PGI's consumer marketing and educational programmes develop awareness and appreciation for platinum’s unique qualities as a precious metal for fine jewellery. Known as pure, rare and eternal, the metal has often been associated with love-gifting, and preferred in the wedding market. In China, platinum is associated with eternal love and has been doing very well in the bridal category and the market has grown 22% between 2014 and 2016 in Tier 1 to 3 cities. Looking at the acquisition of wedding bands as well as beyond to love-gifting occasions, platinum is the predominant metal of choice when it comes to precious jewellery to say "I love you".
PGI China promotes platinum jewellery via bridal fairs across China, including Beijing, Shanghai, Guangzhou, Tianjing, Hangzhou and Wuhan.
Programme Highlights 2018/2019
‐Platinum jewellery promotion
‐Collaboration with retailers focusing on platinum jewellery product offering and consumer marketing