Le Vian Becomes Case Study for the Power of Platinum
The NY-based jewelry brand is experiencing unprecedented growth in the platinum category through innovation and a strategic partnership with PGI USA
November 15, 2021 (New York, USA) – There’s no denying the power of platinum. For centuries, it has been the metal of kings, a miracle in the medical world and an environmental stalwart. It continues to prove its potential now more than ever, in the capable hands of Eddie & Moossa LeVian and their family-led team. Through a strategic partnership with Platinum Guild International (PGI) USA, Le Vian is reporting platinum sales for the first nine months of 2021 have already surpassed CY2020 sales. This year, the brand introduced four new dedicated Le Vian Platinum Collections, alloyed for higher durability, and sold exclusively via their independent luxury retailer network. In addition, two Le Vian platinum collections were successfully launched at Jared.
New platinum jewelry from Le Vian
“In 2021, our strategic priorities have been focused on what our partners needed to drive their platinum business and how we could be a part of that,” explained Jenny Luker, PGI USA’s President. “From the establishment of our inaugural business development grant to this strategic initiative with Le Vian, we are continuously looking for ways to bring platinum jewelry to a wider audience. Le Vian heard the call and has run with it. To work with a large brand to grow their platinum business outside of bridal has been an extraordinary opportunity, one we hope to see more of in the future.”
According to Le Vian, resilience, a key human characteristic of growing stronger when faced with adversities, reflects platinum’s property of enduring strength. As such, Le Vian forecasted that ‘Platinum Resilience’ was a key jewelry trend for 2022 during their annual Red Carpet Revue™ trend forecast at JCK Las Vegas this summer, garnering more than 350K views on the broadcast-quality livestream of the red carpet event on the brand’s social media platforms. They have expanded and developed specific platinum collections to meet the needs of independent retailers and larger chains, as well as consumer demand. A range in design, from bridal to fashion, diamonds to colored stones, high jewelry to everyday pieces, as well as price point, has proven a key to the brand’s platinum success story.
“Le Vian has set out to reinvent the platinum jewelry industry by bringing a trendsetting fashion point of view to what has been mainly the domain of bridal and classic jewelry categories,” shared Eddie LeVian. “We see the dramatic increase in other precious metal prices as a unique opportunity for Le Vian to use its innovations and weight to launch updated and exciting collections of platinum jewelry, thus driving the popularization of platinum in the US,” says LeVian.
To continue the momentum, platinum jewelry will be prominently featured throughout Le Vian’s advertising leading into the holiday season. This will include a dedicated geo-targeted social media push, an influencer campaign, dedicated digital independents’ catalogs, email campaigns, and trunk shows, featuring multi-million-dollar platinum collections, including one-of-a-kind high jewelry pieces. In print, the brand will partner with Harper’s Bazaar, including a four-page TOC-adjacent spread in the December/January issue.
In looking ahead to 2022, PGI USA will continue to help the industry grow through the power of platinum.