At the 2023 China Platinum Jewellery Summit in end-November 2023, Platinum Guild International-China unveiled an ambitious five-year ambition to position platinum as the preferred business differentiator within the jewellery sector.
Through programmes that target both consumers and trade partners, PGI aims to enhance consumer demand and awareness while garnering support and cooperation from partners and retail brands.
Ben Tan, who was appointed PGI’s director of Strategic and Consumer Marketing in August 2023 said: “Platinum is not just traditionally recognised as a symbol of love but also carries emotional significance. Through PGI’s efforts, consumers have become more knowledgeable about platinum. The purchase conversion rate of consumers with platinum knowledge is five times higher than those unfamiliar with the metal."
Tan also underscored the importance of effective communication and understanding consumer needs in bolstering platinum’s position in the market.
A recent survey pointed to growing awareness of platinum’s unique value in enhancing brand image and attracting younger consumers. Platinum not only rejuvenates brands but also offers consumers an unparalleled fresh experience. Its value therefore lies not just in its inherent substance but also in its capacity to offer innovative and unique choices to consumers, positively influencing the development of the entire jewellery industry.
Aruna Gaitonde, Editor in Chief of the Asian Bureau, Rough & Polished
