Hyderabad: Amidst much fanfare, South India’s favourite actor, Naga Chaitanya unveiled an unique range of Platinum Men’s jewellery inspired by the international trend of “Bold Minimalism” at the Joyalukkas store in Hyderabad recently.

Naga Chaitanya, looking suave wearing a Platinum bracelet and chain, his two favourite pieces from the new collection was joined by Mr. Rajesh Krishnan (Manager- Retail, Joyalukkas-Indian Operations) and Rajesh Rajendran, Director Trade Marketing and Development, India, Platinum Guild International (PGI) at the launch of this new collection.

The collection that comprises of chains, Kadas and bracelets is inspired by geometrical forms and patterns with a bold interplay of lines, structures and dual tones. Making it surprisingly versatile. Each piece in the collection is crafted keeping in mind the choices of a discerning man like our star Naga Chaitanya.

Speaking at the launch, actor Naga Chaitanya said, “To know platinum is to love platinum. I love the fact that platinum is one of the rarest of all precious metals which makes it exclusive. Moreover the designs from this new collection are bold yet understated, which has always been my personal style”.

His love for platinum came to light at the launch when he showcased his three-favourite platinum looks at the event.

Commenting on the occasion, Rajesh Krishnan (Manager- Retail, Joyalukkas- Indian Operations)said, “We are honoured to have Naga Chaitanya at our store to launch the new Platinum Men’s Jewellery collection. Platinum has gained a lot of popularity among the younger consumer who is more aware of international trends and are seeking modern styles in jewellery.In the recent past we have witnessed an interesting trend of young men choosing Platinum over traditional metals.

Rajesh Rajendran, Director, Trade Development & Management, India, Platinum Guild International (PGI) said, “We are delighted that Naga Chaitanya has embraced Platinum and identifies it as a statement of his individuality. Platinum jewellery for men is a niche yet fast-growing segment. When it comes to precious jewellery, rare and precious platinum feels more substantial to wear. The platinum jewellery market is seeing robust growth and we are very positive about the future in India”.

Naturally white, platinum withstands the rigors of daily wear. In jewellery Platinum is 95% pure giving you more value per piece. One of the rarest precious metals, platinum is highly enduring and resistant.

It is a statement of individuality, integrity and a symbol of love. Platinum is for those who appreciate the highest quality.

Price Range: Men’s platinum jewellery range starts at INR 75,000/- onwards, the cost changes depending on the size, weight of the metal, number and quality of diamonds. (Price subject to vary depending on current metal rate and weight.)