Archive · 25 Aug 2026
Joyalukkas Launches Primora Diamond Collection Inspired by Hornbill Loyalty
Joyalukkas has created a new jewellery collection called Primora.
The designs are inspired by the hornbill bird.
The company chose the hornbill because it represents loyalty and staying together with a partner.
Primora includes necklaces, earrings, bangles, pendants and rings.
The jewellery uses diamonds and detailed designs.
The worldwide launch happened on Saturday.
A launch event was held in Hyderabad at Park Hyatt.
Actress Malvika Sharma attended the event.
Primora is now available in Joyalukkas showrooms around the world.
Joyalukkas introduced Primora, a designer diamond jewellery collection inspired by the hornbill.
The collection reflects the bird’s form, elegance, loyalty and lifelong partnership.
Primora includes diamond necklaces, earrings, bangles, pendants and rings.
The worldwide launch took place on Saturday, with a Hyderabad event at Park Hyatt.
The collection is available at Joyalukkas showrooms across 12 countries and more than 190 locations.
- Who
- Joyalukkas introduced the Primora collection, with Dr Joy Alukkas discussing its meaning; actress Malvika Sharma attended the Hyderabad launch.
- What
- The company launched Primora, a designer diamond jewellery collection inspired by the hornbill.
- When
- The collection was launched worldwide on Saturday.
- Where
- The Hyderabad launch took place at Park Hyatt, and the collection is available in Joyalukkas showrooms worldwide.
- Why
- The hornbill was chosen to symbolize loyalty and togetherness, with the collection intended to celebrate meaningful relationships.
- Collection
- Primora
- Product type
- Designer diamond jewellery
- Design inspiration
- The hornbill’s form, elegance and lifelong bond with its partner
- Products
- Necklaces, earrings, bangles, pendants and rings
- Hyderabad venue
- Park Hyatt
- Availability
- Joyalukkas showrooms worldwide
- Retail footprint
- More than 190 showrooms across 12 countries