(New York) June 5, 2008 - Platinum Guild International (PGI-USA) joined forces with Couture, North America's premier jewelry event, to award six distinguished manufacturers during the first annual Platinum Couture Style Challenge. The contest, judged exclusively by top fashion/industry media as well as Hollywood stylists, was a multi-category design competition that allowed exhibiting Couture designers to draw attention to their most distinguished Platinum pieces. The winners received an official Platinum Couture Style Challenge trophy and each will be featured in at least two of PGI's consumer media programs in 2008-'09.

Winners of the 2008 Platinum Couture Style Challenge include:
o Platinum Couture Red Carpet: Erica Courtney
Erica Courtney won for a Platinum lariat comprised of 315.24 carats of black diamonds with platinum and diamond stations.

o Platinum Couture Luxury for Everyday: Erica Courtney
Erica Courtney won for a pair of platinum and diamond everyday hoops accented with flower crosses.

o Platinum Couture Colors: Steven Kretchmer
Steven Kretchmer won for the "Superman" ring. A helix tension ring containing a pink tourmaline center and a trillion cut diamond set into platinum.

o Platinum Couture Bridal Atelier (higher end Platinum Bridal above $5,000 MSRP): Tie  - Kwiat and Rotenier
Kwiat designed a Platinum and diamond headband, an updated tiara style with Platinum and diamond flowers.

Rotenier created a Platinum mini deauville link necklace with a Platinum disc enhancer with 10 carats of diamonds. Hanging from the necklace was a one-of-a-kind hand carved Aquamarine with tassel chain.

o Platinum Couture Bridal Boutique (Unique Platinum Bridal below $5,000 MSRP): Sholdt
Brian Sholdt won for its Platinum petite 3-ring with pave sides.

More than 40 exhibitors participated in the inaugural challenge. Editor and stylist judges scored each piece from one-to-five based upon the item's originality, wearability and appropriateness in its category. Some honorable mentions across the five categories included a Platinum drop pendant by Ilias LaLaounis, a carved deco baguette Platinum ring by Diana Heimann, a one-of-a-kind cabochon Aquamarine ring in Platinum by Gurhan and long platinum earrings with Tahitian pearls and blue and pink sapphires and diamonds by Fei Liu.

"We received an incredible response from both participants and judges," said Jenny Luker, Senior Vice-President, PGI. "PGI and Couture designed this event to increase visibility and awareness for outstanding Platinum pieces. The media plays a key role in both consumer and retailer buying habits, so we hope that the additional exposure of this contest will have a positive effect on all of its participants."

"It's hard to see all of the fabulous products at Couture," said contest judge Karo Vartanian, Costume Supervisor for "Desperate Housewives." "The Platinum Couture Style Challenge judging sheet navigated me around the show floor and introduced me to several new designers."

Conceptualized and designed by PGI, the Platinum Couture Style Challenge is an extension of Platinum Guild International's ongoing commitment to raising awareness and desire for Platinum jewelry while also helping talented Platinum designers and manufacturers generate brand awareness for themselves.

Additionally, "E! News," one of the leading entertainment television news programs, sent a crew from Los Angeles to interview jewelry and style expert Michael O'Connor about Platinum red carpet looks. The segment featured Platinum pieces by Erica Courtney, Michael Beaudry and Kwiat.

"The jewelry industry already knows that trends are created during Couture," said O'Connor. "We brought 'E! News' to Couture to give consumers a sneak peek into Platinum jewelry trends they will be seeing on the red carpet this season."
 
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 further information please visit www.platinumguild.com.