(November 8, 2005) - Following Lux Bond & Green's successful example in 2004, marketing savvy retailers across the country took their chance this year to seize the Platinum Opportunity just in time for the holiday season. With the assistance of Platinum Guild International USA (PGI-USA), the world-wide marketing arm of the Platinum jewelry industry, and in partnership with the nation's top consumer magazines -Glamour, Harpers Bazaar, InStyle and Lucky-each retailer created a Platinum event that generated great exposure and local buzz, while building a consumer business opportunity, including Platinum jewelry sales!

Among the retail stores to host successful and exclusive Platinum Parties this fall were:
. Day's Jewelers on September 15th located in Manchester, NH featuring jewelry by Lieberfarb, Martin Flyer, Simon G. and Timeless Designs
. Wedding Day Diamonds on September 24th in Burnsville, MN featuring jewelry by Diana Classic, Jeff Cooper and Ritani
. Long's Jewelers on September 29th  in Boston, MA featuring jewelry by Hearts on Fire, Memoire, Ritani and Scott Kay
. Robbins Brothers on October 6th in Fullerton, CA featuring jewelry by Jeff Cooper
. Cornell's Jewelers on October 22nd in Rochester, NY featuring jewelry by  Daniel K, Hearts on Fire, Jack Kelége, Jeff Cooper, Memoire and Tacori

Rebecca Garnick, Marketing Director, Long's Jewelers commented, "For Long's, the Platinum parties were a great way to reach Lucky magazine's readers, share our home with them and educate them about Platinum. We created relationships with great potential for future sales. And as a result of the excellent (in-store facilitated sales) training, our sales associates are confident selling our Platinum jewelry."

In addition to each retailer showcasing a wide assortment of Platinum fashion and bridal jewelry from various industry brands, each retailer offered fun incentives to their exclusive group of guests as well as the opportunity for customers to actually meet the designers and magazine editors. Designer Jeff Cooper made a special guest appearance at the Robbins Brothers event. Jane Loddo, Merchandising Editor of Harper's Bazaar magazine made a special fashion and accessory trend watch presentation at Cornell's Jewelers. For fun incentives, guests names were drawn to win fabulous contest give-aways.  Long's Jewelers' grand-prize winner, Jacqueline Johnson of Hopedale, Massachusetts, won a Platinum heart-shaped pendant by Memoire (her very first piece of Platinum jewelry) valued at $2,000. Jacqueline and her beau came to the event to begin their shopping for an engagement ring! Guests also left with fun gift bags sponsored by Platinum Guild International and the magazine partner.

"Our first time exclusive Platinum party was an absolute success," asserts Olivia Cornell, Vice President of Cornell's Jewelers. "Our store is not located in a major metropolitan area, so to have such a large number of guests in our store at one time was really something special. I don't think it would have been as successful as it was had we not had our recent in-store facilitated training by PGI-USA. The sales associates were very prepared and ready to sell Platinum," she added.

"This event exceeded all levels of my expectations," exclaims Shannon Hass of Wedding Day Diamonds. "The training was top notch, the event was everything we hoped it would be and a dream come true for [the contest winner] who will always be a Wedding Day Diamonds client. There is definitely a new buzz for Platinum in our stores again," she added.

Retailers are seizing the Platinum Opportunity - incremental sales and profits achieved by simply closing the gap between their current sales and the record high levels of consumer desire for Platinum.  Retailers can start the process easily by simply training their staff to deliver the Platinum experience.  PGI-USA offers in-store facilitated training sessions for sales associates and their managers, as well as a new DVD sales training program that illustrates a sales presentation from beginning to end.

To receive a free copy of the Platinum Opportunity Kit, a comprehensive book of PGI-USA support programs, please contact Sunny Beeker directly at 714.442.3106 or sbeeker@pgiglobal.com.

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.

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.

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.

For more information on Platinum, please visit www.platinumguild.com

CONTACT:
Antonia Caamano
Platinum Guild International USA
(212) 404-1605
acaamano@pgiglobal.com