With its distinctive qualities, platinum aligns seamlessly with the modern approach to wedding jewellery, contributing to the rising popularity of platinum engagement rings among young couples, says PALLAVI SHARMA, Business Director, Platinum Guild India.
What factors have contributed to the increasing popularity of platinum engagement rings among couples in India?
Over the years, weddings have witnessed a significant transformation towards more personal, couple-centric celebrations.
Young couples are becoming more in control of their wedding celebrations and setting a tone for the marriage ahead through meaningful choices made as part of the ceremony itself. For instance, while the wedding jewellery worn for the bigger functions might still be heirloom pieces, the jewellery chosen for more intimate exchanges such as the engagement ring or wedding band is based on its symbolic reflection of the values that define their relationship itself.
They also seek engagement ring designs based on versatility to complement every attire and its ability to withstand the rigours of daily wear.
When it comes to engagement rings, platinum stands out as the preferred choice of metal for young couples since it’s rare, precious, and known for its strength and resilience. Platinum’s subtle yet distinct lustre also enhances both coloured stones and diamonds, lending a sophisticated touch to more playful and expressive pieces.
Crafted in 95% pure platinum, Platinum Love Bands have emerged as an ideal choice for couples who are seeking to celebrate key milestones in their relationship journey.
What design trends are you observing in platinum engagement rings?
One of the key trends in platinum and gemstone jewellery is the bride’s growing interest in fancy-cut diamonds as centre stones, with a preference for unique shapes like Asscher, princess, pear, and marquise cuts. The classic round diamond is often elevated by a halo of diamonds or coloured gemstones, adding a personalised touch.
While the solitaire remains a bridal favourite, many women are opting for eternity bands paired with simple prong-set round diamonds. However, more adventurous consumers are also incorporating rubies, tanzanite, and pink sapphires as centre pieces for their engagement rings.
Can you classify the ring styles most favoured by consumers?
Modern Vintage rings embody the fusion of traditional styles with a contemporary and fresh design element. Classic round-cut diamonds take on a new dimension with angular halos or a simple solitaire transforms with a double-row pavé band.
The timeless elegance of Three Stone or ‘Trinity’ rings remains a coveted choice. Traditionally featuring three round-cut diamonds for linear symmetry, the modern interpretation introduces diverse stone shapes, allowing for greater personal expression. The trio of stones symbolises friendship, love, and fidelity, and when set in platinum, ensures a secure hold, reinforcing the enduring strength of the union.
Another notable style gaining prominence, especially amongst celebrities, is the Toi Et Moi, which is often referred to as a ‘Bypass’ ring, as it pairs two gems side by side, symbolising the intimate connection between two individuals.
The younger couples typically seek contemporary and sleek engagement ring designs that can complement multiple looks and continue to maintain that classic white sheen despite regular wear.
Do you see the demand for platinum engagement rings expanding beyond urban markets in India? If so, what are the key drivers?
The initial demand was driven from the urban markets, as the younger millennials and Gen Z started imbibing the more modern narrative for weddings. Today, the popularity of platinum engagement rings has grown beyond the urban markets as well.
The hyperconnected Gen Z in urban and beyond urban centres, don’t buy into brands and don’t seek the physical (intrinsic) value of precious jewellery. Instead, they seek stories that are unique and view an engagement ring to express their commitment to the modern values of love and relationships.
Internet penetration and widespread mobile access have been key drivers of this shift, alongside leading jewellery brands expanding their distribution to Tier 1 and Tier 2 cities. With the world feeling more connected than ever, young consumers in smaller towns are increasingly influenced by global trends, seeking pieces that reflect their individuality.
How do marketing campaigns and brand endorsements help in driving the trend of platinum engagement rings among Indian couples?
Marketing campaigns and brand endorsements play a key role in helping young consumers explore the myriad choices available to them, guiding them through the entire decision-making process. Influencers and endorsements not only educate them on where to purchase but also offer insights into what to consider when selecting jewellery for their milestone moments.
Carefully curated marketing campaigns help elevate a brand’s narrative, adding to its relevance and aspirational value. For instance, the recent campaign for Platinum Love Bands highlights the moments when couples effortlessly commit to each other because they intuitively know that their love is one-of-a-kind and precious. They know they can truly be themselves as they are loved for all that they are – the good, the bad, and everything in between. A progressive message, that instantly connects with young couples who seek to embrace a more modern definition of love.
PGI India also conducts multiple workshops and marketing initiatives to educate and build awareness for the core qualities that define platinum as a precious metal. Under PGI India’s quality assurance programme, each piece of platinum jewellery, including the Platinum Love Bands, comes with an assured purity of 95% and is stamped ‘Pt950’, further encouraging Indian couples to consider platinum engagement rings.