PGI to launch month-long platinum jewellery campaign across India

By

Isabelle Crossley

Published
Apr 18, 2023

The Platinum Guild International will launch a new campaign in the Indian market named ‘Platinum Season of Love’ to run from May 1 to June 1. The immersive campaign is designed to increase demand for platinum jewellery and the PGI expects over 1,500 jewellery stores to participate in its initiative.

“At PGI, our focus has always been on placing the consumer at the forefront, and this initiative is a result of our strategic partnership with retail partners to drive consumer engagement and further strengthen the consideration of platinum jewellery amongst consumers,” said the PGI’s India managing director Vaishali Banerjee, the Gem and Jewellery Export Promotion Council reported pm its website. “We are grateful for the support of our partners to drive the growth momentum for platinum jewellery and make Platinum Season of Love bigger and better year-on-year.”
 
In 2022, the PGI’s India campaign resulted in an average growth in platinum jewellery sales of 102% in over 1,400 jewellery stores in over 300 cities, according to the PGI. The organisation works to increase demand for platinum jewellery in the Indian market and promote the precious metal as a fashion forward investment.

“The Platinum Season of Love campaign has been instrumental in boosting platinum jewellery sales during a crucial purchase period,” said GRT Jewellers’ managing director G.R. ‘Anand’ Ananthapadmanabhan. “We are confident that with PGI's support, this year's campaign will exceed our expectations and generate even more momentum for platinum jewellery among our consumers. Wishing everyone a happy and prosperous Akshaya Tritiya.”