Jewellers have been encouraged to submit 'entry-level' platinum pieces for promotion at a number of outlets this year, it was confirmed yesterday (29th April).

Leading marketing body Platinum Guild International USA has launched a project aimed at making platinum designs more accessible and affordable for the average shopper.

The pieces can be new or existing but must feature at least 850 parts per 1,000 of the precious metal in order to meet International Organisation for Standards guidelines.

"We need your help to create and produce platinum product at a variety of price points that will enable customers to purchase the product that they desire," said the body.

The categories available are engagement ring semi-mounts under $1,000 or $2,500, engagement ring complete pieces under $2,500, wedding bands under $500, $1,000 or $1,500 and fashion jewellery under $2,000 or $3,500.

All products entered will be considered for Platinum Guild International USA's consumers communications throughout 2010-11, such as the Platinum Innovation Challenge JCK 2010 and the JCK Hospitality Suite.

Images of the pieces will also appear on the body's website and be eligible for its bi-annual Editor Days, which are platinum jewellery showcases for consumer and trade editors.

Platinum Guild International USA offered educational seminar for retailers at the recent Atlanta Jewelry Show.

Source:

PGI-USA calls for 'entry-level' platinum designs (29/04/10)

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