(22 December, 2019) Dongguan – Platinum Guild International (PGI®) China launched its 2019 roadshow, “Live Your Authentic Decision, with Platinum Inside”, in Dongguan with a grand opening ceremony at the Dongguan Dongcheng Wanda Plaza. Jointly organised by PGI, Dongguan Wanda Plaza, Suning Plaza and several prestigious jewellery brands, it is the last event of PGI China's 2019 roadshow before the festival season. It was created to communicate the culture and values of platinum to a younger generation of consumers and to champion the notion of inspiring consumers to authentically follow their hearts and stay loyal to the choices that will make their life shine like platinum.

PGI 2019 roadshow in Dongguan

PGI is committed to promoting the development of the platinum jewellery industry across China through a young customer-focused marketing strategy. Alex Ye, Director of Business Development of PGI China, said at the event, "Today, we are honoured to bring the 2019 roadshow 'Live Your Authentic Decision, with Platinum Inside' to Dongguan. Dongguan is a very young and modern city, and one of Chinese cities with the most vibrant economy. The development of technology, culture and fashion all laid a solid foundation for the growth of its jewellery industry. We hope this event will further fuel the development of the local platinum jewellery market and cement positive communication among all local platinum jewellery industry participants."

Other senior executives attending the event included Pui P. Poon, Managing Director of PGI China, Representative of Dongguan Dongcheng Wanda Plaza, and Mr. Peng Peng, General Manager of Suning Plaza, as well as senior executives from respected jewellery brands like Lukfook Jewellery, Chow Tai Fook, Chow Sang Sang, TSL, 3D-Gold, Lao Feng Xiang, CRD, Chow Tai Seng, Cuihua, Zhou Liu Fu, LORDGEM, China Gold, Luk Kwai Fook and media.

PGI 2019 roadshow in Dongguan

The theme of PGI’s new commercial, “Live Your Authentic Decision, with Platinum Inside”, matches the dreams of young consumers, inspiring the next generation to stay authentic in their actions, to build a life that shines as brightly as platinum.

The event venue was immersed in an astral-themed atmosphere with a delightful crystal ball performance. Guests jointly lit a light fixture in an astral shape representing the bright future of the platinum jewellery industry. PGI also integrated the online and offline marketing activities of the roadshow on social media and in media.

PGI 2019 roadshow in Dongguan

In addition, PGI has teamed up with major jewellery brands to showcase their new platinum jewellery collections.

Models wearing platinum jewellery