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.
GlamBuzz
Cannes 2026: Indian Stars Turn the Red Carpet Into A Celebration Of Culture, Couture & Jewellery
From Maharashtrian Naths and Assamese Heritage Attire To Gold Sarees and Statement Diamonds, Indian Celebrities Brought Regional Craftsmanship and Jewellery Artistry To The Global Stage.
Indian celebrities at Cannes Film Festival 2026 went beyond fashion statements this year, embracing regional textiles, traditional silhouettes and jewellery rooted in Indian heritage. Sarees, handcrafted couture and heritage jewellery became defining themes on the international red carpet.
Aimee Baruah
Aimee Baruah made her fifth Cannes appearance, wearing traditional Karbi attire from Assam, accompanied by jewellery by Prajapati Assamese Jewellery Designer, putting the spotlight on Northeast India’s indigenous heritage. The intricate motifs represented community history, local ecology and traditional tribal heritage, passed down through generations of local weavers. Her look was further enhanced with traditional Assamese jewellery elements, reflecting the region’s rich identity and craftsmanship.
Diana Penty
Diana Penty shimmered in a custom gold saree by Manish Malhotra, paired with an iconic cover-up jacket. She completed the look with limited-edition tourmaline and polki statement heritage earrings by Chaulaz Heritage Jewellery, reflecting timeless Indian luxury and craftsmanship while blending traditional draping with contemporary couture glamour.
Aditi Rao Hydari
Aditi Rao Hydari embraced Indian elegance in a custom Chaarbagh-inspired saree by JADE, styled with multiple necklaces and diamond rings from Indriya Jewels. A celebration of Indian artistry on a global stage, Aditi’s look featured the Kanakavalli Gold Necklace, Arpita Gold Necklace and Dual Bloom Diamond Finger Ring, creating a perfect balance between heritage craftsmanship and contemporary glamour by the Riviera.
Huma Qureshi
Huma Qureshi brought classic grace in a Banarasi saree featuring intricate gold zari work, styled with traditional gold temple jewellery, celebrating Indian weaving traditions on an international platform. She accessorised the look with an elaborate gemstone necklace, matching earrings and a statement ring by Amrapali Jewels, along with an additional ring by Kavya Potluri.
Disha Madan
Disha Madan showcased a custom corset gown created from 80-year-old vintage sarees, highlighting South Indian heritage and craftsmanship, paired with jewellery by Gajraj Jewellers. The look was designed with intricate detailing inspired by regional artistry, bringing together two heirloom sarees into a single contemporary silhouette and celebrating the preservation of Indian textile traditions.
Prajakta Mali
Marathi cinema also made a strong cultural statement this year. Prajakta Mali embraced a traditional Nauvari saree, paired with classic Maharashtrian jewellery. From the royal charm of Shindeshahi Tode to the timeless elegance of the Maharashtrian Nath, every ornament carried a story of tradition, grace and heritage, creating a memorable cultural moment on the Cannes red carpet.
Urvashi Rautela
Urvashi Rautela appeared in a creation by Mihir Designer Studio, wearing white chikankari with a gold bejewelled blouse. She paired the ensemble with a heavily embellished golden blouse featuring a sweetheart neckline. Statement jewellery, dramatic makeup and vintage-inspired soft waves completed her glamorous red-carpet appearance.
The Cannes 2026 red carpet highlighted an evolving fashion narrative where Indian jewellery moved beyond accessories to become a storytelling element — from diamond necklaces and temple jewellery to regional Maharashtrian and Assamese ornaments, each look reflected identity, craftsmanship and heritage.
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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.