Platinum Guild International has started a new style challenge and contest at Couture, which is being held May 28 – June 2 at the Wynn hotel in Las Vegas.

The Platinum Couture Style Challenge provides an opportunity for manufacturers exhibiting at Couture to showcase and draw attention to their most distinguished platinum pieces. A call for contest submissions will go out to manufacturers at the end of April in the following design categories:

* Platinum Couture red carpet: jewelry for celebrity award shows

* Platinum Couture luxury for everyday: jewelry for everyday

* Platinum Couture colors: Platinum set with colored gemstones

* Platinum Couture bridal atelier: High-end platinum bridal

* Platinum Couture bridal boutique: Platinum bridal below $5,000

Judges of the Platinum Couture Style Challenge will include editors from top fashion and lifestyle publications, as well as industry trade editors. Each participating manufacturer will receive exclusive Platinum Couture Style Challenge signage to display in order to highlight the contest piece in their salon window. Judging will take place during the first three days of Couture and on the fourth day, winners will be announced and awarded the official Platinum Couture Style Challenge trophies.

PGI-USA will publicize the winners to both consumer and trade editors; and each category winner will be highlighted in at least two of PGI’s consumer media programs in 2008.

Conceptualized and designed by PGI, The Platinum Couture Style Challenge is an extension of Platinum Guild International’s ongoing commitment to raising awareness and desire for Platinum jewelry. Furthermore, PGI is continually evolving new ways to act as a support and resource for the jewelry industry.

JCK