Platinum jewellery is going to make a comeback this year.

India has a cluttered jewellery market industry; how did platinum jewellery come to occupy a unique niche positioning?

Today, platinum jewellery in India occupies a very distinctive space among other metals. And this is a result of PGI’s strategic focus on the growing affluent urban youth, which is a discerning lot. A truly rare metal, platinum feeds into a very different set of needs of this younger segment of consumers. Platinum is bought for moments of emotional significance and hence our designs are embedded with meaning. We design it as a marker of important milestones in relationships and life.

Platinum’s unique properties include a rarity that’s 30 times more than gold, and it is known for its ability to withstand daily wear without thinning. Furthermore, platinum jewellery is almost entirely pure, at 95% purity even when it’s set with diamonds. This makes it one of the most robust, enduring and finest metals available in the market today. Also, platinum’s distinctive design philosophy not only makes each piece unique, but its minimalist narrative makes it appealing to mark intimate personal and professional milestones with purchase of jewellery.

How has the jewellery buying evolved or changed in the past few years?

The jewellery market in India is mature and is on a solid recovery trajectory post Covid-19, validating its strategic opportunity. In India, jewellery plays an integral role where it tends to have a store of value and serves as a marker of social and personal milestones in life. India is a predominantly young country with an estimated 70% of the total population below 40 years. This generation of millennials and Generation Z have grown up in a more confident and open India and are more success-oriented and ambitious for a better life. They are driven by a need for self-expression and social distinction to leave a mark for themselves. Precious jewellery can address these needs through a narrative that expresses the values of this generation. The millennials are more evolved, independent and well versed with international trends; they are always seeking the latest, and have a very strong point of view built through their entrenched digital footprints. Covid-19 has been instrumental in accelerating the use of digital across categories, and platinum brands have adopted the digital-first strategy to engage this segment of consumers, thereby building appeal, relevance, desire, and preference for platinum in their lives.

According to PGI’s previous report, millennials are more inclined towards buying platinum. What trends do you forecast for 2021?

As per the PGI Global Study done in 2020, we have found that Indian jewellery buyers, predominantly millennials, are looking to build value through their resources and reinforce their close relationships and self-affirmation. There is a strong willingness to spend on precious jewellery and this sentiment offers an ideal opportunity to reinforce the power of platinum as a metal to build and uplift life. Another interesting insight is that 66% of consumers, ‘want to purchase something that maintains its value, and 64% want to buy something ’personally meaningful’, which gives jewellery a distinct advantage over other discretionary categories. The idea of affordable luxuryholds a special appeal for millennials. This has expanded the competitive canvas for precious jewellery as these young consumers are looking at multiple categories like technology, fashion, leisure and travel to enrich their lives. They seek jewellery with differentiated designs infused with meaning and a narrative that reflects their deepest emotions and self-image. Jewellery for them is meant for adornment and hence the choice of the metal, values behind it, the design, style, etc. are driven by their personal aspirations, making platinum jewellery a preferred option. When it comes to design, platinum jewellery has a differentiated philosophy based on minimalism and contemporary classic that speaks to the young.

Check Out This Oxidised Jewellery Looks Of Beauty Prajakta Mali

Oxidized Jewellery is silver jewelry that has an antique look to it. The jewelry is given a black platina in order to give it a more tarnished look. People ditch traditional jewelry and wear Oxidised Jewelry to add an antique twist to their outfits. Today we look at some of the oxidized jewelry looks of Marathi beauty Prajakta Mali. Prajakta shared a cuteness overloaded picture with her niece on her Instagram page. The actress can be seen all decked up in a light green saree with electric blue and golden border and a matching blouse along with it. For her jewelry Prajakta opted for oxidized jewelry that consisted of an oxidized choker necklace and pretty oxidized jhumkas. Prajakta was all smiles as she posed with her cute niece for the photograph.

Prajakta has given us numerous glimpses into her oxidized jewelry collection. The starlet donned a simple bright yellow printed saree with a black printed blouse and to accentuate her traditional look she sported a long oxidized chain, oversized oxidized earrings, a flower-shaped dramatic ring, and a beautiful oxidized bangle. Prajakta went all out and showcased her love for oxidized jewelry in this outfit.

Prajakta Mali was seen all dressed up in a plain blue printed saree paired along with a black printed blouse and she rocked the oxidized jewelry look to perfection. The long oxidized chain gave a very antique touch to her saree and took her entire traditional looks to a different level. Prajakta set the internet on fire in grey metallic and hot red drapes accessorized with beautiful oxidized paisley earrings. Prajakta’s oxidized jewelry looks are worth gushing over. Take a glance and let us know what you think!

To shop more oxidised jewellery please visit Indischen Online Shop.Leading the way is the jewellery brand Indischen. With superior craftsmanship and a diverse range of designs, Indischen has become a bride’s best friend. No matter what your bridal style is, Indischen will always have the right jewellery pieces for you.

How to style modern jewellery.

As soon as we’re done putting on our best clothes, vibrant makeup, and don a classy clutch – something feels missing. While it may seem that every component of dressing up is done, it really isn’t. One important element remains: Jewellery! As accessories become the ultimate look-completer, and modern jewellery becomes a staple for all attires. We got in touch with Dr C Vinod Hayagriv, Director and Managing Director, 150 years C Krishniah Chetty Group Of Jewellers to share a style guide to flaunt modern jewellery to perfection.

Layers for the win! If you’ve been on Instagram lately, you definitely know the layers trend. It seems one necklace isn’t ever enough as people wear two, three, and sometimes even four dainty necklaces with something as casual as a V-neckline tee. But how do you know what sort of necklaces to pair with each other?

Here’s how you can form the ultimate layers:

Use necklaces of varying lengths. Experiment with colours, especially if you’re wearing white. Pair different types of neckpieces – perhaps a gold pendant necklace with a casual gold chain. Mix your metals While symmetry and wearing matching pairs of jewellery may seem like the right way to go – who says that’s the rule in the book, really? It’s time to mix it up and wear some of the stack ‘em up! most modern trends in the chicest way possible. Pair a diamond necklace with a gold ring. Or go platinum with a hint of gold.

The sky is the limit to the imaginative ways you can mix and match your jewellery for a look that truly stands out.

Stack ‘em up! But, didn’t we just talk about layering? Here, we refer to rings – stunning, minimalist, yet truly classic rings. To have your fingers do all the talking and be known as the one with the most fashionable rings – stack up your rings (up to 3) on your finger. Match a few gemstone ones together if you’re going to a party, or simple diamond rings also work for a relatively casual look.

Know your focus No, we don’t mean you should look at your jewellery with glasses; we want you to put the focus on your best aspect. Let us give you an example. For beautiful with gorgeous, coloured, large eyes; smokey eyes and more highlighter are able to put the focus on the eyes – enhancing the feature, and making the individual appear distinct and beautiful. It works similarly for jewellery. If you have a long neck and want that to be the centre of attention in your entire look; wear a beautiful diamond choker necklace. This will adorn your neck and surely make you a head-turner.

Neck and neckline The same way as you wouldn’t wear a choker with a turtleneck; we have always known subconsciously that the neckline matters when choosing a necklace. Therefore, when you are choosing the neckpiece to don; make sure to notice the neckline of your dress. If it’s a V-neck – go for a heavy, diamond necklace. If your shirt has a round-neck that’s a bit deep, take that as a cue to get your best choker out and wear it with glam makeup. However, if the shirt you’re thinking of is a turtleneck; alas, there is nothing better than a long, modern, trendy pendant to make your look complete.

Do not go overboard Yes, there is something as too much accessorizing when it comes to jewellery. Knowing when to stop is important and is directly linked with the purpose of the look. If you’re going to a wedding – accessorize your heart out. From gorgeous, heavy neckpieces to bangles and long, drop earrings; wear it all. But, if you’re going to a friend’s place, keep the chic level high by wearing complementary jewellery. For example, if you’re wearing long, drop earrings, perhaps don’t wear a necklace and just a statement ring would do. Or, with the casual tee and denims, wear a platinum bracelet and gemstone studs for the perfect blend of modern jewellery. Style away! Now, that you’ve read the ultimate style guide and know exactly how to mix and match your modern jewellery to amp up the fashion level; it is time to put your knowledge to the test.