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Platinum's Bright Future: What Kama Jewelry's Colin Shah Says

Posted on July 15, 2025
Making a Comeback: A Talk with Kama Jewelry MD Colin Shah on Zee Business

We often hear a lot about gold and diamonds when it comes to jewelry. But there's another precious metal that's quietly gaining a lot of. To understand this better, as per Mr. Colin Shah, the MD of Kama Jewelry, a well-known name in the jewelry industry, who gave an interview on Zee Business. He shared some interesting points about platinum's past, what's happening now, and where it's headed.

Platinum's Price Story: How Things Changed


For a long time, platinum was more expensive than gold. Mr. Shah remembers, "For almost the last 25-30 years, I would say for about 27 years, platinum was always more expensive than gold. It used to be one and a half to two times pricier" [01:26]. He gave examples where platinum was around $900-$1200 while gold was much lower, at $400-$600. This was because platinum is a very rare metal.

But things have changed a lot. Mr. Shah explained that this shift happened because of big global economic changes, like countries moving away from using the US dollar so much. He said, "central banks are investing more in gold because gold has always been an economic store of value globally for centuries" [03:24]. This, along with global issues like conflicts, pushed gold prices up.

Platinum, on the other hand, is mostly used in industries, like for car parts (catalysts) and electronics, and then for jewelry. It doesn't get the same big investments from central banks as gold. Still, Mr. Shah pointed out that platinum has been doing well lately, reaching "$1400," which is "a five-year high today." Its price has gone up by "almost 45% since January." He added that "jewelry demand has opened up very well in both China and India," which are big markets.

Why Platinum Isn't Always Pricier


Even though platinum is rarer than gold, its price can be lower. Mr. Shah explained why: "No, there's limited availability and also limited demand. Right? Because central banks, who are the main buyers, and investment demand, are not present in platinum today." So, even if it's hard to find, the demand from big investors isn't there like it is for gold.

Platinum Jewelry: A Growing Market


Despite these price fluctuations, the market for platinum jewelry is growing. Mr. Shah said, The platinum market has grown much larger today than it was before. Years ago, people didn't buy much platinum jewelry because it wasn't as available. But thanks to groups like the Platinum Guild International (PGI) and local manufacturers, "India has a good platinum business" [09:47]. He estimates that platinum jewelry now makes up "about 3 to 5% of the gold consumption," which is a big jump.

One area where platinum is doing very well is "men's jewelry." Mr. Shah believes this is thanks to PGI's marketing efforts, including campaigns with "cricketers, IPL," and "Bollywood stars." You can find many stylish platinum jewelry options, including men's designs, on the Kama Jewelry website.

How to Be Sure About Your Platinum Jewelry


When you buy platinum jewelry, it's important to know you're getting the real thing. Mr. Shah advises looking for the PGI certificate. He explained, "Just as there is hallmarking for gold in India today, the Platinum Guild itself has established a PGI certificate and a similar method with all manufacturers." This means there's a careful check of the platinum from where it's found to when it's made into jewelry and sold. He said every piece should have a "PGI card" with a unique ID number. This card shows that the platinum is "Platinum 950," meaning it's "95% pure," which is even purer than most gold sold. Mr. Shah called the PGI card "like a brother to hallmarking" [11:57].

For prices, Mr. Shah confirmed that platinum rates are easy to find every day, just like gold prices. He said they are typically given "in grams" in India.

If you want to exchange or return platinum jewelry, Mr. Shah said jewelers have policies similar to those for diamond or gold jewelry. They will usually give you the "current price for diamonds, they'll give today's platinum rate for platinum, and the labor charges will be deducted" [18:51]. He added that the weight of the platinum does not "erode."

Mr. Shah also mentioned that even though making platinum jewelry is harder because it's a very tough metal, making "entry-level rings, earrings, pendants" is still popular because "platinum prices are cheaper than gold." This means you can find good, affordable platinum pieces.

He also clarified a key point: "PGI advertises it as rare, pure, and eternal." This is because it's hard to mine and work with. "Setting diamonds in it also takes a little more time. Polishing also takes more time." So, while it might seem like the retail price is similar to gold, the making cost is higher.

In short, platinum is a special metal that's becoming more and more popular for jewelry. It's strong, pure, and lasts a long time. With good information and proper checks, buying platinum jewelry can be a great choice.

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FAQ

  1. What is the significance of platinum in the jewelry industry?

    Platinum is a rare, pure, and durable metal, which makes it increasingly popular for jewelry. It's especially well‑known for its high quality and long‑lasting nature.

  2. Why was platinum more expensive than gold in the past?

    Platinum was historically more expensive due to its rarity, and it was used in many industrial applications, including automotive and electronics. For 27 years, it was priced 1.5 to 2 times higher than gold.

  3. How has the price of platinum changed recently?

    The price of platinum has seen a significant increase, reaching a five‑year high of $1,400, with a 45% rise since January.

  4. Why isn't platinum always more expensive than gold, despite being rarer?

    While platinum is rarer than gold, it doesn't receive the same investment demand from central banks or investors, which affects its price.

  5. Which countries have a growing demand for platinum jewelry?

    Both China and India are showing increasing demand for platinum jewelry, helping grow the market significantly.

  6. What is the role of the Platinum Guild International (PGI) in platinum jewelry's success?

    PGI has played a key role in promoting platinum jewelry, particularly through marketing campaigns involving celebrities, cricketers, and Bollywood stars.

  7. How can I verify that my platinum jewelry is authentic?

    Look for the PGI certificate, which ensures the platinum is 95% pure (Platinum 950). Each piece should have a PGI card with a unique ID number.

  8. Is platinum jewelry suitable for men?

    Yes, platinum jewelry is becoming increasingly popular for men, with various designs like rings, cufflinks, and pendants available through brands like Kama Jewelry.

  9. What are the benefits of choosing platinum over gold for jewelry?

    Platinum is stronger, more durable, and more pure than gold. Its unique look and lasting quality make it a great choice for long‑term investments and luxury pieces.

  10. Can platinum jewelry be returned or exchanged?

    Yes, platinum jewelry can typically be returned or exchanged at the current platinum rate, with labor charges deducted.

 

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