GlamBuzz
Dulquer Salmaan Joins Jos Alukkas as Brand Ambassador
Jos Alukkas, one of India’s most trusted jewellery houses for over six decades, today announced actor Dulquer Salmaan as its brand ambassador. The association brings together a brand deeply rooted in craftsmanship and innovation with one of South India’s most celebrated stars, whose appeal transcends languages, generations and cultures.
Over the years, Dulquer has emerged as a rare presence in Indian cinema, equally at ease across Malayalam, Tamil, Telugu, Kannada and Hindi films representing a modern South Indian outlook shaped by refinement, individuality and quiet confidence. Beyond cinema, his interests span automobiles and artistic pursuits reflecting a preference for craft, detail and intent, values that resonate with the way Jos Alukkas has shaped its journey over the years.
As brand ambassador, Dulquer Salmaan will feature across Jos Alukkas’ upcoming campaigns, lending his presence to a narrative that celebrates jewellery as an expression of personal style, emotion and continuity.
Varghese Alukkas, Managing Director, Jos Alukkas said, “At Jos Alukkas, our growth has always been anchored in raising standards and earning trust the right way. Our early adoption of 916 BIS hallmarked gold, well before it became an industry norm, reflected that approach. Dulquer Salmaan’s journey shows a similar clarity in choices and an attention to detail that aligns with how we have built the brand over time.”
Paul Alukkas, Managing Director, Jos Alukkas, said, “This association comes at a time when we are expanding our presence and speaking to a wider, more contemporary audience. Dulquer connects naturally across age groups and regions, much like our own customer base. His presence strengthens our ability to stay relevant while remaining true to the trust families place in us.”
John Alukkas, Managing Director, Jos Alukkas, said, “There is a certain ease and refinement in how Dulquer carries himself, both on screen and beyond. That understated confidence aligns well with the direction Jos Alukkas is taking today, where design, craftsmanship and emotion are allowed to speak for themselves.”
Actor and Brand Ambassador Dulquer Salmaan, said, “Jos Alukkas is a brand I have grown up seeing and admiring. It understands the role jewellery plays in family moments and personal milestones. What makes this association meaningful for me is the way the brand respects tradition while continuing to evolve with changing tastes and lifestyles.”
The partnership brings together two journeys shaped by intent and longevity, reinforcing the approach that has guided Jos Alukkas steadily over the years.
DiamondBuzz
BAFTA 2026: De Beers Group- Desert Diamonds Emerged as the Jewellery Story of the Night
At this year’s BAFTAs, the red carpet was illuminated with natural diamonds in warm champagne tones, as Desert diamonds became the most consistent jewellery signature of the evening.
At this year’s British Academy Film Awards, the red carpet was illuminated with natural diamonds worn by some of the acting world’s most beloved stars, with Desert Diamonds by De Beers emerging as one of the evening’s most consistent jewellery signatures. Nathalie Emmanuel, Gillian Anderson, Audrey Nuna, Archie Madekwe and Regé-Jean Page all stepped out wearing Desert Diamonds, marking a rare moment when multiple personalities aligned around the same diamond aesthetic.
When five influential figures lean into a shared jewellery direction in a single evening, it signals more than styling coincidence — it signals a shift. This year’s BAFTA jewellery mood moved away from classic icy white brilliance toward warmer champagne-toned natural diamonds that photographed with softness, glow and depth under flash photography.
At the 79th British Academy Film Awards in London, the jewellery story arrived not with spectacle but with tone — champagne, honey, cognac, brown and whiskey hues defining the visual language of the carpet. Across appearances, Desert Diamonds emerged as a consistent signature, favouring warmth and dimensionality over high-contrast sparkle.
Gillian Anderson
Gillian Anderson led this direction wearing asymmetric brown and white diamond earrings by Ara Vartanian, paired with sculptural rings that complemented rather than dominated her look. Nathalie Emmanuel followed in elongated drop earrings punctuated with brown diamonds, styled alongside a bracelet and rings within the same tonal family, creating a cohesive and deliberate aesthetic.
Audrey Nuna
K-Pop Demon Hunter star Audrey Nuna introduced a sharper contemporary energy in Desert diamond ear climbers by ANANYA, leaning into structure and precision rather than excess. The brooch revival continued as Rising Star nominee Archie Madekwe paired his custom Dior suit with a white diamond brooch and Desert diamond vintage rings by Ara Vartanian.
Regé-Jean Page
Regé-Jean Page selected a fauna-inspired dragonfly brooch in warm-toned diamonds by Hirsh London, reinforcing the evening’s understated yet intentional jewellery narrative. The message was clear: natural diamonds did not shout — they held the room.
Desert Diamonds are not treated colour stories; their champagne, cognac and honey hues occur naturally, shaped by trace elements and geological conditions deep within the earth. As explored through A Diamond Is Forever, these stones celebrate natural origin and individuality rather than laboratory uniformity.
For years, diamond conversations have been framed through comparison — natural versus lab-grown, tradition versus innovation. What unfolded at BAFTA felt different: less defensive and more culturally embedded. Natural diamonds were not positioned as spectacle but integrated seamlessly into moments audiences were already watching.
Award season traditionally rewards scale — larger silhouettes, brighter stones and louder sparkle — but BAFTA 2026 suggested a new direction defined by precision over excess, tone over glare and architecture over abundance.
Natural diamonds today are increasingly worn not as ceremonial heirlooms but as personal markers, styled with tailoring and integrated into fashion narratives with intention. The philosophy behind A Diamond Is Forever has long centred on rarity, provenance and emotional permanence, and the prominence of warm-toned Desert Diamonds suggests individuality and geological authenticity are becoming the new markers of luxury.
At the BAFTAs, the brilliance remained. It simply did not need to dominate. It held the room.
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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.