Because mastery
comes from focus.
Platinum demands patience. Platinum demands precision. Platinum demands perfection. And that is exactly why we chose it.
OUR STORY
Every great journey begins with a belief. Ours began with the belief that platinum deserves specialists who understand its rarity, complexity, and beauty.
For decades, we have been immersed in the jewellery industry, learning every dimension of the craft — from consumer emotions to design development, from manufacturing precision to the evolving needs of jewellery businesses. This experience shaped our philosophy: luxury is not just about what you create. It is about how deeply you understand your craft.
When Pure Platinum was established, the vision was clear — to create a world where platinum is not only admired but experienced, through exceptional jewellery, innovative designs, and meaningful partnerships. Unlike traditional jewellery houses that work across multiple metals, our expertise is dedicated entirely to platinum.
FOUNDER JOURNEY
Some journeys begin with a dream. Ours began with curiosity.
In 1994, Vijay Pokharna entered the jewellery industry — not to build a business, but to understand the craft. He learned from retail counters, workshops, and countless conversations with customers. Every experience added another layer to his understanding of what jewellery truly represents: not ornamentation, but emotion.
Years later, he founded Pure Platinum, carrying a simple yet powerful belief — that platinum deserves specialists. Not because it is rare. But because every story entrusted to it is rare.
Today, that belief continues to shape every decision, every partnership, and every creation that bears the Pure Platinum name.
"Platinum is not just a metal we work with. It is a craft we have dedicated ourselves to mastering."
Vijay Pokharna, Founder & CEO
"To establish Pure Platinum as the most trusted platinum destination by creating exceptional jewellery, enabling innovation, and empowering jewellery businesses with platinum expertise."
A HERITAGE IN THE MAKING
- 1994
The Beginning
Started the journey in the jewellery industry by working in a retail jewellery store, building a strong foundation in craftsmanship, customer service, and industry expertise.
- 1999–2006
Sales & Marketing
Built extensive experience in jewellery sales and marketing, gaining deep market knowledge, industry insights, and strong relationships across the trade.
- 2006
Founding Disha Gold
Established Disha Gold in Zaveri Bazaar, Mumbai, marking the beginning of an independent entrepreneurial journey driven by trust, quality, and excellence.
- 2008
The Platinum Journey
Began working with platinum, recognising its rarity and immense potential, and took the first step towards specialising in premium platinum jewellery.
- 2010
IIJS Exhibition
Participated in the prestigious India International Jewellery Show (IIJS), strengthening the brand's presence and expanding its industry network.
- 2010
Birth of Pure Platinum
The vision of Pure Platinum came to life with a commitment to redefining platinum jewellery through innovation, purity, and exceptional craftsmanship.
- 2012
Manufacturing Excellence
Started fully automated platinum manufacturing, which later evolved into a dedicated industrial facility focused exclusively on platinum jewellery production.
- 2019
PGI Certified Manufacturer
Became a PGI Certified Manufacturer, reinforcing Pure Platinum's commitment to international standards of quality, authenticity, and manufacturing excellence.
AWARDS & RECOGNITION
- 2015
First in India with Swarovski
Became the first Indian company to manufacture platinum jewellery with Swarovski, setting a new benchmark for innovation in the Indian jewellery industry.
- 2015
Swarovski Award
Received the Swarovski Award in recognition of excellence in platinum jewellery craftsmanship and innovation.
IJ Jewellers' Choice Award
Honoured for outstanding jewellery design and manufacturing excellence.
National Jewellery Award
Received for excellence in jewellery craftsmanship and manufacturing.
Artisan Award
Honoured for exceptional creativity, innovation, and excellence in jewellery design.
NOTE FROM
OUR FOUNDER
Dear Friends and Partners,
For me, jewellery has always been more than a craft. It has been a journey of passion, relationships, and creating moments that last forever.
Choosing platinum was a promise to honour a metal that represents purity, rarity, and timeless beauty. Every Pure Platinum creation carries our dedication, our values, and the love of everyone who brings it to life.
I am grateful to everyone who has trusted us on this journey. Together, we continue to create something truly rare.
Vijay Pokharna
Founder & CEO, Pure Platinum