PLATINUM - THE CHOICE OF DISCERNING MEN
Enigmatic Irrfan Khan Chooses Platinum and Unveils Abaran’s Season’s Collection of Platinum Jewellery for Men
- Naturally white platinum is the perfect reflection of the man who knows his mettle -
Bengaluru, 27th June, 2014: Platinum –an amalgamation of style and self-confidence is the perfect choice of jewellery for the man looking for understated elegance, sophistication and classy designs. Through the ages, the most discerning of men have preferred eternal platinum when it comes to their jewellery and the talented and versatile actor Irrfan Khan too chooses platinum for the metal’s timeless values. The award winning actor spoke of his fascination for the naturally white metal and unveiled the Abaran’s new season’s collection in Bengaluru along with Mr. Pratap Kamath MD, Abaran.
Catering to the ever growing demand of platinum jewellery in Bengaluru, Abaran a brand synonymous with timeless jewellery launched new platinum jewellery range for men, complete with stylish bracelets, rings in classic designs to substantive and striking chains. The platinum design themes are based on the trends forecasted by WGSN, a worldwide leader in design trends. The design hooks - futuristic, modern and brave new shapes, structural and engineered designs, which stand the test of time have been captured basis the key aesthetic direction of ‘Digital Fantasy’. Each piece in the collection highlights the texture and glory of platinum - matt and satin combination finishes and designs like dual finish knots or box links have been crafted keeping in mind the discerning urban man.
Born in a Nawab family himself, the gifted ‘Sahabzade Irrfan Ali Khan’ considers platinum to be the perfect choice and expression of his style. “Platinum the noble metal is unpretentious and a guarantee of unmatched purity. Naturally white, it looks good without making too much of a noise. I like the look, the feel and the subtlety of the metal. To me it is a statement of individuality. Also I don’t have to be careful or restrict my activities while wearing a platinum ring or bracelet as its durability and unchanging quality ensures that it will last a lifetime of wear or maybe more. Abaran has some spectacular designs in the metal that is to a connoisseur’s delight.” said the “Padma Shri”, winning actor.
Addressing the media, Pratap Kamat, Director, Abaran Jewels said, “It is great to see the interest amongst men for platinum jewellery growing. Platinum as a metal is distinctive and has a refined charm that men prefer when it comes to jewellery. The collection launched today includes a wide variety of rings, chains and bracelets and we are very positive about the growth in this segment. We are honored to host Mr. Irrfan Khan and privileged to have him launch the latest platinum men’s collection at our store. Men like him are rare and evergreen, just like the metal platinum and are trendsetters for today’s generation.”
Platinum appeals to the man’s sense of practicality as the metal withstand the rigors of daily wear. It does not wear away and does not fade or tarnish over time. It is a highly precious and valuable metal and therefore satisfies the price and value consideration as platinum offers the wearer exclusivity.
Platinum is a naturally occurring eternal white metal and an expression of integrity. It is about 11% more dense than gold and weighs a little more than 1330 pounds per cubic foot, which is about half a ton! That means a six inch cube of this metal weighs about as much than the average man.
In order to assure consumers of the purity of platinum jewellery, Platinum Guild India Pvt. Ltd. has appointed Underwriters Laboratories (UL Inc, USA) to audit and monitor its Quality Assurance Scheme. Under this scheme, all authentic platinum jewellery in India comes with a Quality Assurance Card and bears the purity hallmark of “Pt 950” stamped inside the piece. This also serves as an assurance of a ‘buy back’ programme.
Established in 1935 by B. Sadananda Kamath, Abaran is still synonymous with timeless shine in jewellery. The Abaran flagship store in Bangalore truly represents the exquisite beauty of its jewellery. Spread over 20,000 Sqft the store is the epitome of exclusive design and heartfelt customer care. The second store, in the heart of the city, is spread across 8000 sqft and possesses a fantastic ambience that is perfect for a complete family shopping experience. With dedicated floors and sections for different kinds of jewellery, it has clearly been designed for the most discerning customer. Currently managed by Pratap Kamath, Abaran has positioned itself as one of the finest jewellery houses in the Country.
Accolades and Awards
Abaran is the first ISO 9001 certified Jewellery house in Karnataka. The brand was the first one to partner with ForeverMark DeBeers in India, in January 2011. The brand has won many prestigious awards. For three consecutive years in 2005, 2006 & 2007, Abaran has received the award for the Best Diamond Showroom by De Beers. Additionally the brand was bestowed with the award of Best Diamond Product Innovation & Marketing by De Beers in the year 2007.
The Platinum Guild International recognized Abaran’s Flagship store as the Best Showroom for customer interaction and services in the year 2008. At The National Jewellery Awards in 2011, Abaran received an award for Best Design. At the Retail Jewellers Awards 2012 Abaran was bestowed with an award for its Marketing Campaign. In January 2014 Abaran Managing Director Pratap Kamath was honoured with Young Achiever Award by Gem and Jewellery Trade Council of India. Mr. Pratap Kamath was also listed as one among the 50 Movers and Shakers of the Indian Gem and Jewellery Industry by The Art of Jewellery Magazine.
For further details log on to: www.abaran.in