Vaishali Banerjee stands at the forefront of Platinum Guild International’s (PGI’s) mission to redefine the narrative around platinum jewellery. In an exclusive interview, the Managing Director, PGI – India & Middle East, and Head of Global Market Development, PGI, shares valuable insights into emerging design directions, consumer behaviour, and platinum’s evolving place in the Indian jewellery landscape.
You’ve now taken on the added responsibility of global market development. How does the Indian market’s growth trajectory compare to other key platinum markets globally?
India is our fastest-growing market. For the past several years, it’s been delivering double-digit growth, and we expect that momentum to continue. Even though it’s a relatively young market in terms of platinum, the size and scope of its growth have made it extremely significant on a global scale.
What’s exciting is the vast headroom for growth that India still offers. Alongside India, the Middle East is our newest market, where we’ve just completed a successful pilot phase and are now moving into expansion. 2024 has been a good year for platinum globally, with all PGI markets posting growth. China, US and Japan are established platinum markets, each at their own level of maturity and consumer sophistication.
When it comes to jewellery design, platinum always seems to have a certain minimal elegance. What trends are influencing your collections in India?
Platinum carries deep emotional meaning, no matter where you are in the world. It’s more than a trend—it’s a lasting truth. Every piece we create must resonate with those emotions—whether it’s Platinum Love Bands or self-purchase jewellery, and regardless of whether it’s for men or women.
Of course, we layer trends over this emotional core. For instance, in our women’s collections, stacking is a big design theme right now. But we’re seeing a shift from traditional stacking to more irregular, asymmetrical styles that add individuality. There’s also a rise in playful mismatches—still within a balanced, elegant aesthetic, because we have to be mindful of the Indian consumer’s preferences. Even in the Platinum Evara collection, we’ve pushed the envelope a little. For example, we’ve introduced reflective colour from within the piece—using smart technology to create an inner glow. Platinum may be a centuries-old metal, but our take on it is strikingly modern.
How involved is PGI in guiding its manufacturing partners with these trends?
We’re very hands-on. Every year, we develop detailed design briefs that draw on both global design insights and local consumer behaviour. These briefs are shared with all our partner manufacturers, whether they work across all our brands or just one.
We don’t just identify trends; we bring design stories to life. Our manufacturers are investing in advanced technology to translate those ideas into actual products. Several of our manufacturing partners have done brilliant work, combining creative flair with technical precision. The result is jewellery that appears simple at first glance yet is underpinned by innovation.
Your campaigns place a lot of emphasis on storytelling. Could you talk a bit about the role of emotion in platinum design?
Absolutely. Storytelling is at the heart of everything we do. Take Platinum Love Bands, for instance. Love is a universal emotion, but it can become a cliche if not handled thoughtfully. So we focused on intimacy; on making the expression of love deeply personal. For example, hidden messages within Platinum Love Bands were introduced to represent a private language known only to the couple. That’s the magic of platinum; it holds meaning in a way no other metal does.
Similarly, every Men of Platinum piece is built around values. It’s not just about aesthetics; it’s about what the jewellery says about the man wearing it. Inner strength, self-belief, courage – these values are embedded in the narrative of each design.
Speaking of Men of Platinum, what inspired you to align with cricket as a platform?
Cricket is almost a religion in India – it transcends geography and language. But more importantly, the values that cricket champions—resilience, leadership, teamwork—mirror those of Men of Platinum. Someone like MS Dhoni is a perfect fit, not just because of his stature, but because of the integrity, grace, empathy and resilience he represents.
We’re very careful about our brand associations. A celebrity endorsement has to go beyond face value; it must feel authentic to the brand’s values. When there’s that genuine alignment between the individual and the brand’s values, the impact is incredibly powerful.
Are you seeing growth in smaller towns as well, beyond metro cities?
Yes, definitely. Tier 2 and 3 towns are becoming increasingly important. A lot of our strategic retail partners have already expanded into these markets, and we’re seeing a good traction.
The young consumer today isn’t defined by geography. Digital access has made aspirations universal. Our job is to make sure the right product and brand experience are accessible to them—and we do that through a strong network of organised retail partners.