Three-Tiered Training Programs available to Store Managers, Sales Associates and
Bench Jewelers

July 2004 (New York) - July marks the much anticipated beginning of Platinum Guild International USA's (PGI-USA) tour on "Delivering The Platinum Experience", a comprehensive sales, management and technical training program designed to turn the record high consumer desire for Platinum into bottom line sales, boosting profits and income.  From July through October, the tour will make stops in the following cities:

Tour Agenda
City	Date	Location
New York/New Jersey	July 28	Marriott Newark Airport
Los Angeles	August 11	Marriott Los Angeles Airport
Seattle	August 17	Renaissance Seattle Hotel
San Francisco	August 18	Airport Marriott
Dallas	September 8	Omni Dallas Park West
Houston	September 9	JW Marriott Hotel
Boston	September 21	Marriott Boston Burlington
DC Metro	September 22	Marriott Fairview Park
Miami	TBD

Training expert Terry Sisco  will lead morning and evening sessions designed to hold the interest of both the new hire and the seasoned professional.    The seminar includes Platinum information to increase confidence in presenting Platinum along with selling skills to enhance closure rates.  They will also have the opportunity to speak with Jurgen Maerz, PGI Director of Technical Training, following their training sessions for a technical question and answer
session.

After a manager's luncheon, Store managers will receive a special "Train-the-Trainer" program, where they will learn the secrets to effective training, including how to convert sales training into behavioral changes and enhanced performance.

Evening technical training sessions for bench jewelers will provide practical information from Jurgen on topics such as Platinum alloys, casting techniques, porosity, ring sizing and repairs.

"From bench jewelers to store managers to newly hired sales associates: All will benefit from these programs. PGI-USA is ensuring that Platinum jewelry makes its way from the maker to the buyer with complete satisfaction", stated Jenny Luker, PGI Vice President. "For Platinum knowledge and appreciation to be most valuable, the messages need to be consistent and free of misconceptions. Our expanded sales training programs were designed to create concise and consistent messages about Platinum that provide the opportunity for the best in-store experience", she added.

Registration fees for the sales training tour programs include an investment of $30 (USD) for Sales Associates and Bench Jewelers and $150 (USD) for Store Managers (lunch and sales associate training included).  Groups of five or more will receive a discount of $25 per person.

For a more customized session for interested stores, PGI-USA offers "Delivering the Ultimate Platinum Experience" In-store Facilitated Training Programs, which includes two hour in-store training sessions with a training expert and a personal consultation for store owners and managers on how to maximize training.

In the fall, PGI-USA will also offer a DVD  training program that provides Platinum education and sales skills by  taking a sales presentation from beginning to end.

To register for the training programs or to receive more information on the tour please contact Sunny Beeker, Manager of Retail Relations, in the company's Newport Beach, California location at (949) 760-8279, ext. 14, or sbeeker@pgiglobal.com.

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.

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.preciousplatinum.com.

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