The average Indian woman has broken free from her traditional typecast and is all set to don a new mantle. As women power asserts itself in all spheres—from corporate boardrooms to panchayat offices—change becomes the new watchword. Change in attitude, status and, last but not the least, in lifestyle. Heavy drapes give way to sleek corporate outfits, thickset gold jewellery discreetly makes space for elegant, contemporary platinum. As more and more people worldwide embrace this white metal, platinum clearly becomes the object of envy for the new-age woman.

"Pure, rare and eternal", as tagged by The Platinum Guild of India, platinum is the most expensive, elite and sought-after metal. After having captured the imagination of the western clientele, platinum is now set to take the Indian market by storm. From supermodels to CEOs, all sport the pure luminous look with a platinum band, studs with pendants, bracelets or earrings. Jewellers all over the country report a 20–30 per cent hike in demand for platinum jewellery every year.

Bangalore being one of the trendiest cities in the country has embraced the platinum craze with open wallets. Working women opt for the elegant everyday-wear pieces, the young to-be-weds flash solitaire platinum rings and the newly-weds seal their marriage vows with a platinum band instead of the traditional gold ring.

Jewellers have introduced lines of platinum jewellery to cater to the demand for this precious metal. Almost all the pieces are minimal, contemporary and simple in their elegance as opposed to the regular flashy or chunky gold jewellery. Tanishq has brought out its Aqua range which comprises diamonds set in platinum. Orra, expert in diamond jewellery, also has a large part of its collection in platinum. The De Beers showroom is a lure to perfection. Their collection of diamond and platinum jewellery will have you fiddle with your purse strings.

Traditional jewellers in the city like Malabar Gold, C Krishnaiah Chetty & Sons , Chettupuzha Alice Jewellery, Ganjam, Zaveri Brothers and Kirtilal Kalidas & Co. also house platinum collections. Theirs include everything from wedding jewellery in platinum to simple pieces without diamonds or stones.

So go ahead, pamper yourself with a beautifully crafted piece from this white metal.