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(u-s:b /Platin gilde International) Elegance is in the air: far from superficial glamour a new style is developing mixing romantic nostalgia with casual grace. This is particularly true in fashion. Black is back dominating the scene beating back other colours, with new interpretations of monochrome in the most delicate patterns. The emphasis is on stylish cuts, luxurious materials and classic silhouettes. They all have one thing in common: a perfect message. Of course jewellery is at the forefront of this new movement. It highlights individuality and is the perfect expression of individual style. The protagonist in this case is platinum – the perfect example of a return to true values.

CHINA

China continues to top the league table in platinum demand. With its unique appearance, platinum has become the consumer’s first choice for jewellery purchases. Its natural colour, unique characteristics, rarity, purity and preciousness make it desirable to a broad section of the community.

Simple and elegant
Simple and elegant exquisite designs are popular, be it necklaces, rings or pendants. Soft, subtile and smooth curves, bright and vivid lines, contrasting dark and light are integrated to give off individualized touches; while remaining classical and radiating nobleness, perfectly represented by PGI Chinas “My Platinum” collection. However, as the market develops, an increasing numbers of consumers are looking for more dynamic, aspirational and unique designs.

Platinum’s image spokesperson Maggie Cheung, a Hong Kong based international movie star, is believed to epitomize platinum’s elegance. Maggie has a unique intellectual beauty, rare glamour, and a spontaneous inherent temperament; her image perfectly compliments the jewellery while her classic smile has become the symbol of platinum.

Platinum has become the precious metal of choice for young urban women in China. Consumers are no longer satisfied with just one piece but have started to build platinum jewellery collections.

Bridal
Increasingly platinum is becoming the bridal metal of choice. A large proportion of recently married young people now own a platinum ring.

Most young couples are buying diamond-set platinum engagement rings and plain platinum wedding bands which they then incorporate into their everyday wardrobe.

Match with diamond – the best for the best
Consumers recognize platinum’s compatibility with all gems, particularly diamonds. When set in platinum the diamond shines even more brilliantly. Consumers think diamonds and platinum are the perfect match.

Price – not the big obstacle
Importantly price is not the main consideration for consumers when buying platinum jewellery. With their newly acquired platinum knowledge they would like to see a wider range of platinum jewellery designs and would be willing to be pay for this.

Pt mark
Consumers are increasingly aware of both the “Pt” mark (the symbol of platinum) and the need to look for this mark when buying platinum jewellery. In fact they positively embrace the system for its simplicity and credibility.

As people’s standard of living continues to rise, the role of jewellery in China is changing. It is no longer purely seen as a store of value but increasingly perceived as a way of expressing ones individuality.

GERMANY

The desire for value and authenticity
The current style has been interpreted in several ways. For example, the concept of classic elegance has been re-defined. For some time an aura of chilliness surrounded platinum, this has now being replaced by softer shapes. Man’s desire for naturalness and warmth finds its fulfilment in these designs, which combine accents with a soft look. Modernity, which in the past was often characterised by awkward lines, has been transformed into organically shaped surfaces – a trend which is also reflected in the jewel

In the current collections soft shapes dominate, often emphasised by diamonds or large coloured stones. The partner of choice is platinum, which compliments the desire for value and authenticity. Platinum is the most precious of all jewellery metals: it is rare and only appears in certain places in the world where it must be excavated from the deepest depths before it can be extracted from ore by means of complicated procedures. However, once extracted it shines with a unique beauty because no other metal naturally has anywhere near so valuable and moon-white a glow as platinum.
Together with precious stones platinum stands for the joy of discreet luxury. Above all, the sparkling of the diamonds captivates new powers of temptation. Preferably worn in the classic style, a solitaire, unconventional versions made of platinum and innovative designs give the diamonds a new expression. In stately sizes coloured stones create a whole new world and remind us of their origins. The dominating colours are determined by a soft naturalness – a trend that especially corresponds to the aquamarine with its clear, light blue. Besides that strong tones are asserting themselves, such as warm, deep red or self-confident, radiant orange.
Whether it be a diamond solitaire or a profound coloured stone - their sparkle needs space. Therefore large formats are particularly popular at the moment. In particular large rings with broad ring edges are the trend and compliment each gesture meaningfully.

Luxury is defined through inner values
A further variety of the new elegance is a tendency to understatement: luxury is defined through inner values and not through superficial glamour. The creative quality and the precious nature of the materials are moving to the forefront. An expression of this trend is platinum: it places high demands on technical skills and requires a great aptitude when processing. At the same time it is the purest of all jewellery metals: platinum is predominantly processed with a millesimal fineness of 950/000. This means that of 1000 grams of jewellery metal 950 grams are platinum. Therefore an item of platinum jewellery is white through and through. Its discreet gleam, however, only reveals its preciousness to those in the know. This also applies to hidden details in new items of jewellery: diamonds sparkle secretly – inconspicuously composed alongside rings, on the inner side of the hand or even in the inside of the ring edge. Such luxurious details create a special bond to an item of jewellery: an intimate knowledge of a secret that only the wearer knows.
Nostalgia and naturalness are two other variations of the new elegance. Whilst the vintage style appeals in exclusive reflection, a simple romanticism expresses itself in flowing textiles and soft materials such as tender suede and velour leather. These styles are supplemented with dainty jewellery in soft colours. Above all brooches with figurative motifs have remained a significant topic since their rediscovery last season.

Platinum for men
The new elegance also includes men’s fashion: the strong sex is once again placing its bets on the attributes of discreet classic manliness. A truth that is also applicable here is: the higher the quality, the better. The classic items of jewellery for men - signet rings and cufflinks – are therefore now preferably appearing in platinum. And even watches are being given a platinum coat as a perfect counterpart to sophisticated mechanical clockwork mechanisms.

INDIA

Emphasis is more on wearable jewellery and fusion designs. The white metals manage to combine the two and are becoming increasingly popular with the Indian consumer. The consumer is also experimenting with texture in metals: from granulation, brush and satin-matte to diamond-cut, filigree and a combination of finishes.

Two strong trends prevail in jewellery designs – one that remains traditionally heavy and elaborate for weddings and traditional occasions and a newer, more contemporary look with simple, elegant and very wearable designs.

Correspondingly, the platinum designs currently available in the market are made with clean, elegant lines. This is unlike the filigree or ornate designs that are traditionally gold area.
The majority of the platinum jewellery is studded, mostly with diamonds. Plain platinum sells in chains or bands. Additionally, in the south Indian market, fusion designs (Indian and Western) are very popular.

The international fascination for coloured stones is not yet reflected in the Indian market. Semi precious coloured stones are mostly set in silver and not in what the Indian consumer sees as precious metals i.e. gold and platinum.

ITALY

“Opposites” could be the key word to define Italian jewellery design trends for 2003. Every style seems to be confronted – both in jewellery stores and at publicity level – by its very opposite. An apparent contradiction which finds its “raison d’être” in the fact that jewellery is more and more an element of self-expression and 2003 women love classic styles from one side to is opposite. And platinum jewellery perfectly reflects this situation.

Colour vs. monochromatic
This is by far the most evident contradiction: Precious and semi-precious colour stones switch the light on rings, pendants and bracelets with a variety of stones perfectly highlighted by the shining luminosity of platinum.

At the same time the combination of platinum and diamonds continues to dominate the everlasting perfection of “classics”, such as engagement and anniversary rings, wedding bands and line bracelets.

Bold vs. minimalism
Volumes and fluid designs are back. Light earrings and décor necklaces bring fantasy to the forefront of the jewellery scene, especially for summer wear. And platinum designers take on the challenge developing new manufacturing techniques which allow bold and creative pieces to be enjoyed by the happy fashion victims.
At the same time, young consumers continue to prefer wearable and affordable pieces, such as hoop earrings and heart pendants, where the preciousness of platinum add that extra touch of uniqueness to jewellery which is suitable for all times and occasions.

Classic vs. modernity
These two opposite trends happily coexist in jewellery shops and in consumers’ mind. Jewels meant to be worn forever or those bought on impulse for self-gratification easily find their way to the same woman. Platinum fits both trends. The ideal metal to enhance the moment on those important gift-giving occasions in life, it is also perfectly fits modern and avant-guarde designs: a dual role and a capacity to adapt to every style and occasion makes platinum the metal of the future.

JAPAN

Platinum jewellery is a type of Japanese jewellery that has a unique history remaining outside the sphere of fashion trends for a long time. However along with overseas brands which have become popular during the past several years, jewellery has become a major fashion item. In particular, the volume of articles on jewellery appearing in women’s fashion magazines has increased rapidly and now jewellery is set to graduate from an accessory to a star fashion item.

Conspicuous jewellery has brought changes in the way people co-ordinate jewellery and fashion items. Recently, the popularity of the simple, minimalist style which emphasised “eliminating excess as much as possible” has shifted to co-ordination by “adding” which involves wearing jewellery items in layers. Following this trend, items have become more versatile, for example, a necklace can be varying lengths or thickness and be worn in a number of ways.

However decorative aspects have also changed becoming more chic and refined this year. Platinum’s image of quality and genuineness has helped to improve the consumers dress style.
In the instability of Japan today, platinum jewellery’s high added value and timelessness gives the wearer confidence and happiness. In the future, it will increasingly appeal to consumers who place increasing emphasis on value and who no longer make purchases based on price alone.

Happy motif
The popularity of motif jewellery which began to last year is perfectly illustrated by the cross boom. This year the trend has extended to include “lucky motifs” and “happy motifs” such as a four-leaf clover’s and horseshoes. Platinum is wonderful for “happy motif” jewellery with timeless qualities which can charm you for many years, and differs from motif jewellery items which are merely fashion pieces.

Jewellery worn around the head and neck
Today it is important how a person is seen by others or how one can express oneself. Personal adornments for the face, neck and breast are attracting more and more attention. These items are not limited to single strand necklaces. Multistrand chains or ones similar to lace which create volume are the order of the day. In addition they are getting longer such as lariats, Y-shape or T-shapes chain which can be varied by changing the way they are tied..
Wearing a pendant and a chain together is gaining prominence. Again multi-layering is popular adding a cross pendant and a pendant with an initial letter together or hanging multiple charms on a single chain.

Delicate designs of elaborate workmanship
In Japan, Gothic-style accessories have become mainstream. Jewellery with elaborate workmanship or a handmade finish is attracting attention. This trend will continue this year. Especially among heavy owners, antique-style platinum jewellery of delicate workmanship is popular.

USA

The Platinum Wedding
Platinum engagement rings, wedding bands and accessories remain the number one choice in bridal jewelry.

Delicate platinum designs, romantic details, traditional and modern designs, and platinum and rubber designs are among the hottest trends in platinum bridal jewellry. Platinum wedding bands enhanced with custom, hand-carved designs, filigree and inset stones. They are also enhanced with romantic touches such as engraved initials and symbols, pavé-set stones and woven details. For men, platinum bands run the gamut, from skinny to chunky, from brushed to smooth finishes, and from clean and simple to bands that are embellished with small diamonds or black rubber.

On the engagement ring front, platinum finds its perfect pair in fancy-coloured diamonds and gem stones. This year, stones in soft pinks, yellows and baby blues, as well as rich reds, deep greens and royal blues are in vogue. Three-stone engagement and anniversary bands set in platinum remain coveted items.

Top designers are also featuring an array of platinum accessories to complement the wedding ensemble, including beautiful platinum necklaces, bracelets, earrings, pendants, tiaras, cufflinks and studs.

The Proper Pearl
Luxurious Tahitian and South Sea pearls are brought to life when set in platinum and surrounded by diamonds. Strands and strands of rare white, pink and black pearls are fastened with significant platinum clasps. Oversized pearl studs with tiny diamonds set in platinum and over-the-top pearl, diamond and platinum rings are a must have.

Platinum’s Natural Selection
Platinum remains the metal of choice for the continuing trend in nature inspired designs. Diamonds, semi-precious stones and pearls become the center pieces of delicate flowers, leaves, branches, birds, butterflies and ladybugs created in platinum. From wedding bands to fashion accessories, the world’s most influential jewellery designers are accompanying the beauty of the outdoors with nature’s most precious metal, platinum.

Vintage Platinum
The demand for vintage-inspired platinum jewellery continues to grow. From Edwardian-inspired designs to sleek Art Deco looks, designers are creating unique and contemporary interpretations of these worldly classics. Whether the “Real McCoy”, or a modern interpretation, platinum and vintage-inspired designs go hand-in-hand.

Personalized Platinum
With engagements, weddings and commitments on the rise, gifts of platinum are quickly becoming an enduring trend. Rare and naturally strong, platinum is a symbol of everlasting love. Today’s couples are celebrating their relationship with custom platinum pieces. Engraved terms of endearment, symbols of life and love are among the most popular items.

Platinum Pendants
Hearts, crosses, circles and ovals are popular this year. A platinum cross on a platinum chain can be worn for everyday casual, or a platinum and diamond circle pendant can be threaded through a platinum chain for a sophisticated glamorous look. And the platinum
heart pendant continues to be a classic as designers interpret this symbol of love and appreciation in different ways by incorporating diamonds and coloured gemstone.

For the Man
Platinum and rubber bands combine classic design with a fashion twist. Various finishes also making strong statements, mixing high shined platinum with brushed platinum or hammered platinum for instance. Small white or black diamonds add just a hint of sparkle without being flashy. While platinum cufflinks flashed on a French cuff can help add a sophisticated finish to most any suit. Link platinum bracelets are becoming increasingly popular as well as platinum cuff bracelets that incorporate a masculine look.

Autor:  http://www.platinum-weddingring.com
Platin gilde International 

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