Platinum jewellery rebrands in global strategic shift

Platinum Guild International (PGI) has launched a sophisticated new brand proposition for platinum jewellery, establishing it as the “Metal of Truth.” With a more culturally influential and emotionally resonant concept, it aims to stimulate consumer potential and lead the industry towards a strong revival.

According to PGI CEO Tim Schlick, this more emotional messaging connects with consumers seeking substance, provenance and purity in their jewellery choices.

“The objective is to present platinum more astutely and strengthen our brand partners while introducing, for the first time, a cohesive global positioning for platinum jewellery,” said Schlick, adding that high gold prices reaffirm platinum’s standing as the white jewellery metal of choice.

In China, the new concept focuses on platinum’s tenacity, resilience and authenticity – qualities that strongly resonate with discerning consumers. Pui P. Poon, managing director of PGI China, explained, “Chinese consumers prioritise two elements when investing in luxury items: Better value and quiet luxury. Platinum is a quiet precious metal that currently offers exceptional value.”

PGI is creating distinct emotional anchors for platinum jewellery by aligning strategically with contemporary lifestyle trends in the Chinese market, specifically athleisure, environmental consciousness and the arts through targeted brand collaborations and information campaigns.

Global momentum for platinum jewellery is buoyed by substitution gains, with jewellers transitioning from white gold due to escalating gold prices, said Schlick. Technological advancements likewise drive innovation in platinum jewellery manufacturing. “The past two years have witnessed more progress in platinum technology and innovation than the last two decades. We now help the trade overcome manufacturing and design challenges, bringing platinum on a par with other precious metals, so they can capitalise on unique growth opportunities,” he disclosed.

Aside from its four key markets of China, India, Japan and the US, PGI is focusing on regions showing substantial growth potential, particularly the Middle East and Southeast Asia. It is also making significant inroads with next-generation consumers, expanding beyond traditional bridal and love-gifting segments to capture the growing self-purchase market. Schlick said, “We are best suited for the future as we offer young consumers the rarest, purest metal but with a visibly different and contemporary look.”

To ensure that current upstream inventory-building translates into greater consumer demand, PGI is deploying comprehensive marketing assets, retailer support programmes and specialised training platforms such as Platinum 101 and Platinum ABC.

News by JNA