Spreading Joy: How Joyalukkas Became the World's Favourite Jeweller

Spreading Joy is the autobiography of jewellery billionaire Joy Alukkas. His evolution from family underdog to a tycoon in his own right, mirrors his professional journey from a part-share in a single small store to the world's largest single-owner jewelry retail chain, with a footprint across three continents. Arriving in the United Arab Emirates in 1986, he began by setting up a trading company. The economy being at a nascent stage, it was a struggle, exacerbated by the language barrier, no pre-established rules on procurement, staffing, sales etc. He persisted and after some 18 months, opened the first 'Alukkas' jewelry store in Abu Dhabi, followed by another in Dubai. On 2 August 1990, the Gulf War broke out, disrupting every aspect of life. Joy left for Kerala, only to return to the Gulf a few months later with a determination to re-establish the business.