The Joyalukkas brand believes in adhering to the highest standards of ethics and professionalism at all times. As a world-class jewellery chain, it aspires to be the best in product, design, value and service for clients while offering superior returns to their stakeholders and generating growth to deliver consistent results. Joyalukkas believes in placing its customers, associates and employees at the centre of all their activities and fostering a culture of excellence and innovation. The company and its staff feel responsible for the communities in which they live and work and to the world community as well. To this end, the company ensures that it helps the community through several initiatives, including: