Jewellery purchase decisions are mainly thought with a lot of care and concern in India. When we make purchases of jewellery for our family and loved ones, we tend to choose metals and precious stones that not only look attractive and gorgeous, but rather add an element of design and finesse to our personality. The metal we choose adds to the aura and value of the specialness of the relationship. That’s where platinum comes in. The role of platinum is as rare as its occurrence and its strength and hardness is known to last lifetimes. Platinum is 30 times rarer than gold. The look and feel of platinum is naturally white and shimmering. No wonder choosing platinum is supposed to symbolize a celebration of beauty, authenticity and longevity. These universal traits make platinum an ideal choice to gift jewellery symbolizing the same for any relationship.
PLATINUM AND ITS WHITENESS
Platinum is better known for its natural white colour. It is born a truly white metal, unlike white gold. White gold gets its white colour when another metal is added to it and then plated with rhodium. Rhodium masks the metal to make it appear whiter over time, however, it will leave a yellow tinge. Platinum on the other hand needs no such masks as it retains its natural whiteness. Thus when diamonds are set in platinum, their fire and brilliance are much more evident against platinum’s “true white.” This is what makes platinum the ideal metal for setting diamonds in engagement rings, diamond bands; in fact it adds to the appearance of gemstones like rubies, emeralds, sapphires, and other colored gemstones and makes them appear more vibrant when they are embedded in platinum. No wonder platinum was the precious metal of choice during the 19th and 20th Centuries.
NO VOLATILITY
Denne historien er fra June - July 2022-utgaven av Indian Jeweller.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra June - July 2022-utgaven av Indian Jeweller.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
LEGENDARY PHILANTHROPIST SULTAN SINGH BACKLIWAL PASSES AWAY
Late Sultan Singh Backliwal was a revered figure, renowned scholar, businessman and philanthropist -- the extent of his benevolence continues to inspire many
BRETT LEE INAUGURATES MALABAR GOLD & DIAMONDS SHOWROOM IN SYDNEY
Malabar Gold & Diamonds, ranked as the sixth largest jewellery retailer globally, has opened its latest showroom in Sydney, Australia - with this, the company has marked a presence in 13 countries.
PLATINUM EVARA EMBRACES THE SPIRIT OF THE WOMEN'S PREMIER LEAGUE
The rise of women’s cricket in our country has been nothing short of inspirational and it offers the perfect platform for Platinum Evara, platinum jewellery aimed at the young woman segment.
GARGI BY PNGS EXPANDS ITS REACH WITH SECOND FRANCHISE OUTLET IN NASHIK
Gargi by P N Gadgil & Sons (PNGS), the prominent publicly listed fashion jewellery brand, has launched its second franchise outlet in Nashik.
KISNA DIAMOND AND GOLD JEWELLERY UNVEILS EXCLUSIVE SHOWROOM IN AGARTALA
KISNA Diamond and Gold Jewellery, a leading name in the exquisite jewellery industry, celebrated the grand opening of its first-ever exclusive franchise showroom in Agartala, Tripura recently.
KHIMJI JEWELLERS UNVEILS NEW WEDDING CAMPAIGN "NO COMPROMISE!"
Khimji Jewellers, Odisha’s favourite jewellery brand renowned for its rich legacy of 88 years in crafting exquisite jewellery, has announced the launch of its latest bridal jewellery campaign, “No Compromise!”
GOLD REFINING PRESENTS SIGNIFICANT OPPORTUNITY IN INDIA: IFSCA CHAIRMAN
K Rajaraman, Chairperson of the International Financial Services Centres Authority (IFSCA), has advocated for the establishment of gold refining facilities within India, citing its significant position as a major global purchaser of the precious metal.
UNION BUDGET 2024: GEM AND JEWELLERY INDUSTRY CONCERNS NOT ADDRESSED
In her final outing before the polls, Finance Minister Nirmala Sitharaman presented a budget which held no major surprises.
BROADLY SPEAKING WHY I KEEP LAB-GROWN DIAMONDS AS A SEPARATE CATEGORY IN MY STORE
Lab-grown diamonds, a much sought-after product in the US, are increasingly finding greater acceptance in India as well. Retailers are benefitting from stocking both natural and grown-diamond jewellery, as it enables them to cater to different categories of customers under one roof, and address ethical concerns, finds out Suneeta Kaul in a conversation with AVR Siddhanth of AVR Swarna Mahal
SENCO GOLD & DIAMONDS CRAFTS IMPACTFUL CAMPAIGNS
Senco Gold & Diamond skillfully crafts impactful campaigns that touch the hearts of customers living in different regions of the country, finds out Priyanka Talreja Garegrat in a conversation with Joita Sen, the Design Head of the company
