Newport Beach, CA (April 7, 2004) - Platinum Guild International (PGI) turned up the glimmer and glitz this past awards show season to ensure the red carpet was white hot.  For the first time, the company created a special "red carpet" collection featuring top designers and manufacturers from across the U.S.A. and Europe to create a virtual "one-stop-shop" for celebrities and stylist looking to accessorize for upcoming shows.

"PGI recognizes the influence celebrities have on the consumer and while Platinum jewelry has always been an award show favorite, this year wanted to ensure it took center stage with the "red carpet" collection.  The response was incredibly positive, and many of the top stylists selected pieces for their celebrity clients," said Michael O'Connor, Senior Vice President, Public Relations & Trade Relations East for PGI-USA.

As a kick-off to awards season, PGI hosted an event with InStyle magazine to showcase an over $6 million dollar "red carpet" collection where they introduced pieces of Platinum jewelry to celebrities, celebrity stylists and fashion editors.  From the red carpet at the Golden Globes to the Grammys to the Oscars, PGI influenced jewelry choices for Hollywood's top celebrities.  At the Golden Globes, America's favorite spy Jennifer Garner glowed in stunning platinum and diamond cuff bracelets. Actress and nominee Debra Messing looked fashionable in Neil Lane's platinum and cushion cut diamond stud earrings and ring.  Finally, "Material girl" Madonna wore a long Platinum and diamond chain at this year's 46th Grammy Awards. 

Platinum also made a huge splash at the Oscars capturing the heart of Best Actress Charlize Theron, who appropriately wore Platinum and diamond "Shooting Star" drop earrings by Chopard, and Best Supporting Actress Renee Zellweger who was glowing in Platinum and diamond jewels including a necklace and bracelet by Cartier.  Hollywoods's leading men also chose Platinum for sleek red carpet style.  Best Actor nominee Johnny Depp chose a Platinum, onyx and diamond dress set, while Billy Crystal hosted the evening's festivities in Platinum and cabochon sapphire and crystal studs and cufflinks by Harry Winston. 

 "We plan to continue the momentum that is in place, and we already have plans for Platinum to make a big impact at the Emmys next fall.  We're also going to keep working with top stylists and the stars they dress for movie premieres and awards shows to ensure Platinum continues to be the metal of choice for Hollywood. PGI is looking forward to strengthening relationships with stylists and celebrities in the future," added O'Connor.

Some of the most respected jewelry houses in the world celebrate Platinum as the very best, including Harry Winston, Martin Katz, Neil Lane, Fred Leighton, Erica Courtney and many more.  Platinum is prized for its Pure, Rare and Eternal qualities:

PURE:  Platinum's purity endows it with a natural white luster, which allows the true radiance of a diamond or gemstone to shine.

RARE:  Platinum is 30 times rarer than gold.

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

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.preciousplatinum.com.  To arrange Platinum jewelry for a photo shoot, to borrow jewelry, or to interview a Platinum expert or jewelry designer, please call Magnet Communications.

Media Contact:
Magnet Communications
Cheryl Pellegrino 212-367-6823/cpellegrino@magnet.com
Thea DiChiara 212.367.6946/tdichiara@magnet.com