Platinum jewellery retailers can now customise the content on their websites with the help of a new technological tool, it has been confirmed.

A study by Platinum Guild International (PGI) USA revealed that consumers looking to buy bridal jewellery are increasingly 'pre-shopping' online before making purchases.

As a result, the body decided to develop the new programme, which includes a range of advice for the best approach to selecting and maintaining platinum jewellery.

In addition, designers and retailers will be given the opportunity to implement a buyer's guide on their websites, which will provide information in areas such as ring styles.

"Our recent study revealed that 50 per cent of bridal jewellery shoppers visited online jewellery store sites to conduct engagement ring research, so there is clearly a great desire for jewellery education online," said Michelle Peranteau, Manager of Marketing Communications for PGI USA.

In order to install the technology, jewellers can visit PreciousPlatinum.com and find the content they require in the 'hints and tips' section of the website.

Platinum jewellery has featured prominently during the current Hollywood awards season, with stars such as Penelope Cruz and Nicole Kidman wearing pieces crafted from the precious metal to red-carpet events.

Source:

PGI-USA offering free platinum website content (01/03/10)

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