Nothing gratifies a man or a woman more than the glitter of matter. In a moment one could be transported from the fragile realm of reality into a world of never-ending satisfaction. Only a moralist would feel apologetic about his feelings to acquire a little glitter, or may be not. No one has ever claimed to remain unaffected by the quaint splendour of trinkets cast in sundry metals and gems. Even Gods have gone about flaunting their affected splendour for centuries. Now, don’t you blame Man for creating God!

Rare, Pure, and Eternal, is not just a campaign from the Platinum Guild International. It’s the true description of virtues inherent in Platinum. This very special metal has stolen many a heart, literally, with its unique charm and elegance; and broken a few, who always long to possess the beauty of the metal but have to wait till their pockets are large enough.

Though platinum may seem relatively young, it has a long history and its own legends. Ancient Egyptians would give you anything but the pyramids to possess a piece of Platinum, and the South American Incas prized it as much as they did their Gods. When the Spanish conquistadors laid their hands upon this rare metal it was noted as a substance that could not “melt by fire or by any of the Spanish arts”. France’s Louis XVI is known to have declared it as the only metal fit for royalty. Jewellers like Cartier, Faberge and Tiffany immortalised themselves by creating many timeless designs in platinum. Last but not least, the world’s famous diamonds, including the Hope, Jonker I and the Koh-I-Noor, are secured by the permanence of platinum.

Platinum is the most precious of all jewellery metals: it is rare and only appears in certain places in the world where it must be excavated from the deepest depths before it can be extracted from ore by means of complicated procedures. However, once extracted it shines with a unique beauty because no other metal naturally has anywhere near so valuable and moon-white a glow as platinum.

Together with precious stones, platinum stands for the joy of discreet luxury. Above all, the sparkling of diamonds captivates new powers of temptation. Preferably worn in the classic style, a solitaire, unconventional versions made of platinum and innovative designs give the diamonds a new expression. In stately sizes coloured stones create a whole new world and remind us of their origins.

At the same time it is the purest of all jewellery metals: platinum is predominantly processed with a millesimal fineness of 950/000. This means that of 1000 grams of jewellery metal 950 grams are platinum. Therefore an item of platinum jewellery is white through and through. Its discreet gleam, however, only reveals its preciousness to those in the know. This also applies to hidden details in new items of jewellery: diamonds sparkle secretly – inconspicuously composed alongside rings, on the inner side of the hand or even in the inside of the ring edge. Such luxurious details create a special bond to an item of jewellery: An intimate knowledge of a secret that only the wearer knows.

The elegance of Platinum is not necessarily a preserve of women as is generally associated with jewellery. It also includes men’s fashion: Platinum gives a new discreet, classic, touch to the attributes of manliness. The classic items of jewellery for men – signet rings and cufflinks – are therefore now preferably appearing in platinum. And even watches are being given a platinum coat as a perfect counterpart to sophisticated clockwork mechanisms.

Today, emphasis is more on wearable jewellery and fusion designs. The white metals manage to combine the two and are becoming increasingly popular with the Indian consumer. The consumer is also experimenting with texture in metals: from granulation, brush and satin-matte to diamond-cut, filigree and a combination of finishes.

Two strong trends prevail in Platinum jewellery designs in India: one that remains traditionally heavy and elaborate for weddings and traditional occasions and a newer, more contemporary look with simple, elegant and very wearable designs.

Correspondingly, the platinum designs currently available in the market are made with clean, elegant lines. This is unlike the filigree or ornate designs that are traditionally based in gold. A majority of platinum jewellery is studded, mostly with diamonds. Plain platinum sells in chains or bands. Additionally, in the south Indian market, fusion designs (Indian and Western) are very popular.

The international fascination for coloured stones is not yet reflected in the Indian market. Semi precious coloured stones are mostly set in silver and not in what the Indian consumer sees as precious metals i.e. gold and platinum.

Classic vs. Modern: These two opposite trends happily coexist in jewellery shops and in consumers’ mind. Jewels meant to be worn forever or those bought on impulse for self-gratification easily find their way to the same woman. Platinum fits both trends. The ideal metal to enhance the moment on those important gift-giving occasions in life, it perfectly fits modern and avant-garde designs: a dual role and a capacity to adapt to every style and occasion, makes platinum the metal of the future.

With engagements, weddings and commitments on the rise, gifts of platinum are quickly becoming an enduring trend. Rare and naturally strong, platinum is a symbol of everlasting love. Today’s couples are celebrating their relationship with custom platinum pieces. Engraved terms of endearment, symbols of life and love are among the most popular items.

Owing to its high melting point, manufacturing platinum jewellery is also an art. Only skilled jewellers with the right expertise and infrastructure can create exquisite platinum jewellery. The range of platinum jewellery begins from Rs. 4,000 onwards. The price largely depends upon the quantity of platinum in the jewellery piece in addition to the precious stones it might be studded with and also the designs. A diamond studded platinum ring will cost you around Rs. 10,000. But it’s worth it.

PGI approved Platinum Jewellery has a range of international designs with a contemporary look to suit Indian tastes, with a range of rings, pendants, earrings, bracelets and rings for men too. Priced between Rs.7000 and Rs.50,000, the white lustre jewellery is elegant and fashionable. Set with diamonds ranging from 0.5 carat to 2 to 3 carats, Platinum jewellery designs are rare, classic and timeless.

For centuries, Platinum has enjoyed the favour of the discerning disciples of beauty and if all of them happen to be the richest people around, then it’s not just a coincidence. For all its virtues, Platinum has a damning flaw – it is the rarest of all the metals that has turned man into a slave of sparkle and glitter. Yet the desire to possess platinum never comes to rest. An ever-increasing number of admirers are queuing up to hold in their hands an eternity called Platinum.