The survey was conducted by Platinum trade body Platinum Guild International (PGI) in cities such as Chennai, Ahmedabad, Bangalore and Delhi to have an understanding of men's lifestyle and mindset towards purchasing and wearing jewellery especially platinum.

The survey focused on men in the age groups of 25-31 years and 33-45 years. The common factor in both the age groups is that they want financial security that leads to an increase in jewellery buying sentiments, said a statement.

"Quality time is spent on evaluating the highest quality hallmarked jewellery that is of great value and offers differentiated designs," said Vaishali Banerjee, country manager India, PGI.

"Through the ages, the most discerning of men have preferred platinum when it came to their jewellery. Young men today are not only looking at bands in platinum, but are also taking to platinum chains, and bracelets. The look of platinum and its weight appeals to men as it is understated, yet sophisticated and elegant and those who own it are considered ahead of the curve,” she added.

As per the survey, investment purchase in precious metals is prevalent across all age groups. Delhi, Bangalore and Chennai ranked at the top as the consumers in these cities buy more jewellery, while in Gujarat; men prefer gold coins, biscuits and then jewellery. Young men consider wearing jewellery as a symbol of adulthood, a trend noticeable in Delhi.


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