Jos Alukkas launched a redesigned e-commerce website on October 27, 2026, introducing mobile-first features aimed at simplifying online jewellery browsing and purchases.

The updated platform features revised product categorisation, expanded video content and increased use of model imagery to help customers explore collections and view how jewellery can be styled. Its landing page brings together key product categories and shopping features to streamline navigation.

A new ‘Discover’ section allows customers to browse jewellery through videos featuring models wearing the pieces. The website also introduces swipe-based browsing, enabling users to explore designs, like videos and revisit their favourites.

Customers accessing the website on their mobile phones can use an augmented reality (AR) try-on feature to explore jewellery virtually from home. The checkout process has also been reduced to two steps for existing customers, shortening the journey from product selection to purchase.

Commenting on the launch, John Alukkas, Managing Director, Jos Alukkas, said, “At Jos Alukkas, we have always believed in delivering the best shopping experience for our customers. Our redesigned website reflects this commitment while catering to the evolving digital preferences of consumers. The upgraded platform brings together interactive product discovery, video-led storytelling and a more seamless shopping journey.”

The website redesign reflects the retailer’s focus on digital customer engagement and online shopping functionality. Customers can access the updated platform at josalukkasonline.com.

Jos Alukkas operates more than 65 showrooms and an online store. The group has over six decades of experience in jewellery manufacturing and retail, with products across gold, diamond and platinum categories.