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PGI OPENS FIRST EVER SHOWROOM IN CHINA

Platinum Guild International hopes to target young consumers in Shenzhen
wedding rings from silver platinum and titanium
Credit: Brian A Jackson

Platinum Guild International (PGI), the veteran marketing organisation which aims to develop the global platinum jewellery market, has opened its first showroom in Shenzhen, China, IDEX Online report.

 

TIFFANY ENGAGEMENT DIAMOND RINGS
Credit: Tiffany & Co.

 

This latest move is part of PGI’s “strategy to target younger consumers in a country that traditionally values gold”, according to the report. The showroom will feature new platinum jewellery designs, changed monthly, in an “environment that caters to the modern aesthetic of younger consumers”.

 

Platinum Rings
Credit: Marko Poplasen / shutterstock.com

 

Huw Daniel, CEO of PGI, commented: “Research has shown that the number one barrier to acquiring platinum jewellery in recent years has been the lack of appealing designs, so PGI has worked closely with key industry manufacturers and retailers to fast forward the adoption of new designs”.



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