A series of events across the US have been held by retailers over the past few months as part of a campaign to promote platinum jewellery.

Created by Platinum Guild International USA (PGI), the Platinum Opportunity event was designed to highlight the various platinum pieces that retailers offer and to generate interest among shoppers in platinum jewellery.

In conjunction with some national magazines such as Glamour, Harper's Bazaar and InStyle, the event saw retailers across the country hold promotions and showcase various items of platinum jewellery, from the most exclusive and expensive, eye-catching pieces to more affordable articles.

According to JCK Magazine, the parties have also seen a number of special guests appearing in stores across the US, with designer Jeff Cooper at a Robbins Brothers event and Harper's Bazaar merchandising editor Jane Loddo delivering a fashion trend presentation at Cornell’s Jewellers.

Platinum jewellery has been growing in popularity across the world in recent time, largely helped by the number of celebrities spotted wearing platinum items and the PGI's Platinum Opportunity is looking to capitalise on that popularity.


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