Platinum Guild International and Jos Alukkas today launched the platinum jewellery season’s collection targeting the youth.

The jewellery collection was launched at Jos Alukkas store in Hyderabad by South Indian actress and model Nayanthara.

John Alukkas, Managing Director of jewellery retail chian Jos Alukkas, said: “There has been a surge in platinum demand over the years and more youngsters are opting for classy platinum range. As a precious metal, platinum is eternal, thus making it the perfect choice for expression of love.’’

Jos Alukkas, which has significant presence in the south with a chain of 26 stores, is planning to add few more stores in the next two years, mostly in the Southern states.

Of this, four more stores are planned in Andhra Pradesh. It is looking at setting up its first store in the west beginning with Pune.

Nayanthara said: “I personally prefer to wear platinum jewellery which is light and yet attractive. I do not like to wear heavy jewellery which many people deck up with. Platinum jewellery designs are subtle and elegant.’’

The platinum jewellery range starts from Rs 10,000 and a platinum pendant set collection starts from Rs 30,000. Platinum ring collection set starts from Rs 15,000.

Karen Zaveri of Platinum Guild India said that the subtle understated and yet innovative jewellery is getting popular among youth who prefer to wear light jewellery made out of platinum.

(This article was published on December 5, 2012)
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