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