Do you want to be with the times this Valentine’s Day? How about gifting a platinum band to your loved one? You can choose one in a shiny satin or a sand-brushed matt finish from platinum jewellery brand Diti. Or how about Orra’s new Love Link bands for couples? These have links to denote commitment. Or would you rather get the man in your life a trendy platinum bracelet?

Think hip and stylish and you’ll strike platinum. For platinum is emerging as the precious metal of choice for young people. Platinum rings are already big. But also gaining ground are categories like earrings, bracelets and necklaces.

What’s more, men have taken a shine to platinum too. Sikh kadas are a big hit, as are tennis bracelets. Platinum chains and cufflinks are also picking up. Orra recently launched fine Japanese-made chains for men. And Bangalore’s leading jeweller Abaran is launching a men’s platinum jewellery line shortly. “We’re seeing a significant growth in platinum jewellery,” says Platinum Guild International’s (PGI) India manager Vaishali Banerjee.

Orra’s platinum wedding range is doing well this season

PGI has been promoting the metal since 2000. Two years ago, it raised the glitz factor with an aggressive campaign. Now, its “Pure-Rare-Eternal” tagline is finding many takers. Vijay Jain, CEO of leading jewellery brand Orra, says: “We’re seeing a huge jump in platinum. Our same-store platinum jewellery sales doubled in 2010.” “Consumers are asking for platinum today,” asserts Binaisha Zaveri, director, Tribhovandas Bhimji Zaveri (TBZ).

Diti, the retail brand of the 107-year-old diamond jewellery manufacturer Shrenuj & Company, too has expanded its exclusive platinum outlets from 19 in end-2009 to 52 today. And it will add 30 more this year. With platinum jewellery priced from Rs 30,000 to Rs 1 lakh, the brand’s targeting the impulse buyer. Says Hemant Chhabria, head, operations, Diti Jewellery: “We’re seeing platinum demand in smaller centres like Pune and Vishakapatnam too.”

Don’t expect traditional designs in platinum though. Rather, the look is clean and classy with contemporary designs. Diti is even making Indo- European designs. No wonder, it’s a hit with 25-year to 40-year-olds who want lightweight jewellery.

“The young generation feels it’s an exotic metal so it’s experimenting with platinum,” says Vinod Bamalwa of Calcutta’s leading jeweller Nemichand Bamalwa & Sons. Adds Pratap Kamath, CEO, Abaran: “Younger people are looking at platinum as a fashion statement.”

Platinum lends itself to diamonds the most. But designers are crafting pieces to show off this rare metal too.

Indeed, one reason for platinum’s growing popularity is that the price difference with gold has narrowed. Till four years ago, platinum cost twice as much as 24-karat gold. But with gold prices sky-rocketing, platinum, which costs Rs 2,700 per gram today, is about 30 per cent more expensive than gold. Moreover, it offers a higher 95 per cent purity. Banerjee admits : “We’re not competing with gold.”

Abaran’s exquisite pieces do justice to the popular diamond-platinum combination

Rings remain the most sought-after piece of platinum jewellery. These start from about Rs 25,000 for women and Rs 35,000 for men at Orra. Diti has just launched two-toned rings in platinum and gold. Nemichand has platinum rings with a hammered metal finish.

But the biggest surprise is men’s platinum jewellery. “The heft of the metal, its look and its value appeals to men,” feels Banerjee. “Men’s jewellery tends to be simple and functional,” says Bamalwa. At Nemichand, flexible bracelets similar to a Rolex watch-strap are popular. These range from Rs 1.5 lakh to Rs 5 lakh. “We sell more bracelets to men than to women,” says Bamalwa. At TBZ, link bracelets are a hit.

Link bracelets from Tribhovandas Bhimji Zaveri are popular with men pix by Gajanan Dudhalkar

Regional differences are emerging too. In the south, women are graduating from dainty chains and pendants to delicate platinum necklaces. In Delhi, platinum and solitaires are a favourite. Women are also snapping up oval bangles. In earrings, look out for hoops and danglers, priced from Rs 15,000 to Rs 75,000 at Orra. “But they’re elegant rather than elaborate,” says Jain.

Model: Pratapaditya A model flaunts accessories like cuff-links, a bracelet and a finger ring from the platinum line for men by Nemichand Bamalwa & Sons

The metal’s appeal is not restricted to fashion jewellery either. The premium end knows its value too. Remember, Cartier made platinum jewellery for Indian royalty including its famed necklace for the Maharaja of Patiala.

“Calcutta’s seeing a revival in wedding platinum jewellery,” says Bamalwa. Nemichand is even innovating with the metal. For instance, it custom-made a platinum case for an asthma inhaler.

Orra too received orders for platinum wedding jewellery this season. “We should see meaningful growth in platinum for bridal wear in 2011-12,” says Jain. Clearly, the shine’s only starting to spread on this precious metal.