In collaboration with Etihad Guest, Etihad Airways’ award-winning loyalty program, members of Joyalukkas golden rewards program can now convert their loyalty points into Etihad Guest miles.

This is claimed to be the first time in the Middle East that a jeweler is offering its members the loyalty benefit of converting their loyalty points into miles so they can enjoy privileges such as upgrades and flights.

There are currently 120 Joyalukkas showrooms in the UAE and around the world.

“The concept of the Joyalukkas golden rewards loyalty program is to offer our customers a more rewarding experience when they earn and spend points at our showrooms or with our partners around the world,” said John Paul Alukkas, executive director of Joyalukkas Group.

“Without their support over the years, Joyalukkas Group would not be the success it is today and because of this, we are focused on providing our loyal members with a wide array of benefits and the best possible value through our loyalty program,” he added.

Yasser Al-Yousef, MD, Etihad Guest, said: “We are always looking for new ways to provide our members with greater choice, and the partnership with Joyalukkas supports our wider vision for making Etihad Guest the best global loyalty program."

Al-Yousef added: "We want to enhance the members’ experience by providing them with more earning and redemption options. We have built a program with a membership base of more than 3.8 million members and each new feature is part of a strategic plan to fast track the program’s growth and become a leading lifestyle loyalty program."