MARK THE BEGINNING OF THE NEW YEAR WITH PLATINUM JEWELLERY THIS ‘VISHU’

5th April 2023

At the heart of this much-anticipated festival lies the spirit of generosity and the exchange of gifts among loved ones. And what better way to express your emotions than with the gift of platinum jewellery? A rare and precious metal with origins in the stars, platinum is renowned for its strength and resistance to daily wear and tear, retaining its sheen and shape over time.

Vishu, the traditional Malayali spring festival, is a time-honoured celebration of new beginnings and fresh aspirations, observed with great enthusiasm in Kerala and parts of Tamil Nadu. This revered occasion marks the advent of the New Year of the Malayalam calendar.

For those seeking the perfect gift option on Vishu, platinum jewellery is a fitting choice, with its 95% purity. A symbol of enduring love, platinum jewellery, whether a pendant, ring, or bracelet, is sure to leave an indelible impression on your cherished ones, a testament to the depth of one’s affection.

Commenting on this auspicious occasion, Vaishali Banerjee, Managing Director, Platinum Guild International-India said, “The auspicious occasion of Vishu holds great significance in Kerala as it marks the beginning of a New Year, heralding the arrival of good fortune and prosperity. To celebrate this special occasion, consumers seek unique purchases to mark the festivities and platinum jewellery perfectly reflects these emotions and values, making it a preferred choice. As Vishu approaches, we expect a surge in the demand for platinum jewellery, indicating its everlasting charm and timeless appeal. We extend our greetings to everyone for a delightful Vishu and wish for a year filled with prosperity and achievement.”

Joy Alukkas, Managing Director, Joyalukkas India Ltd, “There is a sense of excitement amongst the people of Kerela as they are set to celebrate Vishu with great fervour. The occasion offers a chance to rejoice in fresh starts and anticipate a prosperous new year. Consumers indulge in jewellery purchases during this prosperous period, to express gratitude towards their loved ones. We are optimistic that our consumers will opt for platinum jewellery across men’s and women’s categories due to its differentiated designs.”

Rajesh Kalyanaraman Executive Director of Kalyan Jewellers, “Vishu is one of the auspicious festivals observed in Kerela, hence a rise in consumer demand and retail traffic is expected. The occasion provides customers with the ideal opportunity to make mindful purchases for themselves and their beloved ones. We have seen a growing trend among young customers who want to purchase platinum jewellery for important occasions and moments, and this trend is anticipated to continue during Vishu, increasing store foot traffic”.

Dr. B Govindan , Chairman, Bhima Jewellery, “Vishu, which ushers in a new year with symbolic importance, is a period of festivities. It is a time when people indulge in buying meaning gifts for themselves, as well as showering their loved ones with gifts to wish them success and prosperity. Our customers have been choosing platinum to mark special occasions and anniversaries. As we near the Vishu festivities, we are hopeful that it will create a positive impact and set the tone for an enjoyable and prosperous festive season this year”.

Varghese Alukka, Managing Director, Jos Alukkas, “We couldn’t be more delighted that Vishu, the festival of abundance, harvest, and wealth, is now almost here. We are already seeing an uptick in demand for jewellery as we get ready to ring in the new year, especially platinum, which has become a popular option for customers looking for the ideal present to mark this auspicious occasion. And as the celebrations draw near, we are optimistic that they will generate a positive energy that will result in a marked boost in sales throughout the year”.

ABOUT PLATINUM GUILD INTERNATIONAL (PGI)

Platinum Guild International (PGI) is a marketing organisation with the vision to develop the global platinum jewellery market as a new demand source for platinum. It was formed in 1975 with specialist teams dedicated to growing the global platinum jewellery market through consumer and trade-facing programmes in the four key jewellery markets of China, India, Japan and USA. Since then, jewellery development has demonstrated a strong track record in delivering results. Through various programmes, both direct-to-consumer and in collaboration with Jewellery retailers and manufacturers, PGI creates consumer ounce demand by first identifying opportunities for platinum in jewellery, and then developing them with partners. It also aims to build an enduring commitment to platinum in jewellery. PGI’s consumer marketing and educational programmes are focused on developing awareness and an appreciation for platinum’s unique properties as a precious metal for fine jewellery.

In addition, PGI works globally with collaborative partners running extensive marketing programmes in the four main platinum jewellery markets of China, Japan, USA and India. These markets are staffed with experts in strategic planning, marketing, retail, design and business development. Since 2015 PGI has been headquartered in Hong Kong. PGI is funded by the leading platinum producers of South Africa, as well as through co-funded programmes with the jewellery industry.

PURITY ASSURANCE PROGRAM

PGI has partnered with TUV India Pvt Ltd to implement a robust audit programme to ensure the purity of platinum under its programme. TUV is one of the country’s first certification bodies and has been closely associated with the quality revolution in India. Under Platinum Guild India’s quality assurance programme, each individual piece of Jewellery has an assured purity as high as 95%. And as a proof of this assurance, every piece is stamped ‘Pt950’ and comes with a tamper-proof quality assurance card that distinguishes authentic platinum from other jewellery. A Unique Identification Number is also stamped on the jewellery in addition to the detailed description of the piece you choose for yourself. Our quality assurance programme is in place to ensure transparency and that the platinum the consumer buys is of the highest quality. After all, that is what true value is all about.