Platinum jewellery enjoying strong growth in its key markets
Global platinum jewellery marketing organisation Platinum Guild International (PGI) believed that the metal enjoyed strong growth opportunities in the jewellery sector. To turn opportunity into reality, PGI was using a new brand slogan, “Metal of Truth”, to market platinum jewellery. The slogan referenced platinum’s long-term value and presented it as the (not a) symbol of authenticity. Platinum used in jewellery had a high (usually 95%) purity level. “Throughout history, jewellery has always played a central role in expressing meaning, emotions, and self-realisation,” affirmed PGI CEO Tim Schlick. “Our new brand proposition positions platinum as the metal that truly honours these moments. While trends change, truth endures, and platinum is a metal that reflects those true moments better than any other.”
Global platinum jewellery marketing organisation Platinum Guild International (PGI) believed that the metal enjoyed strong growth opportunities in the jewellery sector. To turn opportunity into reality, PGI was using a new brand slogan, “Metal of Truth”, to market platinum jewellery. The slogan referenced platinum’s long-term value and presented it as the (not a) symbol of authenticity. Platinum used in jewellery had a high (usually 95%) purity level. “Throughout history, jewellery has always played a central role in expressing meaning, emotions, and self-realisation,” affirmed PGI CEO Tim Schlick. “Our new brand proposition positions platinum as the metal that truly honours these moments. While trends change, truth endures, and platinum is a metal that reflects those true moments better than any other.”
