New York, NY (June 2005) - With an extremely successful advertising campaign underway, Platinum Guild International USA (PGI-USA), the global marketing arm for the world's Platinum jewelry industry, is proud to announce its ad partners for the second half of 2005.  The following manufacturers/designers will be included in PGI-USA's national ads placed in the top consumer publications: Diana Classic, Furrer Jacot, Hearts on Fire, and Martin Flyer. They will join PGI's current ad partners, Benchmark, Christian Bauer, Jack Kelege, Jeff Cooper, Judith Conway, Lieberfarb, Memoire, Novell Design Studio, Peter Storm, Precision Set, Ritani, Roberto Coin, Tacori, and Verragio.   

 In this Cooperative Marketing Partnership, introduced at the start of this year by PGI-USA, the advertising partners will have engagement rings and wedding band sets featured in three print ads in the nation's top bridal and fashion magazines, which are: Allure, Cosmopolitan, Glamour, Harpers Bazaar, In Style, Lucky, Marie Claire, Vogue, Allure Bride, Elegant Bride, In Style Weddings, Brides, and Modern Bride. In addition, Ad partners will be included in various merchandising opportunities and public relations outreach throughout the year.  They will also receive the Platinum Opportunity Kit - a comprehensive catalog of PGI's products, marketing, and educational programs, and tools aimed to turn the record high desire for platinum into lucrative sales.

Senior Vice President of PGI-USA, Michael O'Connor, comments, "The advertising efforts of PGI and our ad partners, have certainly lead to an increase in the desire for platinum jewelry, and we are looking forward to continuing that success."  Ads include stunning lifestyle images and the Platinum brand mark, the Platinum tag line- Pure, Rare, Eternal, and are highlighted by the images of Platinum Bridal jewelry from the Cooperative Marketing partner.

Marketing Director for Verragio, Lindsay Conrath, explains why being a part of PGI's ad campaign is a wonderful opportunity, "As an ad partner of PGI, Verragio is featured in national ads that have directly resulted in a 20% average increase in consumer phone inquiries per week, as well as a 30% average increase in traffic to our website. Not only do PGI's ads serve as a direct referral system for our retailers, but they are a great sales tool as well."  The new ad partners will experience the same benefits by having their products exposed to millions of readers. 
   
PGI-USA chooses the Cooperative Marketing Partners based on their overall commitment to Platinum as the precious metal of choice in their production of jewelry.  They must also meet the expectations and standards, set by PGI-USA, including: insertion of the Platinum branded logo in their own advertisements, participation in PGI-USA's Online Catalog and Marketing Tool Kit, use of Platinum marketing and branding tools such as in-case signage and jewelry tags in their booths at trade shows, proactive distribution of PGI-USA's collateral materials to their retailers informing them of Platinum Opportunity Sales Training programs (in store training and DVDs), and the inclusion of Platinum's Pure, Rare, Eternal qualities in their public relations outreach and media coverage.

For more information on PGI-USA's Marketing Programs please contact Michelle Peranteau at (212) 404-1603 or mperanteau@pgiglobal.com.

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 lustre 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 (PGI), 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

Contact:
Sarah Byus
(212) 404-1604/ sbyus@pgiglobal.com
Antonia Caamano
(212) 404-1605/ acaamano@pgiglobal.com
PLATINUM GUILD INTERNATIONAL USA