Platinum Guild International (PGI) recently launched EVARA Platinum Blessings, its platinum bridal jewellery collection in Chennai, the largest platinum market in the country. The launch was held in conjunction with leading jewellery retail brands of Chennai – GRT Jewellers, NAC Jewellers, Prince Jewellers, Joyalukkas, Malabar Gold & Diamonds, Vummidi Bangaru Jewellers, and Sarvana Jewellers.

The unveiling took place with the “soon-to-wed” young couple Dipika Pallikal and Dinesh Karthik receiving “platinum blessings” from Dipika’s parents Susan and Sajiv Pallikal.

Dipika is a well-known squash player and Dinesh is a well-loved cricketer.

The name EVARA is rooted in Sanskrit and stands for blessings and carries with it the platinum promise of everlasting love, explained PGI. The collection is based on the platinum heritage and infused with cultural relevance integral to Indian weddings. Every platinum Evara design 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 said, “We have seen the 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 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.”

“I will cherish this Platinum Evara piece for life as it is symbolic of a new relationship that I will be sharing not just with Dinesh, but also with both our families,” said Dipika.

Dinesh added, “I truly feel blessed this afternoon and I am overwhelmed with this beautiful welcome from Dipika’s parents. As I promise to cherish this bond with Dipika and we form a new relationship as a couple, I will also be treasuring our new family unit, strengthened by platinum.”

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, a PGI note stated.  The note further said that 85% of platinum consumers are in the age group of 15-30 years and today this young lot are increasingly playing a larger role in the purchase of bridal jewellery.