PGI Launches First Showroom in China
October 17, 19
(IDEX Online) - Platinum Guild International (PGI) has opened its first showroom in Shenzhen, China. The opening is part of the organization's strategy to target younger consumers in a country that traditionally values gold. "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," says Huw Daniel, CEO of PGI. The showroom will have a revolving display of new designs which will be changed monthly. They will be showcased in what PGI says is a "welcoming environment that caters to the modern aesthetic of younger consumers." As part of PGI's China focus, the organization established the Platinum Jewellery Advisory Council in August.