Mumbai, 16th June 2026: Jos Alukkas, a trusted name in quality, innovation, and contemporary jewellery in India, has unveiled its much-awaited signature line ‘Ballé Collection’. The wide range is inspired by the timeless art of ballet, that celebrates elegance, grace and resilience.
To mark the launch, the brand has released a new campaign film featuring the talented and celebrated actress Samyuktha.
Titled The Ballet of Life, the film draws inspiration from the beauty of ballet and the perseverance required to master the art form. At its heart, the film follows protagonist Samyuktha, whose life unfolds much like a ballet performance. Through moments of heartbreak, self-doubt and adversity, she learns to find her footing, regain her balance and move forward with renewed strength, mirroring the art form.
The Ballé collection embodies flowing silhouettes, delicate detailing, and a refined balance of craftsmanship and artistry. The product range has shapes, curves and cascading forms influenced by ballet movements. The jewellery ensemble comprises necklaces, pendants, earrings and rings which are beautifully crafted with diamonds and vibrant pink stones that reflect agility and grace.
Speaking on the ad film campaign, John Alukkas, Managing Director, Jos Alukkas, said, “The Ballé collection is one of our most anticipated launches from the brand. Our craftsmen have meticulously designed each piece to capture the fluidity and poise of the dance form. The versatile designs allow women to wear them effortlessly across different occasions while maintaining comfort and expressing their personal style. This exquisite ensemble is a tribute to women who continue to move forward in life, regardless of the obstacles they face. With this launch, Jos Alukkas reiterates its commitment to growth and innovation while staying deeply rooted in meaning.”
Anjo Jose Kandathil, Creative Director & Co-Founder at Toki, said, “From the very beginning, we wanted this to be more than a jewellery campaign. We noticed that people celebrate success, confidence and strength, but rarely the setbacks that come before them. That’s what drew us to ballet. While ballet is admired for its grace, we were inspired by the discipline, resilience and determination behind it. Through The Ballet of Life, we wanted to celebrate women who continue to rise after every stumble, because confidence is built one step, one fall and one comeback at a time. The Ballé collection became a natural extension of that idea.”
The Ballé collection is available across all Jos Alukkas showrooms and their online store.
About Jos Alukkas:
Jos Alukkas is a name to reckon in the jewellery industry. Designing jewellery in gold, diamond and platinum for over six decades, Jos Alukkas is the first ISO 9001:2000 certified jewellery group in the world showcasing BIS certified 916 hallmarked gold. The jewellery brand has become a trusted name in quality, innovation, trendy jewellery, with 60-plus showrooms and an online store too. Jos Alukkas is committed to the quality and purity of the jewellery crafted. Jos Alukkas group is now headed by Sri. Jose Alukkas, Chairman, Jos Alukkas. His three sons, Sri. Varghese Alukkas, Sri. Paul. J. Alukkas, and Sri. John Alukkas as the Managing Directors have revolutionized the market with the innovative concept of the gold supermarket.
