New gold standard for men's jewellery

From rings and bracelets to chains and tie pins, brands are increasingly shining the spotlight on male celebrities to market their products and urging men to embrace jewellery as a personal style statement

- VAISHALI DAR

Who says only women love to sparkle? Just give a quick look at Mahendra Singh Dhoni—as he flaunts a platinum bracelet for the launch of a special collection for Men of Platinum, a line of platinum jewellery designed and marketed by the Platinum Guild International (PGI) India, late last year—and you'll know what we are talking about. Featuring 15 meticulously crafted pieces in 95% pure platinum, the collection is engraved with the cricketer's signature and serves as "a tribute to his journey and a testament to his greatness".

The dazzling display of men's jewellery doesn't stop at Dhoni. Just a few days ahead of Dhanteras last year, Bollywood actor Kartik Aaryan took the glamour world by storm when he sported a chain and a bracelet as part of the promotional campaign for Senco Gold & Diamonds. The jewellery brand had signed up Aaryan as the brand ambassador for its men's jewellery range, Aham, as "a natural fit for the confidence, individuality, and a modern yet rooted identity he has".

Jewellery brands are increasingly shining the spotlight on male celebrities to market their products—whether it is a pendant, necklace, bracelet, ring or earrings—and urging customers to embrace jewellery as a personal style statement. As per Sujala Martis, director, consumer marketing, PGI India, such collaborations also help reimagine 'celebrity associations'. "When someone like MS Dhoni wears platinum, it's more than a style or design statement—it's a character cue. Given his 'icon' status and the fandom that follows Dhoni, we were absolutely clear that this collaboration would reimagine 'celebrity associations,' she adds.