For platinum it might be golden jubilee
By- Binita Parikh

Love for gold among the Gujaratis is well known. However, it does not mean that they ignore other metals like platinum. It is well known that platinum is more precious than gold and thence more expensive.
However, there is an increasing demand for it in the city. "There is a good demand for platinum jewellery, especially diamond rings set in platinum," Vimal Shukla of Soni Ishwarlal Harjivandas told.

However, it is very difficult to work on it as it has a very high melting point of about 2000 degrees which is difficult to maintain in the normal goldsmith kilns, he added. "Platinum setting is rarity here. We can get the same look with Rodium and at a much lesser cost.

Platinum is also a bit difficult to procure," felt diamond setter Robin Bhandary. While the demand for platinum was almost non-existent in the state, it has picked up in the past two years, felt the traders in jewellery. While pure platinum jewellery is not much in demand there is a growing demand to real diamond jewellry set in diamonds. "Now, about one per cent of sales in diamond are set in platinum," said Manish Soni from Manubhai Zaveri.

However, not very surprisingly, platinum faces stiff competition from silver and white gold. Many people feel that platinum looks like silver and after paying such a huge amount, they are not interested in getting a "silver" look. "Gold is an accepted metal in the Indian society. It is not just a beautiful ornament that we buy, but also a social symbol. The fact is that not many people understand the different between platinum and silver. I would certainly not want people to ask me why my wife is wearing silver," said Mr. Kaushik Dave when asked whether he would prefer platinum or gold.

He may be reflecting the emotions of a lot of people as platinum are three times costlier then gold and may look like silver to the uninitiated. "What would be the use of flaunting jewellry in front of those who cannot appreciate it at all!" said Shruti Rajpada, a 25-year-old who said she prefers gold and silver jewellry.

However, the shine and sheen that the platinum jewellry can achieve can never be achieved in silver jewellery, said Sunil Shah, a dealer in diamond jewellery. Diamonds set in platinum give out a better shiny effect, he added. "In Mumbai, platinum jewellery is in vogue now.

We can see the reflection of this trend in the city. As such the city follows Mumbai in fashion style," he added.There are many takers for this and the people who buy this jewellery feel platinum, as a metal is a very good metal. "I feel it is a very up-market product and not every one can understand all the beautiful things in life," said Monali Parikh, who has bought a set of diamond studded platinum.

Republished from The Asian Age