%% Describing the new platinum collection Genelia said, “Platinum jewellery is the choice of today’s woman because of their subtle yet intricate and elegant designs, fulfilling the emotion of making one feel truly special. I love the idea of wearing delicate and precious platinum jewellery that sets me apart and is a reflection of my personal style. This collection is a beautiful expression of feminine glory and an answer to donning on precious jewellery for everyday wear that will make heads turn.” %% Talking at the launch Mr. Joy Alukkas, MD, Joyalukkas India Limited said, “The women of today are aware, better informed and thus choose platinum for its inherent qualities of being one of the most precious and rare metals. Platinum’s new collection offers unique designs of pendants, earrings and rings in myriad designs catering to different tastes of women. The demand for platinum jewellery at my store has seen a sharp growth over the past years. Platinum designs are elegant and timeless, which fit seamlessly to go with any look. The naturally white metal when enhanced with diamonds looks even more brilliant.” %%