EVARA Platinum Blessings marks PGI’s foray in bridal jewellery segment

Platinum Evara offers dual gifting for the modern bride and the groom from the parents, in-laws or from the elders in the family.
EVARA Platinum Blessings marks PGI’s foray in bridal jewellery segment

Platinum Guild International (PGI) launched its EVARA Platinum Blessings in Mumbai which also marked the entry of platinum into the bridal jewellery segment in India.

Over 400 people of the jewellery industry from across India were present at a mega event held at the Taj Lands End in Mumbai, where the brand was revealed and the exquisite range of jewellery unveiled and was followed by a buyer-seller meet the next day. Platinum Evara will offer an opportunity for dual gifting for the modern bride and the groom from the parents, in-laws or from the elders in the family, who wish to bless the couple.

Commenting on the launch, James Courage, CEO, Platinum Guild International said, “Since our first launch in India in 2001, the domestic platinum market has evolved and achieved significant momentum, with the support from our partners being crucial to drive category growth. We have accomplished a breakthrough by offering something unique and meaningful in the space of jewellery that has high emotional appeal and holds high aspiration for the young. The very positive market trend is an indication that it is now time to step forward and embark on a new journey to create and build another platinum milestone with EVARA Platinum Blessings.”

Nicholas Graham Smith, COO, Platinum Guild International said, “Bridal jewellery is the largest, most vibrant and emotionally rich space for jewellery in India and wedding related purchases account for more than 60 per cent of jewellery purchases in India. We have seen phenomenal success of the PGI programmes till date and how well it has resonated with young India becoming a must-have in their wardrobe. So now is the time to look for a game changer in the market with EVARA Platinum Blessings to tap into the bridal segment that commands the highest consumer demand for jewellery. This new and exciting offering will provide an opportunity for retailers to expand their business and will help them grow the market and create history once again with platinum.”

Vaishali Banerjee, Country Manager India, Platinum Guild International added, “Platinum Evara is a blessing of everlasting love from the parents to the bridal couple at the wedding. The new parental discourse is about treating the girl and the boy as equal and platinum aims to own this modern discourse, built on deep inclusive love and respect. This is a space unique to platinum because blessings are always everlasting and love is central to platinum. The concept of Platinum Evara will be promoted through a robust 360-degree campaign to inspire an emotional connect for platinum wedding jewellery. This will be supported by a strong trade programme that will deliver a superior consumer experience in-store with dedicated branded Platinum Evara zones.”

The industries top design professionals from Uni Design India, Shrenuj, B N Jewellers, Kama Schachter, Emerald, KGK and Foley designs were briefed to create the concept that will bring out the emotional symbolism behind Platinum Evara and give it a form. There was a design brief provided by the PGI to the designers to bring alive the promise of everlasting love with every piece of platinum bridal jewellery. The considerations given to the design teams was to find the right balance between the modernity the young desire of platinum and the strong Indian cultural connect of the wedding.

In order to assure consumers of the purity of platinum jewellery, Platinum Guild India Pvt. Ltd. has appointed Underwriters Laboratories (UL Inc, USA) to audit and monitor its Quality Assurance Scheme. Under this scheme, all authentic platinum jewellery in India comes with a Quality Assurance Card and bears the purity hallmark of “Pt 950” stamped inside the piece. This also serves as an assurance of a ‘buy back’ programme.

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