Senco Gold & Diamonds introduces a platinum jewellery collection for men

In collaboration with Platinum Guild International (PGI), the Kolkata-based jewellery house has introduced a specially-curated platinum based collection styled for men. 

The collection of chains and bracelets has been designed keeping the latest trend of 'bold minimalism' in mind, the jewellery house said.

A precious metal, platinum has a high lustre and remains untarnished. It’s 30 times rarer than gold.

It is a statement of the individuality for those who appreciate the highest quality of the metal, a thought that was succinctly put into words by none other than India's ace tennis star and Olympian Leander Paes, who recently unveiled the collection at an event in Kolkata.

“The unmatched purity and strength of platinum has always charmed me. The platinum is such a unique metal that the density of this metal is more than silver and gold. It appeals to my senses of practicality as the metal withstands the rigours of the daily wear, lasting a lifetime,” he said.

This new range for men  features minimalistic pieces inspired by the geometrical forms and pattern, with  a bold interplay of lines and structures.

A combination of matte and satin finishes adds character to this collection.

Each piece in the collection is crafted keeping in mind the discerning urban man, said the jewellery house.

Suvankar Sen, Executive Director, Senco Gold & Diamonds, said, “Platinum as a metal is distinctive and has a refined charm that prefers when it comes to jewellery.” 

Rajesh Rajendra, Director, Trade Marketing and Development, Platinum Guild International (PGI), said, “Platinum has gained a lot of popularity among the young consumers who are more aware of the international trends and will to try out newer options.”

The new collection starts at Rs 75,000, with cost depending on the size, weight of the metal, number and quality of diamonds.

(Reporting by Camellia Chatterjee. Images By- Souvik Das/IBNS