Newport Beach, CA (April 2004) - Platinum Guild International USA (PGI-USA), the U.S. marketing arm of the platinum jewelry industry, is excited with the resounding success of its advertising campaign that was launched this past July.  The campaign provided a new positioning for Platinum and harmonized with PGI's greater branding initiative through a clean new color palette, brand mark, and tag line - pure, rare, eternal. 

"The reaction we continue to hear from our manufacturers as a result of the campaign reinforces the tremendous desire for Platinum, particularly in the bridal category," explains Huw Daniel, President of PGI-USA.  "Our research has shown that more than 76% of women want their engagement ring to be in platinum. Converting that desire into a sale provides jewelers a great business opportunity," he added.

Manufacturers featured in the new PGI ads also attested to the powerful attention and draw of the new "Pure, Rare, Eternal" campaign and its impact on the consumer.

"We are delighted with the response that we have received from the PGI ad campaign.  Consumers call us daily and specifically reference the ad from a variety of magazines, said Geri Bondanza, Vice President of Michael Bondanza, Inc.  We've been extremely impressed with the result of the ad and the tremendous impact it has had on consumers," Bondanza said.

"The amount of phone and e-mail inquiries we have received for the PGI ads was tremendous.  We had many Platinum bridal rings requested from retailers, which gave a nice boost to sales, said Myriam Gumuchian, Owner and Vice President of Gumuchian Fils Jewelry.

The ads focus on the bridal market, and through the use of tag line, white space and a serene, pale blue color link the inherent qualities of platinum to the unique qualities of a couples' relationship.  The campaign was designed to appeal to consumers on both an emotional and rational level, drawing on the words pure, rare, eternal to make the link between the qualities of platinum and the qualities of a loving relationship.
 
The ads also feature an affectionate couple at the beach sharing a joyful and a loving moment. Alongside the couple image are platinum engagement and wedding rings, beautifully photographed and prominently featured against the white background and amidst light blue water droplets which provide a tangible link to the couple and water.

Ads broke in October issues of U.S. national consumer magazines such as Bride's, Elle, Harper's Bazaar, InStyle, Marie Claire, Town & Country, and Vogue. Internationally, ads appeared
Germany, India, Italy, Japan, and China, where demand for platinum has grown significantly in recent years. The current campaign will run through 2004, with new executions set to be introduced in 2005.

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 35 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 Euro RSCG Magnet.

Media Contacts:
Cheryl Pellegrino - 212/367-6823
Thea DiChiara - 212/367-6946
Euro RSCG Magnet