Dear Platinum Manufacturer, During these challenging times, PGI is committed to helping you uncover new ways to increase your platinum sales. To maximize platinum profits, we need to make platinum more accessible and more affordable to customers who are coming into retail stores wanting to purchase platinum, but are being sold white gold as an alternative. With the shrinking gap between the platinum and gold prices, now is the perfect opportunity to re-engineer your platinum product to meet the growing demand for entry level price points. In a recent research study conducted by PGI*, we learned insightful information about platinum and white gold customers: Of the consumers that purchased either platinum or white gold, 40% of them considered both metals before they began the purchase process; however, 50% of the engagement rings ultimately purchased were in white gold. The white gold purchaser considers platinum to be premium and top of the line, and COULD AFFORD PLATINUM, but could not find platinum product in-store or settled for white gold because of its perceived value for the price. The focus on entry-level price points is an important strategic direction shift for PGI and we look forward to working together with you to increase your platinum business and to grow platinum's market share. OUR CHALLENGE TO YOU We are looking for platinum product to promote this year in our communications to help consumers find the platinum jewelry they are looking for at retail and to support retailers in communicating the value of platinum. We need your help to create and produce platinum product at a variety of price points that will enable customers to purchase the product that they desire. For 2010, ONLY products submitted and meeting these requirements will be considered for PGI consumer communications (excluding editorial outreach and requests). BENEFITS TO PRODUCT SUBMISSIONS (PROMOTIONS) Platinum Innovation Challenge- JCK 2010 (complete details to follow separately) Design competition will be promoted pre and post JCK in press releases. PGI will provide signage to highlight product in your showcases at JCK indicating entry-level platinum jewelry available for your retailers. Hollywood stylists, top editors and key retailers will be judging the design competition, exposing your product to key influencers. Full page congratulatory ad featuring winning product in top trade publication, exposing your product to retailers Winners will receive a variety of valuable trade and consumer publicity benefits from PGI throughout 2010 To maximize exposure during the summer trade shows, it is recommended to create at least two pieces of each style being submitted for the design competition PGI's JCK Hospitality Suite During the JCK Show, product will be showcased for retailers to view during this critical sell-in period and will be shown to editors for upcoming press opportunities National Print and Online Advertising Product will be considered for PGI's print and online advertising campaigns Public Relations Included in fashion, bridal and trade editorial outreach Featured in Bridal Press Kit (sent to top bridal editors and bloggers, consumer and trade) Featured at Spring and Fall Editor Days (attended by top 50+ bridal, fashion and trade editors) Consideration for print, radio and broadcast press opportunities Design Gallery inclusion on preciousplatinum.com Duratrans signage program inclusion Hi-res photography files available for your own usage REQUIREMENTS Product can be new designs or existing Product must meet ISO standards (850ppt or above) Product can include diamonds or gemstones Product must meet these price point categories (at keystone): Platinum Engagement ring semi-mounts under $1,000 retail under $2,500 retail Platinum Engagement ring complete piece under $2,500 retail Platinum Wedding bands (men's and women's) under $500 retail under $1,000 retail under $1,500 retail Platinum Fashion jewelry (pendants, necklaces, earrings, bracelets, brooches, etc) under $2,000 retail under $3,500 retail SUBMISSION TIMING Please submit renderings and/or product photography (does not need to be high quality) with the attached submission form to PGI via usainfo@pgiglobal.com no later than Monday, May 3. We will begin promoting participating partners in May. We look forward to receiving your product submissions and thank you for your continued support of platinum. We hope to help you reach your platinum sales goals for 2010 and beyond. Please feel free to contact us should you have any questions. Thank you. Sincerely, PLATINUM GUILD INTERNATIONAL USA Jenny Luker Senior Vice President * PGI Consideration Study conducted by Galileo, September, 2009