The world's first organisation dedicated to promoting palladium as a luxurious metal for use in jewellery is commencing a new advertising campaign.

After a period of inactivity for the Palladium Alliance International (PAI), new marketing initiatives have been announced to promote the platinum group metal, according to the MJSA Journal.

Montana-based Stillwater Mining Company is behind the PAI and hopes the series of events will restate the case for palladium jewellery.

In a bid to help the industry better understand the use of palladium, Linus Drogs of Au Enterprises and Chris Ploof of Chris Ploof Studio will host seminars and workshops at trade shows throughout the year.

Kate Peterson of Performance Concepts has been retained by the PAI as sales and education consultant.

Through seminars at trade shows and individual site visits, she will work with retailers and designers on brand development and sales strategy.

"If they are working with the metal, we'll work with them to get the metal sold," Ms Peterson is reported as saying.

Ellen Fruchtman, from the PAI's marketing agency Fruchtman Marketing, said a consumer campaign will launch in September.

"We know from in-depth research the demand for a metal with the attributes of palladium is there in the US," she remarked.

Formed in 2006, PAI has offices in the US and China and is headed up by chairman John R Stark, vice-president of Stillwater Mining Company.

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Palladium jewellery body 'reinvigorated' (21/03/11) 

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