MUMBAI, April 29, 2014 /PRNewswire/ --
Worldwide Leader in Trend Forecasting WGSN Provides Design Direction for Platinum Jewellery
Eternal platinum jewellery has paved its way into the jewellery boxes of consumers, while ensuring to match the desire for modern designs via evolving existing collections and adapting trends which influence the design direction adopted in India.
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Commenting on the WGSN (Worth Global Style Network Limited) design trend report, Vaishali Banerjee, Country Manager India, Platinum Guild International said, "The findings of the WGSN report serves as a creative tool and presents contextual recommendations for the development of platinum designs based on globally established trend structures. The focus is currently on early adopters who are driving change and will permeate to a larger audience via trendsetting platinum designs that consumers desire. We aim to demonstrate the value of design futures to the platinum industry."
Consumer Tribe - Post Urbanites: WGSN demarcated consumer tribes and then aligned the key aesthetic direction for each of them for platinum jewellery. Post Urbanites is a consumer tribe defined as a set of people who are seeking a balance between tradition and modernity. They are looking at technology as a means to connect more to the surroundings. The objects associated with this tribe encourage contemplation and emotional response. Looking deep, focusing on the moment and a sense of humanism form the basis of this direction. Consumers are also talking about mindful living and single-tasking, the Zen-like, almost spiritual ability to concentrate on one thing at a time.
Key Aesthetic Direction - Luxury Archaeology: Sourcing influences of inspiration which are aesthetically viable, designers to cultural theorists to philosophers are advocating revolutionary ways to re-imagine civilization in the modern world. Luxury Archaeology embraces the natural and textural themes:
Design Expert's Take
Annaloucah, award winning London based designer says, "To me, 'Luxury Archaeology' speaks the truth of future platinum applications as it is philosophically in tune with the metals unique properties. As we become an increasingly future-looking planet, we are seeking more subtle ways of referencing our own cultures and heritage. Whether it is through personal mythology, relic or heirloom - we desire a way of saying, 'Yes I began over there and am proud of that but I've come all this way to meet you and hope we can share the rest of the journey together'."
"Platinum's natural white colouration, its unique density and intrinsic strength, positively radiates authenticity and elemental purity. Intrigue can be added by leaving a mark from the makers' hand on the metal - implying a timeless connection. A platinum piece hints at an eternal quality and is an ideal portrayal of our modern modesty to the global audience," adds Annaloucah.
Gunjan Suri, Head Designer, Shrenuj & Co., a leading designer of platinum jewellery, says, "Design trends sum up the concepts utilised to demonstrate detailing and enhance a jewellery piece. Today, consumers are moving towards sentimental and personalised jewellery. The more discreet, everyday pieces of jewellery that often hold a personal value and promote a feeling of understated sophistication. Platinum's eternal forms of expression encapsulate the endearing emotion of endless love with the Platinum Love Bands range by integrating wondrous themes - 'Infinity Symbols', 'Endless Love Knots' and 'Duo Bands' concepts."
Design Hooks Adapted From the Trend - Luxury Archaeology
Sliced - Layers of contrasting colours and textures are revealed in cross-sections, and surfaces are etched or embossed with contours inspired by natural geological forms.
Organic - Platinum has the ability to be intuitively modelled into fluid forms.
Liquid Reflections - Liquid mercury effects are captured in highly polished platinum but despite these high shine, watery finishes surfaces have a crinkled and hammered texture.
Micro-Texture - Platinum is embossed with fine textures and handmade irregularity directs surface or pattern detail.
Ultra Delicate - Precious and personal, the trend for minuscule jewellery continues. Super-fine, delicate and ultra craftsmanship; may include super-small precious stones for an heirloom feel.
Symbolic - Family crests, heroic symbols, mythological icons and fantastical beasts feature on contemporary platinum pieces all inspired by ancient relics from this, or a fantasy world.
About Platinum Guild International:
Founded in the year 1975, Platinum Guild International (PGI) is dedicated to promoting platinum jewellery to the consumers and the jewellery trade worldwide. Headquartered in London, PGI has been providing support to the world's major jewellery markets for over 35 years. The India office was set up in September 2000 and runs a comprehensive marketing programme to build desire for platinum jewellery in India. Also, it provides platinum Retail Sales Training and conducts a unique Quality Assurance programme to ensure quality and purity of platinum jewellery amongst consumers and trade.
Media Contact: Divya Dulani, [email protected], 022-6682-3333, Actimedia
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