According to the Platinum Guild International (PGI), customer preference for platinum jewellery resulted in sales picking up on the back of product innovations, consumer shopping capacity and the growing popularity of e-commerce. Platinum is particularly popular in the South, North-East and Gujarat.
Vaishali Banerjee, Managing Director, Platinum Guild International-India said, “Today, platinum jewellery in India occupies a very distinctive space among young, discerning consumers. It enjoys consideration among consumers to mark milestones. The demand is driven by contemporary design language, with many customers opting for platinum's rarity and purity.”
Platinum seems to be popular among men with many jewellers reporting that the Men of Platinum collection is doing well.
Aruna Gaitonde, Editor in Chief of the Asian Bureau, Rough&Polished