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Charming film actress and model Genelia D’Souza unveiled a new range of precious and rare platinum jewellery at Joyalukkas in Chennai. The dainty new platinum collection has been specifically crafted keeping the contemporary Indian woman in mind who prefers delicate yet precious jewellery for everyday wear.
The rarest of metals, platinum has been coveted by discerning women for centuries. Found in very few places around the world, platinum is 30 times rarer than gold. It is this rarity that makes platinum exclusive and distinctive.
Describing the platinum collection Genelia said, “Platinum jewellery is the choice of today’s woman because of their subtle yet intricate and elegant designs, fulfilling the emotion of making one feel truly special. I love the idea of wearing delicate and precious platinum jewellery that sets me apart and is a reflection of my personal style. This collection is a beautiful expression of feminine glory and an answer to donning on precious jewellery for everyday wear that will make heads turn.”
Talking at the launch Joyalukkas Jewellery MD Joy Alukkas said, “The women of today are aware, better informed and thus choose platinum for its inherent qualities of being one of the most precious and rare metals.”
The collection includes unique designs of pendants, earrings and rings in myriad designs. “The demand for platinum jewellery at my store has seen a sharp growth over the past years. The naturally white metal looks brilliant when diamonds are set in platinum,” he said.
From beautiful pendants to elegant necklaces inspired by floral and timeless Indian motifs and spirituality, the collection pays homage to the strength that comes with being a woman. It is perfect for a boardroom meeting, a friend’s birthday, a relaxed Sunday brunch with family or a special date with your loved one and can be carried off in style with both western and traditional attire.
Platinum jewellery is as close as you can get to absolute purity as every piece is 95 per cent pure, compared to 18k gold, which is 75 per cent pure. Moreover, platinum will never fade nor tarnish; it will retain its white colour for life.
The new range starts from Rs 9,000.
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