JB Insights
Celebrate Love the platinum way with Platinum Love Bands
Wavemaker unveils an innovative campaign for Platinum Love Bands featuring anamorphic outdoors and a unique collaboration with JioSaavn
What better way to celebrate this Valentine’s Day than with the metal of love? Platinum Love Bands aims to elevate the celebration of Valentine’s Day, with the ultimate symbol of love – rare platinum. Perfect for those ready to embark on a journey of commitment, or mark a big moment in their relationship journey, these bands will make Valentine’s Day truly unforgettable.
With the ability to make passersby halt in their tracks, gigantic digital screens unveil pairs of exquisitely crafted Platinum Love Bands as they step out of their box. The viewer is treated to a spectacle of animated Platinum Love Bands, elegantly rotating around the box as they showcase their intricate design and craftsmanship. Activated across all key markets these outdoors truly make the jewellery designs larger than life and underline the brand’s tag line – For a love so rare.

But that’s not all! In the spirit of Valentine’s Day, Platinum Love Bands has also collaborated with the leading music streaming service, JioSaavn, to provide consumers with a special opportunity. They can now create custom dedications for their loved ones through #PlatinumLoveJukeBox. The initiative enables couples to curate a personalized playlist for their beloved, selecting songs that deeply resonate with their unique love story and language of love. Once completed, this tailor-made playlist can be easily shared with your partner, accompanied by a heartfelt, personalized message of love. Moreover, sharing this special playlist on various social media platforms becomes an expression of love.

Speaking on these innovative activations, Sujala Martis, Consumer Marketing Director, PGI India shared, “Platinum is the ultimate symbol of modern love. This month of love, the intent was to elevate the upcoming Valentine’s Day experience for our audience, with an innovative visual experience on one hand via, immersive anamorphic outdoors that make the lure of platinum seem larger than life. And an exciting partnership with JioSaavn on the other, allowing couples to express their love through music by creating their own playlists for each other. Social media today is a loud declaration of one’s relationship status encouraging couples to then share their dedicated playlist on social, completes the loop.”
Conceptualized and executed by Wavemaker, Shekhar Banerjee, Chief Client officer and Office Head – West, North and East, Wavemaker India said, “Valentine’s Day is a time for creating unforgettable moments and exceptional experiences with the ones we love. We understand the importance of crafting innovative experiences that capture attention and forge meaningful connections. That’s why we’re thrilled to present our latest offering: an immersive journey featuring PGI’s Platinum Love Bands. Our aim is to provide an experience that goes beyond the ordinary, filled with breath-taking visuals and interactive elements that celebrate the beauty of love. We want to fill the air with joy and love for all the couples out there, and this innovative experience is our way of paying tribute to the power of love.”

With immersive and experiential activations, this Valentine’s Day, Platinum Love Bands truly aims to highlight how the metal of love is an ideal option celebrate this month of love.
Education
The Science Behind Sparkle: How Lab-Grown Diamonds Are Created
A New Era of Diamond Creation
In recent years, lab-grown diamonds have captured the attention of jewellers, consumers, and investors alike. Beyond their beauty, what makes these gems truly fascinating is the science behind their creation. Unlike imitation stones, lab-grown diamonds share the same physical, chemical, and optical properties as natural diamonds — the only difference lies in their origin.
At the heart of this innovation are two cutting-edge processes: High Pressure High Temperature (HPHT) and Chemical Vapor Deposition (CVD). These methods recreate the intense conditions under which natural diamonds form deep within the Earth, allowing scientists to produce genuine diamonds in a controlled laboratory environment.
HPHT: Diamonds Born Under Extreme Conditions

The High Pressure High Temperature (HPHT) method mimics the natural diamond-forming process that occurs about 150 kilometers below the Earth’s surface.
- Starting Point – The Seed:
A small diamond seed, usually a thin slice of an existing diamond, is placed inside a carbon-rich chamber. - Simulating Nature – Pressure and Heat:
The seed is exposed to extreme conditions — pressures of about 5–6 GPa (equivalent to the pressure at the Earth’s mantle) and temperatures of 1,400–1,600°C. - Crystal Growth:
Under these conditions, the carbon source melts and crystallizes around the diamond seed, forming a larger crystal over several weeks.
The result is a high-quality diamond crystal that is virtually indistinguishable from its natural counterpart. HPHT diamonds often exhibit exceptional clarity and can be produced in a range of sizes and colors, including colorless, yellow, and blue varieties.
CVD: Diamonds Grown in a Plasma Cloud

The Chemical Vapor Deposition (CVD) process is a more recent innovation that uses advanced plasma technology to grow diamonds atom by atom.
- Preparing the Chamber:
A thin diamond seed is placed inside a vacuum chamber filled with carbon-rich gases, typically methane and hydrogen. - Creating Plasma:
The gases are energized using microwaves or lasers, forming a plasma cloud that breaks down the molecular bonds of the gases. - Diamond Formation:
Carbon atoms released from the plasma settle onto the seed layer, crystallizing into pure diamond over the course of several weeks.
The CVD method allows for greater control over purity, color, and size, making it ideal for high-end jewellery applications. It also produces diamonds that are free from many of the inclusions typically found in natural stones.
Technology Meets Sustainability

Both HPHT and CVD processes are transforming the jewellery industry not only through technology but also through sustainability. Lab-grown diamonds require no mining, dramatically reducing environmental impact. Many manufacturers are also transitioning to renewable energy sources to power their production facilities, making these diamonds even more eco-conscious.
Furthermore, traceability is a defining advantage. Every lab-grown diamond can be tracked from its creation, offering complete transparency — a growing priority among modern consumers seeking ethical luxury.
Crafting the Future of Jewellery

As consumer awareness grows, lab-grown diamonds are redefining what it means to own something precious. With their scientific precision, sustainable creation, and stunning beauty, they represent the perfect harmony between innovation and artistry.
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