GOING PLATINUM

here’s something incredibly beautiful about platinum. Maybe it’s the naturally soft, subdued white colour that compliments any design impeccably, or that it’s able to hold some of the world’s century—Hollywood’s golden age—the metal has ruled the red carpet, including, most recently, at the Grammys and Oscars, where it was worn by stars such as Lady Gaga, Priyanka Chopra Jonas, Amy Adams, and more. spoke with Huw Daniel, global CEO of Platinum Guild International, to understand its appeal. It has a modern and contemporary aesthetic with clean lines, and it is metal-centric, which means that the focus of the design revolves around the metal. Platinum is designed for platinum, so to speak. Unlike other materials, it allows for unique geometric designs. It has the rare ability to allow for negative space that covers a large surface area. Its high purity and rarity are cherished qualities. The limited amount found in the world is what makes it truly precious. Unlike other metals, platinum is bought out of emotion. It’s the metal of love, celebrating joyous milestones in our lives. Platinum was introduced to the maharajas by high-end designers like Cartier who created jewellery for them. But when we started, there were Hindi words for gold, silver, and pearls, but nothing for platinum. We built credentials by introducing a quality assurance scale, which showed the authenticity and purity of the metal. This taught the Indian consumer that platinum was precious and premium. Tassels, links, and adjustable layering are three huge global trends. We have taken cues from these trends and balanced it with traditional Indian influences.