Earlier this month, Platinum Guild International (PGI)  opened the first showroom exclusively showcasing platinum jewellery in Shenzhen, China. The jewellery displayed in the new showroom encapsulates  “cutting-edge design trends”, the organisation stressed.

“The state-of-the-art showroom is part of a comprehensive strategy in China to accelerate the manufacturing and distribution of new generation platinum jewellery designs targeting younger consumers who are redefining tastes and trends in the world’s largest platinum jewellery market,” PGI said in a statement released after the inauguration of the showroom.

Featuring premium display cabinets and windows, the new showroom is decorated in an elegant blue colour scheme “aligned with the metal’s qualities of purity, rarity, elegance and sophistication”. Moreover, it is equipped with various multi-media facilities “to display new jewellery products in a modern and multi-dimensional format”, PGI emphasised.

The organisation said that the window displays will be “refreshed” every month “to showcase industry partners’ new and distinctive platinum jewellery collections in a welcoming environment that caters to the modern aesthetic of younger consumers”. 

Huw Daniel, CEO of PGI commented: “Research has shown that the number one barrier to acquiring platinum jewellery in recent years has been the lack of appealing designs, so PGI has worked closely with key industry manufacturers and retailers to fast forward the adoption of new designs. This showroom will showcase the abundance of new designs now available, together with innovative ways to merchandise and brand collections for today’s consumers.”

Ms. Pui Poon, Managing Director of PGI China, adding to Daniel’s statement said: “The opening of a showroom in Shenzhen provides a stronger presence for platinum jewellery in the traditionally gold intensive jewellery manufacturing hub of China, and will further showcase the platinum jewellery industry’s advanced craftsmanship and cutting-edge designs to expand the business potential of China.”

PGI plays a significant role for the segment as it  develops the platinum jewellery market globally “by providing consumer intelligence, new product development, sales and marketing services for its various industry partners”.

“The recent establishment of the Platinum Jewellery Advisory Council in August 2019, and the opening of the PGI showroom mark an increasing level of collaboration with leading industry partners, to accelerate the transformation of China's fast-changing jewellery market,” PGI stated.

Pic Cap: PGI's new platinum jewellery showroom in Shenzhen

Pic Courtesy: PGI