JB Insights
Platinum’s rarity, durability, and natural white lustre make it perfect for creating high-end jewellery that stands out from traditional gold offerings: Vijay Pokharna

Vijay Pokharna, Co-Founder and Chairman-Pure Platinum Jewellery Pvt Ltd spoke to JEWELBUZZ on platinum’s untapped potential, marketing and branding strategies, the design philosophy and a host of other issues.
Why did you choose the platinum segment?
We chose platinum because of its unique properties and untapped potential in the Indian market. Platinum’s rarity, durability, and natural white lustre make it perfect for creating high-end jewellery that stands out from traditional gold offerings.
What is your strategy to position platinum as a symbol of love, elegance, and grace?
Our strategy involves creating compelling narratives around our designs, emphasizing platinum’s purity and rarity. We collaborate with influencers and celebrities to showcase platinum as a modern, sophisticated choice. Our marketing campaigns focus on emotional connections, positioning platinum jewellery as heirloom pieces that symbolize enduring love and timeless elegance.


What challenges do you face in positioning and marketing platinum jewelry in India?
Key challenges include:
– Educating consumers about platinum’s value compared to gold
– Overcoming traditional preferences for gold in Indian culture
– Addressing the higher price point of platinum
– Developing a wide retail network for platinum jewellery
Who is your target audience?
Our primary target audience is wholesalers and jewellery retailers in the B2B sector. We focus on partnering with businesses that cater to affluent, style-conscious consumers aged 25-45 in urban areas. While we operate in the B2B space, we also strive to create brand awareness among end consumers. Our goal is for customers to recognize Pure Platinum as a mark of quality and innovation in platinum jewellery, even as they purchase through our retail partners. This dual approach ensures that both our direct business clients and their customers understand the value and prestige associated with Pure Platinum products.
What awareness and promotion initiatives are you working on with PGI?
We’re collaborating with PGI on:
– Joint digital marketing campaigns
– Retail staff training programs
– Consumer education initiatives
– Co-sponsored events showcasing platinum jewelry


Please provide details on your product lines at PURE PLATINUM
Our main product lines include:
– Bridal Collection: Engagement rings and wedding bands
– Contemporary Collection: Modern, minimalist designs
– Classic Collection: Timeless pieces for everyday wear
– Men’s Collection: Masculine designs in platinum
– Bespoke Service: Custom-designed pieces for individual clients
Highlight some of your special, premium collections?
Our “Platinum Elite” collection features rare, large diamonds set in intricate platinum designs. The “Platinum Heritage” line incorporates traditional Indian motifs with contemporary platinum craftsmanship.
Tell us about your design team and philosophy.
Our design team consists of international and Indian designers, bringing a global perspective to our creations. Our philosophy centres on blending timeless elegance with contemporary trends, always prioritizing craftsmanship and ethical sourcing.
Provide details on your sales and distribution operations?
We operate through a network of exclusive boutiques in major Indian cities and partnerships with high-end jewellery retailers. We also have an e-commerce platform for direct sales and collaborations with luxury online marketplaces.


What are your future plans for expansion and new product lines?
We’re planning to:
– Expand our retail presence to tier-2 cities
– Launch a new line of platinum-based watches
– Develop a collection of platinum home decor items
– Explore international markets, starting with the Middle East and Southeast Asia
JB Insights
Gifting That Lasts – How Gold and Silver Coins Bridge Heritage and Modern Life
Ketan Kothari , Director of Augmont
Most people think of gifting gold and silver as a nod to nostalgia. In reality, it’s one of the few traditions that has outperformed every modern “smart” gift you can name. Long before fintech apps and inflation charts, Indian households treated these metals as portable wealth, a hedge against uncertainty, and a quiet transfer of wisdom from one generation to the next. That logic has not aged a day; rather, it remains even more relevant in a world where assets can be compromised with a password reset.

What has changed is the way these coins look and live in our lives. Classic Lakshmi – Ganesh motifs now share space with clean, contemporary designs that feel at home in a digital world. The modern take on it makes each piece both timeless and current. Every coin carries its own story, turning family milestones into tangible memories while steadily gaining value as gold and silver prices continue to climb year after year. It is beauty and intrinsic value in one small disc. It is a heritage you can hold, and an investment built to last across generations.
Augmont brings this legacy to life with coins that pair high purity with artistry that honors tradition while embracing today’s aesthetic, offering a gift as enduring as the heritage it represents.


Why Choose Augmont Coins?
1. A Range That Resonates
From divine Lakshmi–Ganesh motifs to limited editions and unique designs in 24K and 22K gold and silver, Augmont offers a variety that suits every occasion. Each coin is crafted to celebrate moments that matter, whether personal milestones or festive rituals.
2. Stories Encased in Metal
These coins carry meaning at multiple levels. Many are tied to festivals, family traditions, or commemorative events, reimagining each piece as a memory that endures alongside its value.
3. Quality That Lasts Generations
Augmont coins are designed with precision and aim to withstand time. Their enduring craftsmanship ensures they remain beautiful keepsakes, ready to be passed down as family heirlooms while preserving their shine and value.
4. Trust You Can Hold
Every coin comes with 999 purity, BIS-certified refinery credentials, and secure packaging. Rigorous minting checks and transparent authenticity measures make each coin a reliable investment as well as a meaningful gift.
5. Versatility Across Life and Legacy
Whether it’s for a festival, a milestone, a special reward, or just a smart personal investment, Augmont coins fit naturally into the moment, carrying both meaning and value without ever feeling out of place.
6. A Legacy of Trust
Trusted by thousands of jewellers and millions of users across the country, Augmont coins have become a choice people rely on, not just for their value, but for the assurance they carry.
How Tradition Meets Technology
1. Timed for Auspicious Moments
Gold and silver coins remain the benchmark for occasions like Diwali, Akshaya Tritiya, and other auspicious events. With digital and quick-commerce platforms, these timeless gifts can now be bought and gifted instantly, without compromising the ritual.
2. Convenience Of Payment
UPI-enabled transactions bring efficiency without losing the emotional value of gifting.
3. A Platform Built for Today
Platforms like Augmont make it easy to combine tradition with today’s convenience, whether it’s setting up Gold/Silver SIPs, picking Gold/Silver coins online, storing them securely, or redeeming as per convenience. The old and the new come together without missing a beat.
Gold and silver coins have a way of staying with us long after the festival. They become part of the stories families live and share. A coin given at Diwali, added to a wedding trousseau, or exchanged to mark a milestone, holds memories, celebrates relationships, and marks achievements. Over the years, these coins carry the weight of tradition, the joy of moments lived, and the reassurance of foresight. By bringing the past into the present, they turn every gift into something personal, lasting, and truly memorable.
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