. They are also the only jewelers to be conferred the ISO 9001 and 14001 certification in the UAE. The group opened its first outlet in Abu Dhabi in 1987, and today the company has a total of 51 outlets throughout the region covering India and Middle East. With a customer base of over 10 million customers and a highly committed and satisfied team of nearly 2800 employees, Alukkas is synonymous with quality, variety and competitive pricing.

© Press Release 2007