Platinum Guild International USA launched its first in a series of breakfast events Oct. 5 hosting key New York jewelry trade representatives at their New York offices. Attendees included platinum jewelry companies such as Furrer Jacot, Lazare Kaplan, Sasha Primak, Suna Brothers, and Superfit.
The new breakfast events, being held throughout 2007 and 2008, are designed to give the jewelry trade the full “platinum experience” so they can further understand PGI’S messaging. The series involves in-depth brainstorming and mimics a “round table” effect where jewelry trade representatives can share their ideas and also learn about the latest advantages of designing in platinum.
The first breakfast in the series involved greeting guests in true “platinum” style, with a glass of champagne and then guests were given time to mingle with fellow industry members. PGI played a consumer experience ribbon video outlining all of the touch points at which PGI is engaging and educating the consumer on platinum’s features and benefits. The video featured more than 200 examples of PGI print and broadcast successes.
The breakfast also allowed PGI to showcase consumer bridal research from a variety of sources and highlight the enormous potential that exists for the jewelry industry by “taking back the wedding” and maximizing profit potential with the platinum engagement ring and wedding band bridal consumer. PGI exemplified to their guests how the jewelry industry can maximize the profit potential particularly with the bridal consumer and how the elements of the wedding, such as the engagement ring and wedding bands, are not getting the attention they deserve in the wedding planning process.
The next “Platinum Experience” breakfast is scheduled for this December.