New York, NY (September 2004) - Performer Nelly and supermodels Tyson Beckford and Naomi Campbell were dripping in Platinum jewelry at the launch of Chris Aire's Jewelry Collection on September 12th, in New York City.  Platinum Guild International and the Diamond Promotion Service co-sponsored this event with Chris Aire.
 
Accessories have made a strong impact on the fashion runway the past few seasons, but Chris Aire is the first to devote an entire show to jewelry, bringing the "bling" factor to a new level.  

The star-studded event brought glitz and glamour to Fashion Week and welcomed celebrities and trendsetters including Nelly, Tyson Beckford, Naomi Campbell, Eve, Jennifer Lopez, Kate Hudson, Madonna, Gwen Stefani, and Jessica Simpson.

A variety of Platinum jewelry designs hit the runway and stage as Nelly glistened in Aire's Platinum and diamond watch, necklace, and bracelet throughout his performance, and mega-model Tyson Beckford strutted down the runway wearing Aire's Platinum and diamond watch, cuff, and layering Aire's signature dog tags.

"Chris Aire's new jewelry collection puts Platinum in the spotlight and shows why this precious metal is prized by so many celebrities as the ultimate fashion accessory," said Michael O'Connor, Senior Vice President of PGI-USA.

Platinum, now a staple on every fashion runway, also sparkled on beauty goddess Naomi Campbell in Aire's Platinum and gold "Devine Halter" top that is valued at over $10 million dollars. 

Platinum's purity endows it with a natural white luster, which allows the true radiance of a diamond or gemstone to shine. The precious metal is 30 times rarer than gold, and will hold a diamond or gemstone securely, now and for always.

PURE:  Platinum's purity endows it with a natural white luster, which allows the true radiance of a diamond or gemstone to shine.

RARE:  Platinum is 30 times rarer than gold.

ETERNAL:  Platinum will hold a diamond or gemstone securely, now and for always.

Platinum Guild International, the marketing arm for the worldwide Platinum jewelry industry, is dedicated to promoting Platinum and its pure, rare and eternal qualities to the consumer and the jewelry trade.

PGI has offices in each of the world's major jewelry markets, providing information, assistance and education on all aspects of Platinum jewelry.

For more information on Platinum, please visit www.preciousplatinum.com.  To arrange Platinum jewelry for a photo shoot, to borrow jewelry, or to interview a Platinum expert or jewelry designer, please call Euro RSCG Magnet.

Media Contacts:
 Marissa Angelosante - 212/367-6890
                                               Euro RSCG Magnet