PGI Partnership Goes Platinum

Following on the success of its new “Gone Platinum” advertising campaign, Platinum Guild International this month is unveiling a new retail partnership program—two years in the making—that’s designed to attack the “platinum opportunity gap” head-on. The Preferred Platinum Partner Program will be unveiled to the industry at a special breakfast presentation during The JCK Show ~ Las Vegas this month, with the first round of program-related consumer advertising set to break this fall in fashion, bridal, and lifestyle magazines. “Historically, PGI is adept at working with manufacturers, but the biggest issue [in selling platinum] is at the retail level,” says Michael O’Connor, PGI senior vice president. Sales associates aren’t adequately prepared to show the value of platinum—they can’t explain to a customer why one white metal ring costs $500 and another is $1,

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