Diamond jewelry manufacturers in Gujarat are expecting platinum-based jewelry to account for as much as 30% of all diamond jewelry sales in 2012, India’s Business Standard reports cited by Israelidiamond.co.il.
Despite a strong cultural tradition of gold jewelry and gold jewelry craftsmanship, the spiraling costs of the precious metal – as well as changing trends – are making platinum a more attractive choice for many local consumers.
Govindbhai Kakadia of Sheetal Diamonds, a diamond polishing company that retails the Kiah brand of diamond jewelry, told the BS that while Indian consumers were still less aware of the white metal than Western shoppers, platinum-based diamond jewelry was seeing almost the same demand as gold-based diamond jewelry.
Savjibhai Dholakia, of the Harikrishna Group, told the Standard that white gold or platinum was “the new craze.” The Harikrishna Group owns the Kisna diamond jewelry brand.
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