Phoenix, AZ (June 2004) - What does a croissant and Starbucks coffee have in common with Platinum jewelry? Quite a bit if you were one of the retailers at the Couture Jewellery Collection and Conference who received valuable information by attending a series of informative breakfast conference programs and roundtable discussions hosted by Platinum Guild International USA (PGI-USA).  PGI-USA, in conjunction with the Diamond Promotion Service (DPS) and the Retail Merchandising Service Automation (RMSA), invited retailers to participate in three days of educational presentations on the "Platinum Opportunity" followed by facilitated roundtables discussions.

Each day began with an insightful hour on optimizing Platinum sales from industry leaders. On the first day, Huw Daniel, PGI-USA President, addressed the "Platinum Opportunity", the incremental sales opportunity for retailers to be seized by simply closing the gap between record high levels of desire for Platinum and actual sales. 

In an independent study conducted by Hall & Partners, 71% of women aged 18 to 34, shopping for an engagement ring agreed with the statements, "[Platinum] is the only precious metal I'd consider having. ... It's the one I'd consider above the others," yet actual acquisition rates lag behind this by a significant margin.   "In order to seize the Platinum Opportunity, retailers need to understand and effectively convey Platinum's value to the customer by celebrating Platinum's unique pure, rare and eternal qualities", said Huw Daniel.

On the second day, Diane Warge-Arias, DPS Education Consultant, discussed how by setting a diamond in Platinum positively impacts retailer profits, while also providing 

competitive differentiation at retail.  "A diamond is forever and Platinum is eternal... this
natural complementarity between the two not only provides the perfect setting for the perfect diamond, but also offers the retailer the ability to add value to a diamond sale" said Diane Warga-Arias.

Jenny Luker, PGI-USA Director of Trade Relations discussed how to train sales associates in basic Platinum information and in translating Platinum's pure, rare and eternal qualities into benefit statements can increase bottom-line sales too.

On the third day, Michael Kweller of RMSA, a leading provider of inventory management and forecasting tools for retail businesses nationwide, discussed how with proper Platinum inventory levels retailers can maximize their full Platinum sales potential. "Without the correct levels of inventory retailers may well be missing potential higher value Platinum sales", said Kweller.

Roundtable discussions facilitated by retail and manufacturing leaders-Matt Matkin from Judith Conway, Ray Bigam from Capri Jewelers, Geri Bondanza from Michael Bondanza, Marc Green from Lux, Bond & Green, Sande Finkel from London Jewelers and Kathryn Kimmel from the Gemological Institute of America (GIA)-gave retailers the opportunity to talk openly about their experiences while covering a variety of sales topics.  Key discussion topics included: Converting Platinum Desire into Bottom Line Sales; Sales Training as a Profit Strategy; Romancing Platinum by linking it to love and diamonds; Platinum trends; Optimizing inventory and improving selections.  Discussion groups were lively and enthusiastic.

"Overall, I found the breakfast conferences and roundtables to be very insightful and interesting and most of all, productive for the participants. I really enjoyed being part of this experience", said Matt Matkin. "Participants learned a lot of answers to questions about Platinum that customers had already brought to their establishments. They learned from their peers how to augment sales by providing value-based statements and information on Platinum.  It became obvious to them the need for sales training and technical information.  It is important for PGI to continue these conferences in the future", he added.

In addition to the valuable information, attendees took home gift bags that included a copy of the latest must-have marketing book "Trading Up-The New American Luxury" by Michael J. Silverstein and Neil Fiske, as well as a variety of Platinum marketing materials. Participants will also receive white paper summaries of the roundtable discussions.

For a free CD Rom explaining the Platinum Opportunity and PGI Programs for retailers and manufacturers please contact Sunny Beeker at (949) 760-8279 ext. 14 or sbeeker@pgiglobal.com.

About Platinum Guild International USA (PGI-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.

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.
For more information on Platinum, please visit www.preciousplatinum.com.

CONTACT:
Antonia Caamaño
Platinum Guild International
(212) 404-1604/acaamano@pgiglobal.com