Google+ The Daily Jewel: 9/16/12 - 9/23/12


Saturday, September 22, 2012

Golf & Support Jewelers for Veterans - Oct. 1st

NYSJA Golf Outing Will Support Jewelers for Veterans  
Jewelers and suppliers to tee off Oct. 1

NEW YORK, NY-The New York State Jewelers Association (NYSJA) will hold its Third Annual Golf Outing on Monday, October 1, 2012, at the Willow Ridge Country Club in Harrison, NY. The group has announced that a portion of the proceeds from this event will be donated to the Jewelers for Veterans Foundation. 

The Jewelers for Veterans Foundation is dedicated to connecting U.S. military veterans, men and women, able or disabled, with training and employment in the jewelry industry. Its mission is to address the high unemployment rates prevalent among returning veterans, by offering solutions within the industry. The Foundation pledges to provide assistance on a one-to-one basis, with a highly personal approach to each veteran's needs and wants. Its ultimate goal is to ensure a meaningful job for every applicant who seeks its help and guidance.

"Our U.S. troops returning from Iraq and Afghanistan are skilled, disciplined, and ready to work--yet they're facing one of the toughest job markets in U.S. history," says John A. Politi, Jr., executive director of the Jewelers for Veterans Foundation. "We are grateful for the support offered us by the New York State Jewelers Association to assist our outreach to the brave men and women who have served in our armed forces."

"We welcome any opportunity to help our returning U.S. veterans with the kind of training and employment assistance that Jewelers for Veterans provides," says Mike Wilson, NYSJA president; and owner, Wilson & Sons Jewelers, Scarsdale and Mount Kisco, NY. "The more companies that attend our golf outing, fund sponsorships, or donate to the auction, the larger the donation NYSJA can make to Jewelers for Veterans."

The outing has already secured some fabulous prizes, including a BMW, sponsored by Ray Catena's BMW of Westchester, NY, as a "Hole in One Prize". Other sponsorships and tickets are still available, but going fast. For additional information on tickets, sponsorships, or auction donations, please contact Barbara Keefe, NYSJA executive director, at

To learn more about the Jewelers for Veterans Foundation, a 501(c)(3) not-for-profit organization, click here:

About the New York State Jewelers Association
The New York State Jewelers Association was founded in 1909 to foster, promote and protect the welfare of the jewelers in New York State. With membership now open to all jewelry industry professionals in the United States, the NYSJA represents the top retailers, designers, suppliers, manufacturers, vendors, and gem labs throughout the USA.

Friday, September 21, 2012

Designer Spotlight: Payal and Anuja Kedia Are ALLIA!

Allia meaning supreme and outstanding in Hebrew, represents the qualities that define each piece of jewelry from designer duo Payal and Anuja Kedia.

The Allia collection is known for its exquisite faceted gemstones in unique shapes and color combinations. The contemporary yet classic styles include long chain necklaces, statement earrings, and bold rings that include the signature translucent and opaque gemstones that are bezeled in 18 K gold.

Growing up in Thailand and India, the Kedia sisters draw from their rich Indian hertiage and bring the intricate culture to their style and design aesthetic.

Thursday, September 20, 2012

Sotheby's Important Jewels Brings in Over $16 Million

Today’s auction of Important Jewels at Sotheby’s New York totaled $16,383,856 – well above its $14 million low estimate – and was 79.3% sold by lot. This marks another strong total for our jewelry sales in New York, coming just $100,000 shy of last year’s record for a September jewelry auction at Sotheby’s.
“We were very pleased with the solid results of today’s sale,” commented Gary Schuler, Head of Sotheby’s Jewelry department in New York. “We saw particularly strong prices for unique color diamonds, led by the fancy light pink diamond that soared to $1,426,500 above a high estimate of $700,000. While many of our top ten prices came from American trade buyers, both signed jewels and stones under 10 carats brought spirited bidding from collectors worldwide. Jewels from the estate of Kitty Carlisle Hart, which we were delighted to offer, doubled their overall low estimate and were led by her beautiful art deco diamond sautoir that achieved $146,500 (est. $60/80,000). And in a continuation of a trend we have observed in recent years, natural pearls remain a strong segment of today’s market.”

“We now look forward with great excitement to next week’s sale of Property from the Estate of Brooke Astor, which will offer a wonderful selection of the icon’s personal jewels in the Tuesday afternoon session.”

Lot 490:  Round Brilliant-cut Fancy Light Pink Diamond, 5.08 carats, VVS2 clarity ($280,807 per carat)

Price:  $1,426,500 (£881,971) 

Estimate:  $500,000 - 700,000 

Buyer: American Trade

Lot 471 - Kashmir Sapphire and Diamond Ring, 13.22 carats ($43,759 per carat)

Price: $578,500 (£357,673) 

Estimate: $350,000 - 450,000 
Buyer: American Trade

Lot 466 -  Pear-shaped Diamond Ring, 9.22 carats, F color, VVS2 clarity ($45,824)

Price: $422,500 (£261,222)

Estimate: $350,000 - 450,000

Buyer: American Trade

Lot 487 - Emerald-cut Diamond Ring, J.E. Caldwell, 20.37 carats, L color, VVS2 clarity ($23,687 per carat)

Price: $482,500 (£298,318) 

Estimate: $300,000 - 400,000 

Buyer: Anonymous

Lot 391 - Pear-Shaped Fancy Intense Orangy-Pink Diamond Pendant, 3.09 carats, VS1 clarity ($249,353 per carat)

Price: $770,500 (£476,382) 

Estimate:  $350,000 - 450,000 

Buyer:  Anonymous

Lot 204 -  Pair of Diamond Pendant-Earclips, Harry Winston

Price:  $362,500 (£224,125) 

Estimate: $275,000 - 325,000 

Buyer:  American Trade

Biennale des Antiquaires 2012 Paris Exhibition

Bouquet d'Ailes from the House of Boucheron Emeralds, diamonds, sapphires, morganites, tourmalines, white, pink and yellow gold
As you are probably all aware the Biennale des Antiquaires runs through the 23rd of Sept in PARIS!!!  ...and this post is just an excuse to post some of these stunning pieces!

When you see these designs you will wonder how the designers and goldsmiths for these Couture Houses are able to produce so many detailed and MAGICAL designs in a two year period.

You can find a great preview from The Jewellery Editor - Marie Doulton:

Biennale des Antiquaires 2012 opens to the world

"The doors of the Biennale des Antiquaires in Paris open on a bright early autumn day. The Biennale is host to 150 exhibitors, nearly double the 86 present at the last event in 2010. The 26th Biennale des Antiquaires runs from 14th September to the 23rd at the Grand Palais and alongside the world's most exclusive antique and art dealers are ten of the most desirable jewellers including CartierChanelHarry Winston,BoucheronPiagetVan Cleef and Arpels,Dior and for the first time ever Bulgari and Chinese jeweller Wallace Chan. All of these houses have created their most refined jewels for this event which is the most important high jewellery client event in the calendar that comes but once every two years."

Marie's complete report:

From Piaget - Ultimate seduction for this gorgeous embroidery inspired necklace that is both rare and sumptuous, embroidered with gold filaments and diamonds. Its entirely openwork, articulated structure makes it look like lace. This centrepiece of the collection is made in the same way as a Haute Couture dress, on the bias and finished with a smooth cut. It took more than 800 hours of work to create.
Go inside this Grand Exhibition with The Jewellery Editor...
From Marie: "We take you to the Grand Palais in Paris for the 26th Biennale des Antiquaires. Here you'll see highlights from Boucheron; Bulgari; Cartier; Chanel; Chaumet; Harry Winston; Dior; Piaget; Van Cleef & Arpels; and Chinese jewellery artist Wallace Chan."

One of the most FUN features from the Design Houses has to be this GREAT app from Boucheron - if you are at the exhibition take a photo of your favorite Boucheron piece (good luck with choosing just one) and post it to their Facebook page!

Boucheron at the Biennale des Antiquaires through the visitors eyes: discover the creations that impressed them the most with our digital Guest Book!

Katie Holmes Bronzed Beauty in H.Stern's Ancient America Collection

WOW is all I can say - Katie Holmes certainly has landed on her feet! 

Gorgeous and bronzed Katie relaxes in what looks like nothing more that a silken slip and more elegantly in a taffeta gown in the latest ad campaign for luxury designer H. Stern.
You will see Katie making her US debut for H. Stern's new Fine Jewelry Collection for Fall.  

The collection is based on Ancient America and the native lore that taught warriors if they don the skins of their animal brothers they would acquire the traits that make that particular animal a great hunter, strength, speed, wisdom...and of course their magical powers!

JCK quotes H.Stern as saying...
“Katie Holmes appears as a modern version of the Ancient American woman,” said a statement from H.Stern. “Her casual and chic personal style gives way to a sensual woman with bronzed skin, posing in natural scenes of earth tones with the golden rays of sunshine.”

According to the JCK article the Artistic Direction was led Roberto Stern, President & Creative Director for H.Stern with an assist from celebrity photographer Tom Munro.

Wednesday, September 19, 2012

Tiffany & Co's New Soho Storefront - Video

Tiffany & Co. is celebrating its 175th Birthday and shows no signs of slowing down.  The company just debuted its latest location with the Grand Opening of a new Soho Boutique! 

Artist Danielle Dimston found inspiration in New York City's Soho neighborhood for the fa├žade of Tiffany's new store that feel like part of the community.
Great video of the storefront as it comes together...

Forevermark Announces 'The Center of My Universe' Television Plan

This Christmas holiday season, Forevermark, the diamond brand from the De Beers Group, will bring a powerful commercial to national television. Forevermark previously announced plans to develop a commercial centered on its new ''The Center of My Universe™''concept, made available to all Forevermark retail partners.
Now Forevermark will be running the commercial on a brand level through a national television plan. Through network and cable channels, the commercial will reach affluent men and women during premium programming from mid-November until Christmas. The commercial will also be featured in a variety of high-impact digital video placements, including Full Episode Players and top network websites.
In addition, The Center of My Universe from Forevermark brand campaign will include national newspapers, magazines, other online advertising outlets, social media support, website features, in-store materials, and public relations. Announced at JCK Vegas, Forevermark will launch The Center of My Universe during the fourth quarter.  The product concept provides a twist on a classic design that has been trending upward over the past several years: the halo setting.
The Center Of My Universe will create a unique emotional focus, meaning and relevance around this design motif that is anchored in the strength and brilliance of one central Forevermark diamond. The Center of My Universe concept celebrates her - the unique, beautiful woman he loves who is the central force in his life, holding together and keeping in motion the many different aspects of the universe they share.  She is his everything – the center of his universe.
Forevermark officially launched in the U.S. consumer marketplace in Fall 2011 with support from Forevermark Diamantaire partners including Dali Diamond Company/A. Link, Diarough/Emby International-Uni Design, Eurostar Diamonds International, HRA-Crossworks, Julius Klein Group/Ritani, Leo Schachter Diamonds, Pluczenik Diamond Company, Premier Gem, Rosy Blue, Trau Bros, and Venus Jewel, and Forevermark Manufacturers A. Jaffe, H.J. Namdar, Memoire, Rahaminov Diamond, SES Creations and VJ Designs. Forevermark is available in a variety of independent jewelers nationwide.
Source: Press Release - Forevermark

Tuesday, September 18, 2012

ACCSC Bestows GIA The ‘School of Excellence’ Award

GIA Receives ‘School of Excellence’ Award
ACCSC bestows highest honor to GIA’s Carlsbad campus

Student achievement takes center stage as GIA (Gemological Institute of America) is awarded the Accrediting Commission of Career Schools and Colleges (ACCSC) School of Excellence award for 2011-2012. GIA’s Carlsbad campus joins only 17 schools in receiving the prestigious award this year and was recognized as a recipient of ACCSC’s highest honor at the 2012 Professional Development Awards Luncheon last week.

“One of the critical metrics ACCSC examines is student accomplishment, demonstrated through graduation and employment rates,” said Donna Baker, GIA’s president and CEO. “Outstanding achievement by our students is a testament to their passion and drive, and to GIA’s global commitment to excellence, integrity and ensuring the public trust.”

The School of Excellence Award recognizes ACCSC-accredited schools (numbering 800 in total across the United States and abroad) for their commitment to the expectations and rigors of ACCSC accreditation, as well as the efforts made by the institution to achieve high-levels of achievement among their students.  To qualify for the School of Excellence award, the majority of a school’s programs must meet or exceed a graduation rate of 92% for programs three months or less in length, and 82% for programs from 4-to-6 months in length, and demonstrate an average employment rate of 82%.

“ACCSC congratulates GIA on their commitment to delivering quality educational programs to the students, graduates and employers that deserve our best work,” noted Christopher Lambert, ACCSC’s director of external affairs.

GIA is a nonprofit, private, postsecondary educational institute incorporated for the purpose of promoting education and research in gemology, jewelry manufacturing arts and related subjects.  A comprehensive GIA education is regarded as the pinnacle of training and professional development in gems and jewelry. GIA’s campus is located at its Carlsbad world headquarters.  Just steps from the GIA laboratory, the GIA Museum and the largest gemological library in the world, Carlsbad students enjoy access to industry leaders and a world-class environment.

GIA in Carlsbad is accredited by ACCSC as an institution which includes on-campus education only.  GIA’s New York campus is accredited by the ACCSC as a branch of GIA in Carlsbad. Though GIA offers extensive distance education and laboratory classes, they are considered continuing education (professional development) and do not fall within the purview of GIA’s institutional accreditation by the ACCSC.

In order to be eligible for the School of Excellence Award, an ACCSC-accredited institution must meet the conditions of renewing accreditation without any finding of non-compliance and demonstrate that the majority of the schools’ student graduation and graduate employment rates for all programs offered meet or exceed the average rates of graduation and employment among all ACCSC-accredited institutions.  GIA’s Carlsbad location was the only GIA location eligible for renewal this term. 

GIA was recognized as a 2012 School of Excellence at the 6th Annual ACCSC Professional Development Conference on September-12, 2012 at the Omni Hotel in San Diego, California.  For more information and GIA Carlsbad, please or contact

About GIA
An independent nonprofit organization, GIA (Gemological Institute of America), established in 1931, is recognized as the world’s foremost authority in gemology. GIA invented the famous 4Cs of Color, Cut, Clarity and Carat Weight in the early 1950s and in 1953, created the International Diamond Grading System™ which, today, is recognized by virtually every professional jeweler in the world.

Through research, education, gemological laboratory services, and instrument development, the Institute is dedicated to ensuring the public trust in gems and jewelry by upholding the highest standards of integrity, academics, science, and professionalism. Visit  

For 45 years, the Accrediting Commission of Career Schools and Colleges (ACCSC) has been at the forefront of establishing and advancing quality education at private, postsecondary schools and colleges.  As an accrediting agency recognized by the United States Department of Education, ACCSC is dedicated to ensuring a quality education for 250,000 students who annually pursue career education at 800 accredited institutions.

ACCSC’s scope of recognition with the U.S. Department of Education includes the accreditation of private, postsecondary, non-degree-granting institutions and degree-granting institutions, including those granting associate, baccalaureate and master’s degrees, that are predominantly organized to educate students for occupational, trade and technical careers, and including institutions that offer programs via distance education. More information on ACCSC is available online at

EFX Performance Jewelry Designed by KD Luxe

Introducing EFX Performance Jewelry

/ - Many people are becoming more familiar with holographic technology and how it can benefit their lives. EFX would like to announce that they have released this exciting new jewelry line to reach beyond the sports arena. 

Each style of the new EFX Jewelry line is embedded with the EFX patented hologram technology. Designed by KD Luxe, exclusively for EFX, each piece combines style and technology that can be worn in the most exclusive of venues.

Here are the four designs for the new EFX jewelry line: 

Woven Leather Men's Bracelet - Features a woven leather band, connected to a steel sliding clasp. This bracelet includes 2 EFX holograms. 

Woven Leather Charm Women's Bracelet - Woven leather band, connected to a stainless steel EFX Charm featuring 2 EFX holograms on each side. A magnetic clasp secures the bracelet around your wrist. 

Stainless Steel Link Men's Bracelet - Beautifully simple stainless steel link bracelet. Heavy duty design fits comfortably around wrists of all sizes. The front features the classic debossed EFX logo with an extraordinary jewel-like hologram. 

Stainless Steel Charm Women's Bracelet - Feminine weight stainless steel charm bracelet. Features a classic look with 2 embedded holograms featured in the dangling charm. 

Founded in 2009 and based in Orange County, California, EFX Performance, Inc. arranges for the manufacturing, licensing and distribution of holographic performance technology throughout the world. EFX holographic performance technology is embedded in a line of products including wristbands, necklaces, insoles, clothing and now jewelry that are worn on the body. EFX products are worn by people from all walks of life including professional and amateur athletes, performers, celebrities, military personnel, and senior citizens. 

Monday, September 17, 2012

Centurion Emerging Designers - DEADLINE Sept. 30th

Press Release Logo
Fifth Annual Centurion Emerging Designers Competition
Sponsored By Stuller
Deadline for Entries: September 30, 2012
Winners Receive Complimentary Exhibit at Centurion Scottsdale 2013


Merrick, NY--The deadline for Centurion's fifth annual Emerging Designers Competition is less than two weeks away! The competition, sponsored again this year by Stuller, will award three lucky winners a complimentary exhibit at Centurion Scottsdale 2013, to be held in Scottsdale, Arizona, February 2-6, 2012. Deadline for entries is September 30, 2012.

"Centurion is very proud to host this competition," said Centurion president/CEO Howard Hauben. "The winning artists embody creative talent and we are delighted to introduce them to the Centurion attendees, the nation's finest jewelers. We are also very pleased to have Stuller as our sponsor again for the 2013 Emerging Designers Competition."

Stuller's executive director of marketing and public relations, Ashley Brown, agrees. "Stuller has supported designers, craftsman, and artisans for 42 years, and we are thrilled and honored to sponsor the Centurion 2013 Emerging Designers Competition. Exposing little-known talent to top end buyers is one way the Centurion Show and Stuller seek to provide the jewelry business a foundation for continued success through valuable partnerships. New styles, collaborations and innovations will keep our industry relevant in a competitive consumer landscape."  

The competition is open to all designers, regardless of experience, formal training or background in jewelry design, as long as they meet the following criteria: 1) they have never before exhibited in a U.S. fine jewelry trade show; 2) they have the ability to exhibit at a trade fair; and 3) they have the ability to supply high-end retailers should they want to purchase the line.

Jamie Cassavoy, pictured below with one of her signature pieces, was a winner in the 2012 competition. She received one of the free exhibition spaces and said, "The experience of winning the Emerging Designer award was nothing short of amazing. The chance to show my work at a show as prestigious as Centurion was incredible. I got really great feedback for a line that is in its first year of production, in addition to receiving orders--which was unexpected and icing on the cake. I also have to say that Howard, the Centurion team as a whole, and the buyers and vendors were all incredibly gracious, supportive and friendly. I wish I could do it all over again!!"  

Entry deadline for the 2013 competition is September 30, 2012.

For full rules and to participate, click on the PDF link below. The form must be completed and emailed along with three high-resolution images and descriptions (the images may be sent in several emails if more than 3 megs each). Emails should go directly

Click here to access the rules and entry form, or if you can't access the direct link, copy and paste the URL below into your browser's address window to access the entry form: 

Since its 2002 debut, Centurion has become THE annual kick-off show for top-level retail jewelers and their vendors. Centurion not only represents a new industry standard, but also represents a new business model. The Centurion ownership structure is split 50/50 between show management and exhibitors. This format is a winning combination for Centurion attendees, as they remain the focus of both show management and exhibitors to ensure an unparalleled buying experience.

Centurion, 1745 Merrick Ave., Ste. 5, Merrick, NY 11566 USA 
(516) 377-5909; fax (413) 683-1333 

GIA Opens Campus For Jewelry Career Fair!

Opportunity Sparkles in the Business of Bling
GIA hosts jewelry career fair on Oct. 5 in Carlsbad, CA


WHO:            GIA (Gemological Institute of America)

WHAT:          On the heels of a successful New York City event with over 800 attendees, GIA’s Jewelry Career Fair – the industry’s preeminent recruiting event – will return to GIA’s worl headquarters in Carlsbad on Oct. 5 with a panel of industry leaders, an expert session on jewelry trends, one-on-one career coaching and hiring opportunities in gems and jewelry.

Representatives from gem and jewelry companies, including marketing, sales, design and manufacturing, will be looking to hire skilled and motivated professionals at every career stage.

GIA’s Jewelry Career Fair is FREE and open to the public. This event marks the one time a year when GIA’s beautiful Carlsbad campus is completely open to the public.

WHEN:         Friday, Oct. 5
                       8:00 a.m. to 2:30 p.m.
WHERE:       GIA World Headquarters
 5345 Armada Drive
Carlsbad, CA. 92008 
MORE:         GIA, creator of the famous 4Cs of diamond quality (Color, Cut, Clarity and Carat weight) and the International Diamond Grading System™, has educated more than 325,000 gem and jewelry professionals worldwide.

The 81-year old nonprofit institution is dedicated to ensuring the public trust in diamonds, gemstones and pearls through its education programs, laboratory services and research discoveries. GIA has graded some of the world’s most famous diamonds and gemstones, including the Hope Diamond, Taylor-Burton Diamond and Centenary Diamond.

GIA’s Jewelry Career Fair began in 1991 and has taken place at the Carlsbad world headquarters, as well as in Los Angeles, Bangalore, Las Vegas, Mumbai and New York. For more information, email careerfair@gia.eduor visit

Sunday, September 16, 2012

Style Expert, Michael O'Connor's Jewelry Trends for Emmy


Michael O’Connor Hosts Jewelry Style Event for Show Nominees and Presenters

Next week, Michael O’Connor, leading style expert and host of MovieStyle with Michael O’Connor on Reelz Channel, will host StyleLab’s jewelry event for Primetime Emmy Award nominees, presenters and stylists at a private venue in Los Angeles. O’Connor has curated a selection of one-of-a-kind jewelry pieces from world-renowned designers for celebrities to borrow for the red carpet. 

From multi-colored gemstone earrings to diamond cufflinks, O’Connor will accessorize Hollywood’s leading stars with the most exquisite, highest quality jewelry.

O’Connor sees an overall fascination with bold and glamorous accessories this year – many looks reminiscent of Hollywood’s heydays. As the Primetime Emmy Awards quickly approach, O’Connor offers the following trend predictions: 

Richly Multi-hued Gemstone EarringsExpect bold, multi-colored gemstone earrings, like Cleopatra would have coveted, to make a swinging splash on the red carpet. A stunning pair from Abellan New York includes over 24 carats of turquoise, ruby, rubellite, and emerald. The American Gem Trade Association (AGTA) showcases a pair of couture chandelier earrings from Jane Wullbrandt featuring aquamarine, morganite and yellow beryl with green tourmaline.

...and, who can resist designer Pamela Huizenga’s peridot and tourmaline linear drops?

Provocative and Stackable CuffsWhen they’re good – they’re very good, so why not show them off! Chunky cuff styles with large gemstones will be prevalent worn as an impactful solo, or in Mae West inspired stacks. Designers Bellarri, Just Jules, and Mark Lash craft both modern and vintage-inspired designs with intricate detailing and prove that too much of a good thing, can be wonderful!

King of the Forest Nature-inspired DesignsDesigners like Farah Khan take a cue from nature’s beauty with crafted “Lion” earrings with diamonds and Zambian emerald drops, and flower shaped jewelry with diamonds.

Not a cowardly piece, but certainly nothing to be afraid of.

Silver-Screen Black and White CombinationsInstead of the traditional black and white diamond look, these jewelry designs from Rina
Limor are made for HD and Technicolor, mixing black jade and onyx with moonstones or
diamonds for dramatic Hollywood style. Ideal for Julia Louis-Dreyfus. 

Deliciously Iconic Pearls
Not just for breakfast at the very famous jeweler, Cultured, Tahitian and South Sea pearls will offer elegant and timeless options on the red carpet with modern twists. A must for vintage lover Zooey Deschanel, these new pearl designs from Mastoloni will feature mega-drop earrings, and multiple line bracelets. AGTA’s cocktail ring by Baggins includes ten large, elongated Tahitian Keshi pearls set in a floral pattern that would make Holly Golightly proud.

Sexy Statement Necklaces with PendantsRight from the runways to the necklines of the hottest Hollywood stars like Sofia Vergara, collar necklaces are making a style statement and a dramatic comeback.

Jewelry by Gail offers a unique twist on this trend by adding a large cobalto calcite druzy drop pendant – perfectly drawing attention to the top of a strapless gown. 

The Glamorous Wife
Look out for cushion cabochon cut, pear-shaped richly hued tanzanite and diamond earrings from Takat. Julianna Margulies would look stunning in these earrings! With over 33 carats of tanzanite and priced at $80,000, these earrings will definitely draw attention to the lucky lady wearing them. 

Mad Men Meets Big Bang TheoryTraditional square cufflinks are taking a backseat to styles with interesting patterns in new and technically advanced contemporary metals. Designer Edward Mirell’s pieces include woven detailing, diamonds, and black titanium.


For those of you that sell Platinum Jewelry - the new multi-media campaign from PGI-USA looks fabulous!


NEW YORK, NY (August 29, 2012)— Platinum is the most precious of metals, renowned for its remarkable properties.  Often chosen for engagement rings and wedding bands, platinum symbolizes a love that will last forever. Why? Unlike metals that will change color and wear away over time, platinum is naturally white, so it will never fade and it is durable, so it will not wear away.  Platinum will literally stand the test of time. 

Platinum Guild International (PGI-USA) has launched a successful new online multimedia media campaign called “Test of Time” to highlight platinum’s unfading and unchanging nature. The program consists of various units, including an expandable banner ad that contains video with style tips and platinum information, a gallery of jewelry to browse, and an interactive ring for consumers to learn more about platinum. Banners are hosted on The Knot and Martha Stewart Weddings websites and a static banner ad lives on the David’s Bridal website.  The campaign is designed to provide further education on the benefits of platinum, particularly that it is a pure white metal that will never fade.   All of the units lead the consumer to additional platinum education on

The campaign is one of the most effective for PGI to date.  It is currently outperforming industry benchmarks given the following recorded statistics:  a click-thru rate of 0.35%, versus a 0.13% average for jewelry ads; interaction rate of 3.08% versus 0.09% average; a 0:30 seconds average time spent on the banner versus 0:09 seconds average; and higher quality traffic to with up to 2:39 minutes spent on the site and 2.34 pages per visit versus the historical expectation of 1:55 and 1.89 respectively.  The data is undeniable!

“Platinum is the best choice for engagement rings, wedding bands and other fine jewelry that symbolizes life’s most memorable moments,” says PGI-USA President Huw Daniel. “The ‘Test of Time’ creative schematic brings the qualities of platinum to life in a way that allows the consumer to make this connection and the overwhelming response has proven this.”

To view the “Test of Time” expandable banner ad in action, please visit the Martha Stewart Weddings page.  For more information, contact Amanda Tropila at 212-404-1605 or

About PGI-USA:
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 each of the world's major jewelry markets, providing information, assistance and education on all aspects of platinum jewelry. For more information please visit


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