Platinum Guild International (PGI) has launched its first showroom in Shenzhen, China that places the spotlight on cutting-edge platinum jewellery design trends.
The modern showroom is part of a comprehensive strategy to accelerate the manufacturing and distribution of new generation platinum jewellery designs targeting China’s younger consumers who are redefining trends in the market.
Huw Daniel, CEO of PGI, commented, “Research has shown that the number one barrier to acquiring platinum jewellery in recent years has been the lack of appealing designs, so PGI has worked closely with key industry manufacturers and retailers to fast forward the adoption of new designs. This showroom will showcase the abundance of new designs now available, together with innovative ways to merchandise and brand collections for today’s discriminating consumers.”
The showroom includes premium display cabinets and windows that showcase latest platinum jewellery collections. It is decorated in an elegant blue colour scheme aligned with the metal’s qualities of purity, rarity, elegance and sophistication, and is equipped with multimedia facilities to display the products in a modern and multidimensional format.
PGI provides consumer intelligence, new product development, and sales and marketing services to industry partners to help develop the platinum jewellery market globally. The recent establishment of the Platinum Jewellery Advisory Council in August and the opening of the PGI showroom mark an increasing level of collaboration with industry partners to accelerate the transformation of platinum jewellery in China's fast-changing jewellery market, noted PGI.