Los Angeles, CA (September 19, 2005) - Platinum Guild International's exclusive Red Carpet Preview to coincide with the 57th annual Primetime Emmy Awards proved to be the company's most successful event yet. With a record high of over 55 percent of the jewelry loaned out directly from the suite, it is expected that 98% of this year's Red Carpet will be decked in pure Platinum baubles. Stylist and celebrities who attended the suite viewed a wide selection of this season's Red Carpet trends from 40 Platinum jewelry designers including Neil Lane, Erica Courtney, Daniel K, Gumuchian Fils, Peter Norman, Hammerman Bros., Hearts on Fire, Jacob & Co., Jaeger LeCoultre, JB International, Kwiat, Marc Lazar, Mimi So, Renaissance Platinum, Ricardo Basta and Sasha Primak.

"We are ecstatic at the results of this year's event! Our events have become a terrific vehicle generating exposure for not only many of our industry's well established and recognizable brands, but much needed exposure for many of the younger and growing brands," says Michael, O'Connor, Senior Vice President of Platinum Guild International. "Celebrities and stylists see PGI Red Carpet Previews as a key resource for their Red Carpet jewelry needs. They are able to choose from 40 looks in one time-saving setting," he added.

Twenty-eight top stylists made their way to this year's Emmy event. Many of them have become regulars returning every season to satisfy their jewelry needs recognizing that Platinum is the precious metal of choice in Hollywood. Top television stars including Stockard Channing (The West Wing), Nicollette Sheridan (Desperate Housewives), Jesse Metcalfe (Desperate Housewives), Terry O'Quinn (Lost), Randy Jackson (American Idol), Jane Kaczmarek (Malcolm in the Middle), Rachel Leigh Cook (Las Vegas), Tichina Arnold (Everybody Hates Chris), Nikki Griffin (The O.C.), and Jacqueline McKenzie (The 4400) attended Platinum Guild International USA's Emmy Awards Jewelry Preview.

This season, well over half of Platinum jewelry on display was loaned to celebrities for the 57th Annual Emmy Awards with several trends expected to dominate the Red Carpet including: long drop earrings with briolette diamonds, multiple line bracelets and necklaces, and men's watches, cufflinks and lapel pins, all set in pure Platinum. Among the wide variety of Platinum baubles to make their way before the Shrine Auditorium include a stunning Platinum and diamond "Skeleton leaf" necklace by award winning designer Janet Weller on, legendary actress and Emmy nominee, Stockard Channing; an over-the-top Platinum and diamond Tourbillion watch by Jacob & Co. on Randy Jackson; a super-funky pair of Platinum and diamond "Orbit" drop earrings by Daniel K on Nancy O'Dell Red Carpet correspondent (Access Hollywood); a modern set of Platinum and diamond "wave' bangles by Matthew Trent on Kimberly Elise (Close to Home); and a simple pair of highly polished Platinum cufflinks by Herco on Emmy nominee Naveen Andrews of the hit show Lost.

In addition to the array of couture treasures to choose for the big night, celebrities also left PGI's suite with more casual Platinum pieces, perfect for everyday wear:
. Nicollette Sheridan enjoyed her new Platinum "faux" lariat pendant by Leslie Gwenn, valued at $2,000.
. Randy Jackson picked a Platinum dog-tag necklace by Nikos Jewels, a division of Taché USA, valued at $3,000.
. Stockard Channing left with beautiful Platinum and blue lapis heart shaped pendant by D'Errico Jewelers, valued at $2,715.
. Jesse Metcalfe picked a cool Platinum and elephant hair necklace by Kubik, valued at $1,550.
. Rachel Leigh Cook gushed over her new Platinum and diamond eternity band by Ricardo Basta, valued at $2,450.

Attendees were also drawn to various amenities available within the suite. They were pampered with luxury organic skin care treatments by Jurlique and Platinum manicures and pedicure by L.A. Vie L'Orange. They also walked away with a gift bag worth over $1,700, full of wonderful treats from PGI, Taryn Rose, YMI Jeanswear International, Bodyography, La Senza, Biatta Intimates, Yuki Sharoni Salon, ALDO, Segway Los Angeles, Pueblo Bonito Hotels & Resorts, DOVE chocolate, Aroma Rest Sleep Pillows, Dr. Jessica Wu Cosmeceuteicals, Cookies by Design, Tend Skin, AROMA patches, Tiger & Jones, and Brandstorm Inc.

An important element of event's success was supporting philanthropies that ring close to  the hearts of many in Hollywood this year. Celebrities who attended the suite, autographed limited edition bottles of Platinum "I Do" nail polish for Clothes Off Our Back's Emmy Awards website auction. Priced at $250 per bottle, this unique sheer formula was created, in a partnership with Essie Cosmetics, with pure Platinum dust. A gift bag was also donated to auction. A portion of the proceeds from sales of the Platinum polish will go to Red Cross's Hurricane Katrina relief efforts, as well as several children's charities. Clothes Off Our Back was founded by, Emmy nominee, Jane Kaczmarek, and her husband, Bradley Whitford (The West Wing).

Over 40 members of major broadcast, print and internet media outlets attended the PGI's Emmy Red Carpet Preview including: Inside Edition, E! Latin America, People, Hollywood Reporter, Star, OK, Life & Style, In Touch Weekly m, Beanstalk Biz, Showbiz Networks (syndicated) and the World Entertainment News Network (syndicated).

Only the purest platinum jewelry will bear a stamp reading "PLATINUM," "PLAT," "Pt 950," or "Pt 900," signifying the jewelry is 90% to 95% pure platinum.

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

PURE: Platinum's high level of purity (generally 90%-95% pure) endows it with both a natural white luster, allowing the true radiance of a diamond or gemstone to shine; and hypoallergenic qualities that prove ideal for sensitive skin.

RARE: Platinum is 30 times more rare than gold.

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

About Platinum Guild International (PGI)
Platinum Guild International, the marketing arm for the worldwide Platinum jewelry industry, is dedicated to supporting and promoting the high purity, rare and eternal qualities of Platinum to the consumer and 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.

CONTACTS:
Antonia Caamano
(212) 404-1605/ acaamano@pgiglobal.com
PLATINUM GUILD INTERNATIONAL USA