New York (January 2006) - When did your love go Platinum? Consumers looking at Platinum Guild International's (PGI) new ads -who are in the best relationship they've ever known and are planning to take their relationship to "the next level"- will be reflecting on the moment(s) when they realized their love has just gone Platinum. In 2006, top magazines will unveil new ads from PGI's multi-million dollar global marketing campaign. The new campaign, which includes new lifestyle images and a new tag line Your Love Has Just Gone Platinum is the result of extensive research on modern views of love, and created to resonate emotionally with today's consumers who are in the window of opportunity for bridal jewelry. The new ads can be seen in the most recent issues of Martha Stewart Weddings, Modern Bride and InStyle Weddings.

Among the select Platinum brands to be featured in the new campaign in the first half of the year include: Martin Flyer, Diana Classic, Jeff Cooper, Hearts on Fire, Novell Design Studio, Peter Storm, Furrer-Jacot, and Christian Bauer.

"In 2003 we launched a new brand identity campaign for Platinum that encapsulated Platinum's most powerful attributes -Pure, Rare, Eternal. The new campaign will build on this momentum by creating a distinctive, motivating, emotional positioning for Platinum as the precious metal of choice for bridal occasions", says Huw Daniel, President of PGI-USA. "Our aim in 2006 is to connect with consumers on an extremely emotional level that leverages their already firm belief that Platinum is the best, and insure that they see Platinum rings as the personification of that individual and special relationship", he added.

Qualitative research conducted by the Wright Group (2004) revealed that modern consumers have a much more rounded view of love and their relationships, different
from the fantasies of decades ago. According to the research, their love is best represented in the ideal of closeness, compatibility and honesty shared by research participants. Couples surveyed revealed the following perceptions:

. Their relationship succeeds and endures because they communicate and accept each other.
. Their love is characterized by mutual respect and shared enjoyment with each other.
. They feel that they can be "themselves" with each other.
. Their relationship is a life story that evolves, day by day.
. They are not fixated on the engagement moment or the wedding day.

Qualitatively, the research also showed that couples often live together before choosing to marry and their decision to marry is the result of various intimate moments throughout the relationship where they feel that this is the person who they want to commit to for the rest of their lives. The decision to marry is one based on the desire to take their relationship to the next level.

Famed photographer, Peggy Sirota, was hired to generate imagery that best depicted key moments associated with intimate love.  The ads include new copy lines with key phrases that speak to those intimate moments and answers those moments with the new tag line Your Love Has Just Gone Platinum.  Ads will also include new images of Platinum bridal jewelry featuring the engagement ring and his and her wedding bands, as well as the familiar Platinum global brand mark.

The new ads will be featured in top national bridal and fashion publications throughout 2006 including: InStyle Weddings, Martha Stewart Weddings, Modern Bride, Allure Bride, Allure, Elegant Bride, Vogue, US Weekly, Marie Claire and Glamour. And will also be used in online advertising on theknot.com and weddingchannel.com.

For more information on PGI's marketing programs, please contact Michelle Peranteau at (212) 404-1603 or via email at: mperanteau@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

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