The rare and precious metal, modern yet enduring, has a special emotional connect with the young The Platinum Guild International entered India to evolve a sustainable market for platinum jewellery in the country. The guild works at an industry level to create an awareness of platinum as a high quality, precious and aspirational metal in a cluttered jewellery market.

Over the years, platinum has established a special place for itself in the Indian jewellery industry and now enjoys patronage in several markets, penetrating tier 2 and tier 3 cities as well. With over 1,500 retail outlets and over 2,300 distribution points, the metal has come a long way in building a loyal consumer base that appreciates its unique features.

Unique features

Platinum is 30 times rarer than gold. Mined from deep within the earth and transformed into jewellery with a minimum of other ingredients, platinum’s lustre, strength and durability are well known. This metal is one of the strongest natural materials on the planet, and also the longest-lasting. Platinum is known for its ability to withstand daily wear without thinning. Furthermore, platinum jewellery is almost entirely pure. Its purity is 95% even when it’s set with diamonds.

The metal occupies a very distinct place among other metals in the Indian market due to its strategic focus on the growing affluent urban youth, a discerning lot, the guild feels. When it comes to jewellery, the young desire something meaningful and modern that matches their sense of individuality. When it comes to design, platinum jewellery in India is a fusion of international trends and local sensibilities, which creates a contemporary look.

The younger consumer segment is well versed in international trends and makes informed choices. What the young wear is an extension of their innate value system and indicates how they want to be perceived by those who matter.

Millennials’ choice

Platinum is rare and unique -- consumers know, aspire for and appreciate that. The metal builds a strong emotional connect with these consumers, in more than one way. The younger segment also connects platinum with the expression of love. It is regarded as the “metal of love”, says the guild.

The guild has three brands under its umbrella: Platinum Days of Love, Evara and Men of Platinum.