Platinum finds a place in the hearts of those with deep pockets.

Jamshedpur, Sept. 26: One may be passionate about diamonds but for the well-heeled platinum is the object of desire this season.

?Since platinum makes for one of the costliest pieces of jewellery, people are apprehensive of buying them. Most customers buying platinum jewellery come for simple pieces like a ring with a small diamond stud or a pair of ear-tops, starting from Rs 7,000. But the trend is catching up and city residents feel Durga Puja is the right time to buy one,? said Verma of Kuldeep sons & Jewellers.

Those who can shell out more have the option to choose from the expensive larger pendants or made-to-order bracelets. ?Thin chains are available but necklaces are not yet in demand. Customers can also choose from the designs available in gold and diamond to replicate it in platinum. Options are available in plenty ? from diamond studded to other semi-precious stones ? the objects of desire are within reach of the customer,? he said. Though the city jewellers know that a shift from gold to diamonds and platinum will take some time, they have begun to lure the younger generation with sleek ornaments.

?Customers are going for diamonds because wearing a 22 carat gold ornament is not a feasible option for working women and anything less than that looks like an imitation. However, the older generation still vouches for gold and they feel incomplete without it. And this time we have introduced typical Bengali ornaments in gold,? said Aviral Agarwal of Tanishq showroom.

From Baotis (heavy bracelet) to chur (bangles), everything is available in gold.

The glittering gold pieces may be popular among some women, while others, keeping with the latest in fashion, prefer the matt finish.

?Gold in matt finish and white rhodium are in great demand during the pujas. The demand for diamonds increases during Diwali. As of now, it is more of Italian jewellery and lightweight fancy ornaments that lure clients,? said Manoj Adeshra, Vadilal Maganlal jewellers.

?Gold remains an all-time favourite. Especially with white gold, ladies have the choice of getting the white coat out after six months or whenever they feel that gold is back in vogue,? said Mayur Vagadia, Dwarka Jewellers.

For men, from Omega watches to Cartier pens, everything will be available this puja.

?Kuldeep sons and Jewellers plan to launch four international range of watches this season,? said Verma.