Platinum Guild India Launches Second Edition of Season of Hope

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Platinum Guild India Launches Second Edition of Season of Hope

Platinum Guild India Launches Second Edition of Platinum Season of Hope

(07 October 2021, Mumbai) - After the success of last year’s retail initiative ‘Season of Hope’, Platinum Guild India has launched the second edition of the month-long initiative from 8 October 2021 to 7 November 2021. Platinum’s Season of Hope will spread out to 1,370+ retailers across the country ushering in the all-important festive and wedding season. As consumers transition into the new normal, once again, there is renewed vigour for marking those special moments in life. This season is expected to further drive consumer sentiment and serve as a ray of much-needed hope and positivity.

The gems and jewellery industry has been impacted due to the second wave of Covid-19. But the country has seen a significant recovery since the markets began to open up in June 2021. Furthermore, some very encouraging factors have emerged from PGI research. It indicates that the young consumers’ appetite to spend on precious jewellery continues to remain strong with 66% expecting to spend the same or more. Also, for platinum consumers, precious jewellery remains important. Many would continue to purchase it, as it retains its value, is personally meaningful and marks significant emotions and relationships that they cherish.

Last year saw this initiative achieve an average growth of 29% over the same period in 2019 for all participating retailers. The digital campaign this year dwells on an insight that emerges from the journey of what most have been through in the past year. The country saw one of its worst crises yet when the second wave of the pandemic hit. Though people witnessed unseen levels of frustration, helplessness, anxiety, and fear, they also discovered the depth of our strength, kindness, compassion and resilience. This in many ways allowed people to learn more about themselves and the relationships they value. It is these discoveries that the latest edition of Platinum Season of Hope marks and celebrates.

Speaking on the campaign, Sujala Martis, Consumer Marketing Director, PGI India says, "2021 has been tough, many went through upheavals. There is a lot we learnt about ourselves and the relationships we value. These learnings have made us better versions of ourselves. Now that one can finally see the light at the end of the tunnel, it's an important transition to mark. The last quarter of the year always brings with itself an irrepressible sense of hope and festivity - it seems apt to mark this transition at a time like this. through Season of Hope, we aim to set the stage for a buoyant festive season."

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