NEW MARKETS Platinum Guild International expanded in 1992 to the US to introduce platinum to a new generation
The US branch of worldwide platinum jewellery marketing organisation Platinum Guild International (PGI), an organisation funded by leading South African platinum producers and refiners, will celebrate its twenty-fifth anniversary this year with a series of new initiatives.
In 1992, PGI, founded in 1975, expanded to the US to introduce platinum to a new generation. Throughout its history, PGI has worked with companies and individuals at all levels of the industry to provide information, education and marketing support with the mission of creating and nurturing consumer demand for platinum jewellery.
The anniversary celebration will be kicked off with the reintroduction of the Platinum Edition Catalogue, with plans for the catalogue under way as of last year.
“Participation in the catalogue will be by invitation only and will feature images of celebrated designers and their platinum jewellery creations,” explains PGI USA.
The print catalogue will be distributed to 7 500 retailers and a digital version will be supplied to all invited participants.
In addition to the Platinum Edition Catalogue, PGI USA will unveil other projects to support the industry, including an online training programme for sales associates, consumer-facing content on platinumjewelry.com, red carpet jewellery placement opportunities at Hollywood’s major awards presentations and a twenty-fifth anniversary soiree in Las Vegas during 2017 market week.
PGI USA provides sales training and technical education to help educate jewellers and retailers on the qualities and characteristics of platinum and to equip sales associates with the knowledge and confidence to offer platinum first.
“PGI aims to provide easily accessible resources, practical help and education. Our objective is to provide an interactive forum for jewellery professionals to network, seek advice and share information.”
PGI has been providing information, sales support and training to all levels of the jewellery trade for almost 40 years. In addition to its headquarters in London, PGI has offices in each of the world’s major jewellery markets – China, India, Japan and the US.