John Alukkas, Managing Director of Jos Alukkas Group, recently shared valuable insights on the evolving jewellery market in a feature with Indian Jeweller Magazine. In the discussion, he highlighted how the brand is adapting to structural shifts in the retail jewellery industry while balancing affordability with the timeless aspiration of gold.

He explained that modern consumers are increasingly focusing on ticket size rather than total gold weight, leading to a growing demand for 18K and 14K jewellery. He also emphasized that gold continues to hold strong as a safe-haven investment, with many customers allocating part of their spending towards gold coins, bars, digital gold, and ETFs.

The feature also highlighted Jos Alukkas’ strategy of diversifying its product range to cater to younger buyers, including lightweight jewellery, silver collections, diamonds, and contemporary minimalistic designs. Despite the evolving market landscape, the brand remains committed to maintaining customer trust while continuing to innovate for the future.