Jewellers' Network

Your love has gone platinum

Celebrate the milestones in this journey of love

Love is the purest universal energy – everything in the universe is created through the energy of Love; it grows deeper and stronger as time goes by.

Love goes platinum… when a relationship blossoms into a contemporary love based on mutual respect, commitment, equality and expressed in the multiple intimate moments of life.

When a couple discovers they have found their soulmate, the one who truly understands and accept them for who they are, it’s a discovery they’ll cherish for a lifetime. Finding such a soulmate is indeed very rare, but for those that do, it’s the beginning of extraordinary love story that belongs to only the two of them.

There will be significant milestones in a relationship, when it transcends to something stronger, deeper and more intimate. On this journey of discovery, they would want to mark and celebrate these special moments with something equally remarkable and meaningful.

Platinum has been symbolic of love due to its intrinsic qualities of being precious, unchanging, pure and rare. Rare platinum is the metal of expression for the deep understanding and unconditional acceptance they have for each other, the foundation of the one-of-a-kind love that is shared by the couple.

Life-

Platinum with its exceptional qualities, the way it makes lives better

Love-

Platinum as the ultimate expression of one-of-a-kind, genuine and authentic love that withstands the test of time


Let your imagination explore fresh, new design concepts for this exciting gift giving opportunity!

TARGET CONSUMER

Your target consumer is 20 – 40 years of age, male/female. They are a discerning couple residing in an urban city.

They seek newer ways to express their love and don’t shy away from doing it often. They are about creating milestone occasions to express their love for one another.They are most definitely the“do more and live more generation”.

They want to celebrate “being together” often!

THEIR MINDSET IS ABOUT:
      • Collaborating not compromising
      • Confidence and self-belief – they seek meaningful acquisitions that will make their world special and personal.
      • Breaking away from clutter and the mundane
      • Pursuing modern living – status, looking good, being in touch with the trends is important
      • Deep respect for traditional roles and values -they’re anchored in tradition
      • Wanting to give modern expression to traditional customs
      • A desire to be valued for self while fulfilling traditional roles
BEFORE YOU BEGIN YOUR CONCEPTUAL WORK

Please make a complete profile of who exactly your client is. You will need to include this information in your essay for the judges to get a clear understanding of why your design is relevant and meaningful.

DESIGN LANGUAGE

Simple yet meaningful. Modernity embracing classics Elegant yet a statement. Design excellence. Craftsmanship

DESIGN EXPECTATIONS – WHAT THE JUDGES WILL BE LOOKING FOR
      • Less is more yet be a statement piece
      • Look at creating modern heirlooms which will hold special meaning for the wearer for a lifetime and will never date!
      • Design hooks are cursors, explore new stories and expressions
      • Create a strong narrative for the creation
DESIGN HOOKS

Please read through the design hooks a number of times to ensure you have a clear idea of what will suit your client best.

SYMBOLIC

      • An interpretation of the couples’ journey through symbolic motifs and marking milestones through modern interpretations of age old symbols of love.
      • Cryptic expressions, Morse code, Matoran alphabet, Glyphs etc
CURATED FOR US

      • Commemorates the personal journey, reminder of special and significant moments which are personal.
      • No shout out, just personal reminder of favourite memories created together.
      • Intimate and personal messages just for the two, not for the world!
DIGITAL MOSAIC

      • Tapping into the digital age of surrealism and technology, heirlooms of love for the future.
      • Pixilation, Circuits, Machine-like, Shredded, Laser emissions
RHAPSODY OF NATURE

      • Nature inspired expressions of love
      • Floral − asters , tulips, roses
      • Maple leaves and clover

For competition details and entry forms log onto:

www.angloamericanplatinum.com/sustainability/platafrica/introduction.aspx