Rakshabandhan has always been about celebrating the quirks, chaos and quiet strength that defines sibling relationships. Over the years, gifting has become an integral part of the festival – a way to celebrate love, spark new memories and cherish old ones. As this exchange becomes more thoughtful, platinum jewellery is stepping into the spotlight as the go-to choice for those looking to express emotion, intention and timeless connection. Known for its rare purity (crafted in 95% pure platinum) and quiet strength, platinum is striking a chord with younger consumers who value individuality and self-expression. With its differentiated design language, preciousness and rarity, coupled with a unique price advantage, platinum is truly a vessel of meaning. Available in a range of designs and price-points, platinum’s naturally white finish doesn’t fade or tarnish over time, making platinum jewellery classic in the true sense of the term. Whether it’s for a sister with a minimalist aesthetic or a brother who leans into subtle statement pieces, platinum has something for every kind of expression. From sleek bracelets
to elegant chains, each design is crafted with a contemporary finish that makes it perfect for everyday wear. More than a gift, platinum is a gesture. One that says: this bond is rare and built to last. This Rakshabandhan, choose from the bold, resilient designs by Men of Platinum or the elegant, expressive styles for women by Platinum Evara – each collection capturing the
depth, individuality, and unspoken love woven into every sibling story. ABOUT PLATINUM GUILD INTERNATIONAL (PGI)
Platinum Guild International (PGI) is a marketing organization with the vision to develop the global platinum jewellery market as a new demand source for platinum. It was formed in 1975 with specialist teams dedicated to growing the global platinum jewellery market through consumer and trade-facing programmes in the four key jewellery markets of China, India, Japan and USA. Since then, jewellery development has demonstrated a strong track record in delivering results. Through various programmes, both direct-to-consumer and in collaboration with Jewellery retailers and manufacturers, PGI creates consumer ounce demand by first identifying opportunities for platinum in jewellery, and then developing them with partners. It also aims to build an enduring commitment to platinum in jewellery. PGI’s consumer marketing and educational programmes are focused on developing
awareness and an appreciation for platinum’s unique properties as a precious metal for fine jewellery. In addition, PGI works globally with collaborative partners running extensive marketing programmes in the four main platinum jewellery markets of China, Japan, USA and India. These markets are staffed with experts in strategic planning, marketing, retail, design and business development. PGI is funded by the leading platinum producers of South Africa, as well as through co-funded programmes with the jewellery industry. PURITY ASSURANCE PROGRAM PGI has partnered with TUV India Pvt Ltd to implement a robust audit programme to ensure the purity of platinum under its programme. TUV is one of the country’s first certification bodies and has been closely associated with the quality revolution in India. Under Platinum Guild India’s quality assurance programme, each individual piece of Jewellery has an assured purity as high as 95%. And as a proof of this assurance, every piece is stamped
‘Pt950’ and comes with a tamper-proof quality assurance card that distinguishes authentic platinum from other jewellery. A Unique Identification Number is also stamped on the jewellery in addition to the detailed description of the piece you choose for yourself. Our quality assurance programme is in place to ensure transparency and that the platinum the consumer buys is of the highest quality. After all, that is what true value is all about.
