“Platinum Season of Hope” Aims to Boost Demand for Platinum Jewelry This Season
Update: 05 Oct 2021 15:54 STI
Bombay (Maharashtra) [India], October 5 (ANI / NewsView): Following the success of its first edition in 2020, Platinum Guild International is relaunching its month-long retail initiative, Platinum Season of Hope, from October 8, 2021 to November 7, 2021.
As consumers move on to the new normal, once again there is a renewed vigor to mark these special moments in life. The holiday and wedding season is expected to further stimulate consumer sentiment and serve as a much needed ray of hope and positivity.
The Platinum Season of Hope initiative is expected to energize the market and accelerate the growth trajectory of platinum jewelry in the country. As a consumer and commercial marketing program, it will see the participation of more than 1,250 stores across the country.
Once again this year, the gemstone and jewelry industry has been affected due to the second wave of COVID-19. But the country has seen a significant recovery since markets began to open in June. In addition, some very encouraging elements emerged from our research. The study indicates that the appetite of young consumers to spend on precious jewelry remains strong, with 66% expecting to spend the same or more. Also, for platinum consumers, precious jewelry remains important. Many would continue to buy it because it retains its value, is personally meaningful, and marks important emotions and relationships that they hold dear.
PGI launched the Platinum Season of Hope in October 2020 to drive demand for platinum jewelry in the country. This created a boost in the business community which saw an increase in consumer demand from October 2020.
With 1,289 participating stores, the initiative recorded an average growth of 29% over the same period in 2019 for all participating retailers. The number is higher for strategic partners at 33%. PGI also honored Business Partners for their extremely successful performance of the inaugural Platinum Season of Hope in March 2021.
Sharing his perspective on the Platinum Season of Hope initiative, Vaishali Banerjee, Managing Director of PGI-India, said: “We are seeing the markets recover and the third quarter has played an important role in giving this boost well. necessary. Our partners have shared positive growth updates and it is also reassuring to see consumers back in the stores. This has led to an increase in demand. Therefore, there is no better time to report this initiative. The season of hope will be pivotal in providing momentum as we move into the holiday season. So, I wish all of us the best of luck as we move forward this season. “
Platinum Season of Hope will overlap all three platinum jewelry categories, Platinum Days of Love – the love band offering, Men of Platinum – men’s jewelry, and Evara – targeting today’s modern young woman. The Season of Hope builds on a strong digital communications plan led by a new film, supported on other digital platforms, and public relations across all markets to ensure high reach and impact.
Platinum Guild International (PGI) is a marketing organization with a vision to develop the global platinum jewelry market as a new source of demand for platinum. It was established in 1975 with specialized teams dedicated to growing the global platinum jewelry market through programs for consumers and professionals in the four key jewelry markets of China, India, Japan and the United States. Since then, jewelry development has demonstrated a solid track record in terms of results.
Through various programs, both direct to consumers and in collaboration with retailers and jewelry manufacturers, PGI creates consumer demand for ounces by first identifying opportunities for platinum in jewelry and then developing them. with partners. It also aims to build a lasting commitment to platinum in jewelry.
PGI’s consumer education and marketing programs focus on developing awareness and appreciation of the unique properties of platinum as a precious metal for fine jewelry.
In addition, PGI works globally with collaborative partners executing extensive marketing programs in the four major platinum jewelry markets of China, Japan, the United States and India. These markets are staffed with experts in strategic planning, marketing, retail, design and business development.
Since 2015, PGI has its headquarters in Hong Kong. PGI is funded by the major platinum producers in South Africa, as well as through co-funded programs with the jewelry industry.
Purity assurance program
PGI has partnered with TUV India Pvt. Ltd. implement a robust audit program to ensure platinum purity as part of its program. TUV is one of the country’s premier certification bodies and has been closely associated with the quality revolution in India.
As part of Platinum Guild India’s quality assurance program, each piece of jewelry has a guaranteed purity of up to 95%. And as proof of this assurance, each piece is stamped “Pt950” and comes with a tamper-evident quality assurance card that sets genuine platinum apart from other jewelry.
A unique identification number is also affixed to the piece of jewelry in addition to the detailed description of the piece you choose yourself. Our quality assurance program is in place to ensure transparency and that the platinum that the consumer purchases is of the highest quality. After all, that is the real value.
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