As Vishu, the cherished Malayali spring festival, draws near, anticipation fills the air in Kerala and parts of Tamil Nadu for new beginnings and fresh aspirations. This time-honoured celebration marks the onset of the New Year in the Malayalam calendar.

Vishu is a celebration steeped in the spirit of generosity, bringing loved ones together as they exchange meaningful gifts. Among the options to convey heartfelt emotions, platinum jewellery stands out. Renowned for its rarity and durability, platinum is prized for its exceptional strength and resistance to daily wear and tear. With its purity of 95% and enduring sheen, platinum jewellery offers a timeless charm.

Reflecting on this auspicious occasion, Vaishali Banerjee, Managing Director of Platinum Guild International-India, remarked, “Vishu holds great significance, symbolizing prosperity and good fortune. Platinum jewellery, with its intrinsic values, serves as an ideal choice to commemorate this special occasion, resonating with consumers seeking an emotional and unique purchase.”

Echoing this sentiment, Joy Alukkas, Chairman of Joyalukkas Group, stated, “Vishu is a time for fresh starts and meaningful expressions of gratitude and love. We anticipate a surge in demand for platinum jewellery, as it is favored by discerning consumers for its timeless appeal.”

Similarly, Paul J Alukka, Managing Director of Jos Alukkas, expressed enthusiasm, saying, “As Vishu approaches, we see a growing demand for platinum jewellery, particularly among customers looking for the perfect gift to mark this auspicious occasion.”

Rajesh Kalyanaraman, Executive Director of Kalyan Jewellers, added, “Vishu is one of the most auspicious days in Kerala, generating high traffic at our stores as consumers seek meaningful purchases, including platinum jewellery, which has gained popularity among younger demographics for its contemporary designs.”

With these sentiments, the anticipation for a joyous and prosperous Vishu, adorned with the brilliance of platinum jewellery, is palpable.