Grace by Platinum Evara – the latest platinum jewellery collection for women unveiled by Joyalukkas


9th November 2023

With a heritage spanning 35 illustrious years, the esteemed Indian jewellery brand, Joyalukkas enjoys the patronage of consumers across 11 countries in the world. Considered as one of the favourite destinations for jewellery shopping, Joyalukkas is known for their trust, craftsmanship and customer service. This festive season, Joyalukkas strengthens their partnership with Platinum Guild International (PGI) – India by unveiling a breathtaking new collection of platinum jewellery designed for women called ‘Grace by Platinum Evara’

The collection has been meticulously crafted with the contemporary woman in mind and embodies a distinctive design narrative complementing her inherent style. It is a curation of modern pieces for young women who aren’t afraid to be their true authentic selves and rejoice in and take pride in their own unique interpretation of femininity. Platinum, a rare metal with celestial origins, resonates with the many facets of being this one-of-a-kind woman. This new range also features coloured gemstones such as ruby, emerald and sapphire set in platinum which adds a whole new dimension to the design theory of this collection.

Crafted from 95% pure platinum, the collection can be worn across different occasions and paired with various outfits and is sure to add a touch of elegance, grace and elevate the glamour quotient during the festive season. The versatile range includes an array of designs that range from captivating necklaces and alluring earrings intricately crafted in coloured stones. Delicate yet seamless forms, combined with appealing diamond cuts come together to create one-a-kind pieces that seamlessly complement your outfits while making a discerning style statement.

Speaking about the coveted collection, Joy Alukkas, Chairman & MD, Joyalukkas India Ltd said, “We are excited to present Grace by Platinum Evara’ a new platinum jewellery collection that is an elegant showcase of versatility. We are excited to strengthen our partnership with Platinum Guild International (PGI)- India and introduce this line of contemporary platinum jewellery for women. We decided to work with coloured gemstones and thus offer platinum jewellery pieces that would be apt for this festive season and enable our customers to elevate their style by choosing from a variety of unique designs.”

Speaking on this new collection launch, Vaishali Banerjee, Managing Director – India, Platinum Guild International (PGI), “Grace by Platinum Evara is a collection that definitely stands true to its name. It’s a creative amalgamation of design and aesthetic, as the pieces are crafted from precious platinum and set with precious gemstones.  We are confident that the pieces will be extremely well received during the festive season, and we hope to continue to strengthen our partnership with Joyalukkas by constantly innovating and setting new benchmarks in platinum jewellery designs and craftsmanship catering to the modern women of today.”

About Joyalukkas:

Joyalukkas is an ISO certified multi-national jewellery group. Alukkas Jewellery branched out into a new brand named Joyalukkas. An organization that started as a small jeweller in Thrissur, has flourished into an entity and today Joyalukkas group has 160 Showrooms across 11 countries with more than 9000 employees. Within the span of a short period, Joyalukkas Group has become the trusted jewellery partner for 10 million customers across the world and have created 1 million exclusive designs. Joyalukkas is a well- known jewellery brand and business that has established itself as one of the market leaders, building the foundation for the next level of growth.

For more information visit: https://www.joyalukkas.com/


Platinum Guild International (PGI) is a marketing organisation with the vision to develop the global platinum jewellery market as a new demand source for platinum. It was formed in 1975 with specialist teams dedicated to growing the global platinum jewellery market through consumer and trade-facing programmes in the four key jewellery markets of China, India, Japan and USA. Since then, jewellery development has demonstrated a strong track record in delivering results.

Through various programmes, both direct-to-consumer and in collaboration with jewellery retailers and manufacturers, PGI creates consumer ounce demand by first identifying opportunities for platinum in jewellery, and then developing them with partners. It also aims to build an enduring commitment to platinum in jewellery.

PGI’s consumer marketing and educational programmes are focused on developing awareness and an appreciation for platinum’s unique properties as a precious metal for fine jewellery.

In addition, PGI works globally with collaborative partners running extensive marketing programmes in the four main platinum jewellery markets of China, Japan, USA and India. These markets are staffed with experts in strategic planning, marketing, retail, design and business development.

PGI is funded by the leading platinum producers of South Africa, as well as through co-funded programmes with the jewellery industry.


PGI has partnered with TUV India Pvt Ltd to implement a robust audit programme to ensure the purity of platinum under its programme. TUV is one of the country’s first certification bodies and has been closely associated with the quality revolution in India.

Under Platinum Guild India’s quality assurance programme, each individual piece of jewellery has an assured purity as high as 95%. And as a proof of this assurance, every piece is stamped ‘Pt950’ and comes with a tamper-proof quality assurance card that distinguishes authentic platinum from other jewellery.

A Unique Identification Number is also stamped on the jewellery in addition to the detailed description of the piece you choose for yourself. Our quality assurance programme is in place to ensure transparency and that the platinum the consumer buys is of the highest quality. After all, that is what true value is all about.