INTERESTING TRENDS AND INSIGHTS SHARED BY TOP RETAILERS AS OBSERVED DURING PGI’S SIGNATURE SEASON OF LOVE PROGRAMME

20th April 2023

Driven by Young India which views precious metal jewellery as crucial to their style and self-identity, increasing levels of awareness propelled by digitisation and a dynamically evolving retail landscape – the desire and demand for platinum jewellery has been on the rise. And this phenomenon has now expanded beyond the metros to Tier-II & Tier-III cities as well!

Read on for some interesting trends and insights shared by top retailers as observed during PGI’s signature Season of Love programme.

We are excited about the Platinum Season of Love campaign. Every year we see an increase in footfall at our various stores, with more and more customers interested in platinum jewellery’s contemporary designs. We anticipate an even higher demand from customers driven by the positive sentiment we have been seeing.”

– Dr. B Govindan Chairman, Bhima Jewellery

It’s exciting to see the growing demand for platinum jewellery from young customers, especially young women. Where jewellery shopping was once seen as a festival or occasional must-do, we now have demand throughout the year, to celebrate milestones and special occasions. We are ensuring that we have a wide collection of neckpieces, earrings, and flexi-bracelets from Platinum Evara for our discerning customers who only want the best.”

– Mitesh Khimji, Director, Khimji Jeweller

Customer demand for platinum jewellery has been increasing and we are optimistic about the continued uptake. In terms of categories, there is marked interest in men’s platinum jewellery, especially chains from Men of Platinum.”

– Manoj Soni, Director, AB Jewels

With the launch of our new store, we have witnessed an increase in store walkins and we have seen that platinum jewellery has resonated well among young Indian women.

Platinum jewellery’s minimalist but contemporary designs fit well into their style statement, as we are seeing with growing demand for pieces from the Platinum Evara collection.”

– Shreyansh Kapoor, VP, Kashi Jewellers

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. 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.