Las Vegas (June 2006) - It was the last thing that the over 500 guests of an invitation-only breakfast show, hosted by Platinum Guild International USA (PGI), expected at 7:30 in the morning. Met by a Las Vegas nightclub atmosphere, sexy models holding brightly lit "cigarette-girl-style" showcases, breakdancers, and flashing disco balls, few guests knew what to expect for the next hour.

Models worked their way through the crowd, meeting and greeting the guests. In their lighted showcases was a selection of Platinum jewelry and bridal rings from 15 brands:
. A. Jaffe
. Cédé
. Christian Bauer
. JB Star
. Jeff Cooper
. Judith Conway
. Lieberfarb
. Martin Flyer
. Mémoire
. Michael Bondanza
. Novell Design Studio
. Precision Set
. Ritani
. Verragio

Guests gazed at the Platinum filled showcases while feasting on breakfast hors d'oeuvres and cocktails, before being treated to an energizing hour of entertainment combined with a powerful business challenge to Go Platinum by understanding that the Platinum bridal customer provides retailers more than just a higher transaction size and
larger profit dollars. The Platinum bridal customer is an almost certain three-ring sales
opportunity for a retailer. The result was an excited group of manufacturers and retailers energized to sell Platinum.

"You put the buzz back in the business. It was the best event. The business message was so clear," says Bruce Pucciarello, co-owner of Novell Design Studio.

Decked in Platinum and diamond baubles by J. Birnbach New York, host Cari Golden kicked-off the show with a sultry rendition of the hit song "Fever" cleverly arranged with lyrics describing how the very best relationship deserves only the very best - Platinum.

After a brief welcome by PGI President, Huw Daniel, Cari continued the morning with a thought provoking multi-media show that:
. Blended Platinum's cachet and glamour
. Celebrated Platinum's influence on pop culture.
. Asked the question: What does it mean to "Go Platinum"?
. Captured PGI's history with an anthology highlighting the industry's influential
   designers, manufacturers and retailers from past and present.
. Demonstrated a very candid and persuasive three Platinum-ring bridal business
message-to capture the highly profitable Platinum engagement ring sale as the opportunity to secure Platinum wedding band sales for the bride and  the groom.

The Platinum bridal ring sale is not merely one Platinum engagement ring - it's a three Platinum ring sales opportunity. Attendees were challenged to think of their bridal ring customers as Two People, Three Rings. No Platinum bridal ring sale should be considered complete without purchasing two Platinum wedding bands. According to a recent survey by theknot.com (2005), a startling 30 to 40 percent of retailers are losing the opportunity to capture the wedding band sale. All o often, couples do not purchase wedding bands from the same retailer who sold the engagement ring.

Retailers were motivated to take stock of this key sales opportunity, and increase their bottom line profits.

"Your show was by far the best of all events we've been to," said David Cornell of Cornell's Jewelers. "I want to use elements from the show in our training, like the video. We'll use the three-ring message for our sales associates," he added.

The grand finale included a superb runway show highlighting fabulous Platinum fashion jewelry from:
. Beaudry
. Catalano
. Chris Aire
. Daniel K
. Erica Courtney
. Georg Spreng
. Gumuchian
. Gurhan
. Hammerman Bros.
. Hearts on Fire
. Henry Dunay
. Jacob & Co.
. Jiang by Chu Wai On for Luk Fook Holdings
. Kuwayama for Tanaka Jewelry
. Kwiat
. Lazare Kaplan
. Ocie Jeweled and Rochoet International (Platinum and diamond evening bag)
. Suna Bros.
. Tacori
. Uneek

Retailers left excited about Platinum. They were awakened to the Platinum three-ring sales opportunity. It is only when they have taken advantage of this opportunity that they can assert that they have truly "Gone 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.

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 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

Contact:
Antonia Caamaño
Platinum Guild International USA
(212) 404-1605 / acaamano@pgiglobal.com