Platinum Guild International Jewelry Association:
Making Platinum the Metal of Choice for Jewelry
The Challenge
Platinum competes with other precious metals and alternative materials for media attention and consumer preference. Many consumers were unaware of the unique benefits of platinum, particularly when making bridal and luxury fashion jewelry purchases. Over the past two decades, our mission has been to educate the media, amplify platinum’s visibility, and position it as the ultimate symbol of everyday luxury and durability.
The Strategy
To drive awareness and desirability, we developed strategic influencer and media relations programs that positioned platinum as the best choice through celebrity partnerships, wardrobe stylist initiatives, bridal specialists, and top jewelry designers. Our initiatives included:
Exclusive Collaborations: Partnering with Rachel Zoe, Monique Lhuillier, Micaela Erlanger, and other industry leaders to promote platinum’s prestige.
Celebrity & Red-Carpet Exposure: Featuring platinum jewelry in celebrity placements, amplifying visibility in high-profile events.
Jewelry Designer Engagement: Cultivating relationships with hundreds of designers, ensuring their platinum pieces received media recognition.
Creative Platinum Showcases: Producing unique marketing activations, such as collaborating with a designer to promote the world’s most expensive manicure made with real platinum and diamonds, generating buzz at media and influencer events.
Expert-Led Media Features: Positioning Platinum Guild International executives as trusted sources for jewelry trend stories, engagement ring insights, and industry news.
The Results
Major Media Coverage: Secured platinum trend stories and product placements in People, Us Weekly, WhoWhatWear, Town & Country, Daily Mail, Forbes, and Page Six, among others.
Consistent Red-Carpet Recognition: Celebrities and stylists continue to select platinum for major events, reinforcing its luxury status.
Influence on the Industry: Top jewelry designers now proactively include platinum mentions in their own media communications, further amplifying its market presence
The Impact
Through innovative storytelling, high-profile partnerships, and strategic media engagement, we have helped solidify platinum’s position as the premier choice for bridal and special jewelry.
