(New York, NY) March 24, 2005 - Known for its prestige, cutting-edge and trendsetting brands and manufacturers, The Platinum Pavilion at The JCK Show - Las Vegas 2005, is creating even more of a draw and buzz this year for attendees.  Always seen as an exciting destination for retailers looking to merchandise their store with unique and up-to-the-minute Platinum creations, the Pavilion is taking on an even more exciting campaign this year by incorporating a new Incentive Program for Pavilion visitors and will present a comprehensive package that outlines how retailers can seize the Platinum Opportunity and take advantage of Platinum Guild International USA's (PGI-USA) marketing and educational programs to increase their Platinum jewelry sales.

Offering an impressive mixture of classic and up-to-the-minute styles from over 38 international and national brands, the Platinum Pavilion brings together the top names in Platinum design.  This year's impressive list of returning brands increasing and expanding their presence includes Grando, Jeff Cooper, Kirk Kara, Ritani and Tacori.  Adding to the clout of the pavilion, new names like, Jeannette Fossas, Kuwayama, Fotiny, True Knots and Saturn Jewels will add a new sense of flare to the already highly sought after location.   Truly a destination for fashion forward, one-of-a-kind pieces as well as timeless creations, the Platinum Pavilion provides retailers with a showcase of the best of Platinum jewelry design.

"We are elated with the phenomenal growth of the Platinum Pavilion," reports Jenny Luker, Vice President, PGI-USA.  "Visitors to this year's Pavilion will not only see a huge increase in brands exclusively using Platinum, but also an increased demand on the retail level.  This
is due, in part, to the evolution and development of the educated customer.  The Pavilion and the individual brands housed in it understand that they represent an elite group and are destinations within themselves", she added. 

This year PGI-USA offers a creative twist of incentive genius in a new Platinum Pavilion program devised to encourage retailers to view the exciting brands and products within the Pavilion while networking and building business relationships with this impressive group of designers and manufacturers.  The twist...the opportunity for retailers to enter into a Platinum Pavilion sweepstakes, by visiting their existing partners and new Platinum lines. The grand prize is an all expense paid tropical vacation getaway for two!

New fashion trends to be on the look out for in the Pavilion include eclectic and culturally inspired pieces that many of the brands are producing.  A concentration of German inspired designs found in this year offerings take the idea of truly unique pieces to a whole new level.

The newly assembled package of information on seizing the Platinum Opportunity --the incremental sales opportunity to close the gap between record high levels of desire for Platinum and actual sales-- through a wide variety of PGI-USA's marketing and educational programs will be offered at the Pavilion. The package harnesses the best in programs uniquely tailored for manufacturers, retailers and bench jeweler's all in one powerful and comprehensive kit! A virtual toolbox of ideas, this powerful resource library of programs is a priceless benefit that will help retailers and manufacturers increase sales of Platinum jewelry.

With the spotlight shining brightly on the exhibitors in the Pavilion, savvy retailers resoundingly agree that the Platinum Pavilion makes their job easy and allows them to utilize their time at The JCK Show more effectively.

Platinum is prized for its Pure, Rare and Eternal qualities:

PURE:  Platinum's purity not only means that it is hypoallergenic and perfect for sensitive skin, but its natural white luster 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.

About Platinum Guild International USA
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.platinumguild.com.

Contacts: 
Heather Cohen
Goldstein Communications
212.838.0822 x234
heather@goldsteincom.com

Antonia Caamaño
Platinum Guild International USA
212.404.1605
acaamano@pgiglobal.com