PGI’s Platinum SEASON OF LOVE makes a comeback, expected to boost demand for platinum Jewellery in the country!

India, April 29, 2022:  Platinum Guild India (PGI) is set to commence the fifth edition of its flagship retail initiative - Platinum ‘Season of Love’. The much-awaited retail trade activation makes a comeback after two years. A month-long programme starting from May 5th, 2022, to June 5th, 2022, Platinum Season of Love is aimed at accelerating the growth trajectory for platinum jewellery in the country. This year, Platinum Season of Love is expected to see participation from 1400+ stores across the country.

With four successful editions in the past, ‘Platinum Season of Love’ is a coveted retail and consumer activation platform for PGI’s retail partners. It helps to drive a significant increase in demand for platinum jewellery for the retail partners during this season.

Sharing her views on the Platinum Season of Love campaign, Vaishali Banerjee, Managing Director, PGI-India said, “Through Platinum Season of Love, which makes a comeback this year, we see an exciting opportunity for our retail partners to drive engagement with consumers and strengthen the consideration of platinum jewellery as a symbol of love. This campaign will be a key catalyst in providing the required in-store conversions during this period.”

Platinum Season of Love will straddle all three platinum jewellery categories, Platinum Days of Love - the love bands offering, Men of Platinum – men’s jewellery and Evara - targeting the young modern woman of today. The activation programme is backed by a robust digital communication plan led by a new film, supported across other digital platforms, and PR across markets to ensure high reach and impact.

ABOUT PLATINUM GUILD INTERNATIONAL (PGI)

Platinum Guild International (PGI) is a marketing organisation with the vision to develop the global platinum jewellery market as a new demand source for platinum. It was formed in 1975 with specialist teams dedicated to growing the global platinum jewellery market through consumer and trade-facing programmes in the four key jewellery markets of China, India, Japan and USA. Since then, jewellery development has demonstrated a strong track record in delivering results.

Through various programmes, both direct-to-consumer and in collaboration with jewellery retailers and manufacturers, PGI creates consumer ounce demand by first identifying opportunities for platinum in jewellery, and then developing them with partners. It also aims to build an enduring commitment to platinum in jewellery. 

PGI’s consumer marketing and educational programmes are focused on developing awareness and an appreciation for platinum’s unique properties as a precious metal for fine jewellery.

In addition, PGI works globally with collaborative partners running extensive marketing programmes in the four main platinum jewellery markets of China, Japan, USA and India. These markets are staffed with experts in strategic planning, marketing, retail, design and business development.

PGI is funded by the leading platinum producers of South Africa, as well as through co-funded programmes with the jewellery industry.

PURITY ASSURANCE PROGRAM

PGI has partnered with TUV India Pvt Ltd to implement a robust audit programme to ensure the purity of platinum under its programme. TUV is one of the country’s first certification bodies and has been closely associated with the quality revolution in India.

Under Platinum Guild India’s quality assurance programme, each individual piece of jewellery has an assured purity as high as 95%. And as a proof of this assurance, every piece is stamped ‘Pt950’ and comes with a tamper-proof quality assurance card that distinguishes authentic platinum from other jewellery.

A Unique Identification Number is also stamped on the jewellery in addition to the detailed description of the piece you choose for yourself. Our quality assurance programme is in place to ensure transparency and that the platinum the consumer buys is of the highest quality. After all, that is what true value is all about.