Platinum Guild International (PGI) recently launched Evara Platinum Blessings for the Indian bridal market, seen as an extremely important segment. The launch was followed by a buyer-seller meet on the following day.

The Evara brand, “Built on platinum heritage and infused with cultural relevance integral to Indian weddings” has been positioned as 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. 

Explaining the design concept behind Evara, PGI says that “Love is at the heart of every Platinum Evara design as each piece has a ‘Platinum Bond’ that holds multiple strands of platinum together,  symbolic of a coming together to create a beautiful new relationship.”

Top design professionals from leading companies 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. The design brief by the PGI to the designers was: to bring alive the promise of everlasting love with every piece of platinum bridal jewellery. A major consideration was to find the right balance between the modernity the young desire of platinum and the strong Indian cultural connect of the wedding.

“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,” said James Courage, CEO, Platinum Guild International at the launch.

Nicholas Graham Smith, COO, Platinum Guild International added, “Bridal jewellery is the largest, most vibrant and emotionally rich space for jewellery in India and wedding related purchases account for more than 60% of jewellery purchases in India.”

Vaishali Banerjee, Country Manager India, Platinum Guild International explained, “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.”

The concept of Platinum Evara will be promoted through a robust 360-degree campaign to inspire an emotional connect for platinum wedding jewellery, Banerjee told the audience, and this will be supported by a strong trade programme that will deliver a superior in-store consumer experience with dedicated branded Platinum Evara zones.