The demand for platinum jewellery is growing in Chennai at the rate of 20 to 30 per cent every day, the Country Manager for Platinum Guild International (PGI), Vaishali Banerjee, said in the city on September 4.

She is in Chennai to launch the new platinum global branding initiative with a brand line and logo, "deeply rooted in the metal's intrinsic values and reflecting its contemporary image."

Platinum's new positioning is centered around the slogan 'Pure, Rare and Eternal', based on its three virtues, according to Vaishali.
Jitendra Vummidi of Vummidi Bangaru Jewellery said he was pleasantly surprised to see the good response for platinum in Chennai. Sales of platinum jewellery had increased every year over the last three years, he added.

He said women were particularly impressed with the high level of purity in platinum -- 95 per cent. Platinum was also seen as both modern and traditional.

Princeson Jose of Prince Jewellery said platinum jewellery was being sold at his shop every day. Initially, he was sceptical about the sale of platinum jewellery in Chennai but he was in for a pleasant surprise. The demand was growing all the time, he added.

Kishore Jain of Khazana Jewellery said platinum jewellery had made impressive gains in Chennai over the last couple of years.

Lisa Mukhedkar of the PGI said platinum jewellery was now available in 32 centres in the country. Though platinum costs almost three times more than gold, the jewellery metal had its own market in view of its purity and rarity, she added.

Vaishali Banerjee said platinum symbolised a confident and strong woman, who knows her mind and is well respected. The new global identity for platinum has four elements namely the colour palette, the brand line, the word mark and logo (Pt), and the water graphic.

White is the basic colour of the new identity. It comes from the consumers' association of platinum with daylight, moonlight, freshness and cleanliness. White is complimented by the blue of the Pt logo since blue is associated with colour which suggests eternity and purity, Vaishali said.