Reaching the Millennial Consumer;
Platinum Guild International Kicks off Fourth Quarter with New Online Activities
Ending the year on a high note and paving the way for a fruitful 2014, Platinum Guild International has kicked off the fourth quarter with a variety of exciting activities geared towards the millennial consumer. Through its consumer media programs, PGI USA is working in collaboration with retailers, manufacturers and designers to promote platinum design and the unique qualities of the metal to this audience where they are spending the most time: online. Research shows that millennial consumers gather information online before purchasing in store so, in addition to platinum design, the programs also offer the consumer the education he/she should be armed with when making a bridal jewelry purchase.
A new online platinum ad campaign called “The Platinum Difference” will appear on The Knot, Martha Stewart Weddings, Refinery29 and Colin Cowie Weddings . The campaign explains this “difference,” the enduring nature of platinum jewelry, by drawing the connection to life’s unfading moments, for example the “experience” of an adventure as opposed to a mere photograph. The banner campaign will also feature an expandable unit, which expands within the website the user is on. This will encourage and allow the consumer to take a deeper dive into the qualities of platinum, as well as explore a gallery featuring multiple platinum pieces, and view video. The new campaign will hit sites in November.
As a leg of its partnership with PGI USA, the Colin Cowie Weddings website has recently launched its gallery of Colin Cowie’s Platinum Jewelry Must Haves. The gallery features platinum rings and jewelry that are timeless not only in style but in nature. Crafted in naturally white platinum, the pieces are everlasting. Visit the gallery here and stay on the lookout for more platinum posts.
In addition to continued programs with key bridal websites, PGI USA has also kicked off a partnership with the largest independent fashion and lifestyle website in the United States Refinery29. Refinery29 is a new territory for PGI-USA whose online programs typically live within the bridal space, but as a go-to resource for all things fashion, jewelry and lifestyle, Refinery29 is a relevant outlet to showcase platinum jewelry in both the fashion and bridal realms. As part of this program, Refinery29 is curating platinum jewelry online lookbooks based on jewelry trends that they have identified. The latest trend is platinum engagement bands, a theme for those looking for something a little different than the traditional engagement ring. Check it out here:
“This year, we have continued to increase the exposure of platinum in the online space,” says PGI USA President Huw Daniel. “The millennial consumer is tech-savvy and is gathering more information online before going to a store to make a purchase. We are gearing our programs to find the consumer in their own space and are thrilled to work with a diverse group of partners who allow us to do so in interesting, creative and informative ways. We look forward to continuing this momentum in 2014.”
Platinum is naturally white and, unlike other white metals, will never change color or fade so it is the perfect choice for jewelry that symbolizes a lasting relationship. See more facts about platinum, platinum jewelry designs, retailer locations and much more on www.preciousplatinum.com. The website has recently been revamped to provide for a more user-friendly experience with an easy-to-navigate design gallery and accessible information and tools.
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About Platinum Guild International (PGI):
Platinum Guild International is dedicated to promoting platinum and its pure, rare and eternal qualities to the consumer and the jewelry trade.PGI has offices in the US, China, Japan, India and London, providing information, assistance and education on all aspects of platinum jewelry. For more information please visit
PGI- USA’s Pinterest page: www.pinterest.com/
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