Platinum Guild International (PGI) has begun its new sales and marketing training programme in the US, as it seeks to boost sales of the precious metal.

Entitled "Delivering the Platinum Experience", National Jeweler reports that the new campaign will focus on exploring the best ways to capitalise on consumer demand for pgms.

The scheme, which began last week in New Jersey, will travel through 10 cities on its way to finishing in Miami in October.

The PGI says it is aiming to boost sales at all levels of the industry by offering targeted advice - encompassing jewellery store managers, sales associates, and bench jewellers.

PGI platinum expert Terry Sisco will seek to raise understanding of pgms, with PGI director of technical training, Jurgen Maerz, leading technical question and answer sessions.

It is hoped that the scheme will help develop industry understanding of the technical properties of the metal, but also improve general sales techniques and staff management.

From New York/New Jersey the scheme will travel through Los Angeles, Seattle, San Francisco, Dallas, Houston, Boston, Washington, D.C. before the final Miami date.