Models unveil the Miluna 2008 collection

Dubai,March 31, 2008: UAE's leading jeweller Joy Alukkas announced its exclusive tie up with renowned Italian brand Miluna - the official sponsor for the 'Ms. Italy 2007' contest and the creator of the 'Ms. Italy' crown.

The 2008 Miluna collection was revealed recently at a sparkling event hosted by Joy Alukkas at the Monarch Hotel, Dubai amidst the who's who of the industry and diamond jewellery aficionados.

To offer the exclusive 2008 collection, Miluna has entered an exclusivity agreement with Joy Alukkas, one of the most premier retailers of gold and diamond jewellery in local and international markets. The Miluna collection's unique and innovative design complements Joy Alukkas' vision of providing fashionable and quality jewellery at competitive prices.

'We are pleased to partner with Miluna for their exquisite range. The demand for diamond jewellery in the Gulf region has seen a fast growing trend in recent years. Customers are sophisticated in their tastes and familiar with latest fashion trends. They are on the look out for value and exclusivity and we are confident that the Miluna collection will appeal to the astute consumers,' said Joy Alukkas, Chairman, Joy Alukkas Group.  

"Diamonds are globally regarded as the jewel of love and a woman's best friend. Miluna has a splendid array of perfectly blended classic and contemporary elegance in diamond jewellery. It is a privilege to be associated with Miluna and offer the invaluable excellence to the region exclusively where demand for diamond jewellery is foraying, and as always Joy Alukkas shall ensure that it offers the finest to its customers," said Mr John Paul Alukkas, Director of Joy Alukkas Group. 

The much-awaited 2008 collection was unveiled by models parading the ramp and the masterpiece collection was presented by Ms. Miluna, the brand ambassador and the first runner up of Ms. Italy 2007. The grandeur of the evening was followed by buffet dinner.

"The diamond is a miracle of nature and each piece of the Miluna collection resembles versatility and elegance unparalleled. The craftsmen have given a personal touch to each item which makes Miluna the ultimate token of love to say it the diamond's way. We are confident that Miluna will fill the void in the obvious increase in demand for diamond jewellery in the UAE, and " said Mr. Devi Riello, Brand Manage(Gulf) - Miluna.

Over the last two decades, Joy Alukkas has gained high recognition in the Middle East with jewellery stores in all markets including Dubai, Abu Dhabi, Sharjah, Al Ain and Ras Al Khaimah in UAE, in addition to Qatar, Oman, Bahrain and Kuwait.

The Joy Alukkas Jewellery Group has a passion for providing unique jewellery designs using the finest precious metals, diamonds and gemstones. They are the first ever jeweller in the Middle East to receive the ISO 9001 and 14001 certification in the UAE.

Miluna originated in 1619, when Venetian nobleman Vittore Caleri declared his love to his fair one with the words "Oh mia Luna.." with the most beautiful pledge : a stone with an immense light that took the name of Miluna.

Miluna celebrates the beauty of love with the most exclusive diamonds. It is one of the leading companies in Italy for diamond jewellery and most of the Italian women own or have been gifted a Miluna. The brand has been growing leaps and bounds in many other countries over the years and is fast becoming a household name with its unmistakable identity.

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About Joyalukkas:
Joyalukkas commenced its operations in the Gulf with its first jewellery showroom opening in Abu Dhabi in the year 1987. This proved to be an initiative that paved the way for a chain of Joyalukkas outlets to be set up across the Middle East. At present, Dubai is the regional hub of the Joyalukkas Group with over 10 million customers patronising over 60 Joyalukkas outlets in the UAE, Kuwait, Bahrain, Oman, Qatar, India and now, in London.

The Joyalukkas Group spans across Asia, Europe and the Middle East, supported by a highly committed and dedicated staff of nearly 3000 people.

Joyalukkas is the first jeweller in the Middle East to be awarded both the ISO 9001 and ISO 14001 certification. Joyalukkas also won the RetailME award for 'Best Retailer of the Year 2005'.

For Further Information please contact:
Shehzad Mukhtar
Concept PR
04-3692723
shehzad.m@conceptgroup.ae

Press Release 2008