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PGI launches EVARA Platinum Blessings
PGI taps India’s bridal platinum jewellery market
By: Diamond World News Service
Dec 8 2014 11:21AM
Reference: 10916  

Platinum Guild International (PGI) marked its India launch of platinum bridal jewellery in Chennai, the largest platinum market in the country, with EVARA Platinum Blessings. Launching this in a grand way, PGI along with leading jewellery retail brands of Chennai – GRT Jewellers, NAC Jewellers, Prince Jewellers, Joyalukkas, Malabar Gold & Diamonds, Vummidi Bangaru Jewellers, Sarvana Jewellers, unveiled the new brand and exciting offerings that will create an additional ‘gift of love’ opportunity in the evolving bridal jewellery market.

Unveiling the exquisite range of bridal jewellery, the young, soon to be wed couple Dipika Pallikal and Dinesh Karthik were gifted Platinum Blessings by the to be bride’s parents Mr. Sajiv Pallikal and Mrs. Susan Pallikal.

Evara carries the platinum heritage and cultural relevance of the Indian wedding. The name is rooted in Sanskrit and stands for blessings, and carries the platinum promise of everlasting love. Each piece has a ‘Platinum Bond’ that holds multiple strands of platinum together, symbolic of a coming together to create a beautiful new relationship.

At the launch, Vaishali Banerjee, Country Manager India, Platinum Guild International added, “we step forward and embark on a new journey to create and build another platinum milestone with EVARA Platinum Blessings, 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.”

Platinum Evara jewellery has been designed with a wearability of wedding and beyond. PGI plans to promote Platinum Evara through a robust 360-degree campaign and a strong trade programme to deliver a superior consumer experience in-store with dedicated branded Platinum Evara zones. The jewellery is priced from Rs.1,00,000 onwards and is being retailed across leading platinum authorised retailers across India.

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