• Unique collection and first of its kind jewellery makes debut at the AMIRA store in Dubai Festival City
  • The first jewellery brand in the UAE that is crafted specially for the growing millennial demandswithin UAE

AMIRA proudly announces the opening of its exciting new flagship store located in Dubai’s most popular shopping destination, Dubai Festival City. The new store truly reflects the essence of AMIRA and exudes the radiance, cosmopolitan nature and optimism of the brand. The newly designed store on the link bridge, elegantly showcasing AMIRA’s latest and extensive jewellery offerings.

In an exclusive event to celebrate the opening, AMIRA’s first store saw the presence of Ahmad Khalifa Ali Al Qaizi AlFalasi, CEO, Corporate Services and Investment, Department of Tourism & Commerce Marketing, Mr. Joy Alukkas, Chairman & MD, Joyalukkas Group, Mr. John Paul Alukkas, Executive Director, Joyalukkas Group along with other dignitaries.

AMIRA’s new showroom houses exclusive never-seen-before brands & collections to offer jewellery lovers the choice they never experienced before.The brand’s stunning collections, including a preview of UAE’s first ALLOVE collection exclusively available at Amira, were showcased throughout the store.

As a fresh and modern take on jewellery, AMIRA will be soon expanding within UAE under the parent company Joyalukkas Holding Inc.

Commenting on the launch, Mr. John Paul Alukkas, Executive Director, Joyalukkas Group, said; “In this saturated jewellery market, we are confident to introduce a brand that is fresh, contemporary and purely crafted for the Millennials. With AMIRA, we aim to set a benchmark in jewellery retailing with exclusive offerings, designs and exceptional service to Arab & Western Expats in the region. We are proud partners for ALLOVE diamonds that are exclusively with AMIRA for the Middle East region. We are sure to offer something new to our customers.”

He further added, “AMIRA is inspired by the belief of every woman’s desire to be a princess. The collections available at AMIRA resonates with this belief and we intend to strengthen our foothold as we explore potential markets to further launch the brand.”



AMIRA, part of Joyalukkas Holding Inc. was launched in March 2018 with its first store in Dubai. Currently with its only store in Dubai Festival City, AMIRA caters to all the young women in the Middle East with its trendsetting pieces. The brand flaunts exquisite designs of jewellery with exclusive designs, collections and exceptional service at their Dubai store. AMIRA is also the exclusive partners for ALLOVE diamonds in the whole of Middle East.

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