The Heart of Platinum

The marketing-savvy Platinum Guild International recently announced its newest focus—hearts. PGI has launched a full-scale marketing program to promote platinum heart-themed jewelry. Armed with one of the classic favorite motifs of fine jewelry, PGI now aims to marry tradition to hipness. Included in the marketing push is a celebrity tie-in called Women With Heart. This segment of the promotion has nabbed such stars as Gwyneth Paltrow, Britney Spears, and Charlize Theron to design one-of-a-kind platinum heart pendants that will be manufactured, displayed, and ultimately auctioned off for the celebrities' favorite charities. The new program is the next step for PGI, which is credited with driving desire for platinum and putting it back on the map in the 1990s. With a firm foundation in the bridal category, PGI now hopes to move the metal into the non-bridal and fashion arenas. P

This content is exclusive to JCK Pro subscribers. Subscribe now to access this and much more with discount code GOPRO21 for $199 for an entire year of access (reg. $249).


Already a JCK Pro? Log in

A JCK Pro subscription is your all-access pass to people and resources on the
cutting edge of the retail jewelry industry, from the industry authority you
know and trust

Learn about the Perks of JCK Pro

Log Out

Are you sure you want to log out?

CancelLog out