Platinum Guild International (PGI), the jewellery-marketing arm for the platinum industry today launched a new multi-lingual global web site to reach a more in-depth audience.

Aimed at helping consumers worldwide understand the values and qualities of platinum jewellery,  it also guides them through the decision making process with a gallery of platinum jewellery and advises how to care for it.

The website is the latest addition to an integrated international marketing and communications programme based around the recently launched new platinum global branding initiative . With a brand line and logo deeply rooted in the metal’s intrinsic values, it also reflects platinum's contemporary image. 

Developed from core research the new branding takes into account the feedback and views of consumers across China, Japan, USA, Italy, Germany, India and the UK. Commenting on the new initiative PGI’s CEO, James Courage, said, “We are confident that this new approach is going to help us address the challenges in the market and bring further stimulus to the promotion of platinum jewellery”. 

Designed by internationally renowned brand consultant, Interbrand, the concept and communication strategy aims to encapsulate the very essence of platinum and be valid throughout the world. With the support of the PGI’s strategic planners they evaluated everything learned over 25 years of platinum promotion and took into account the codes of communication which drive the image of luxury goods. Platinum new positioning defines the key rational and emotional elements confirmed in the research – purity, rarity and strength.

Purity relates to the high percentage of platinum (90% to 95%) in jewellery, compared with 75% for 18-carat gold and 58.5% in 14-carat gold.

Rarity relates to the limited availability of platinum: less than 90 tons of platinum jewellery is produced each year compared to over 2,000 tons of gold jewellery.

Strength relates to the unique physical properties of platinum, the best metal for setting precious stones – both in terms of a secure setting and reflecting the true colour of the stones.

In addition to these rational advantages, emotional values spontaneously associated with platinum were also identified and synthesising all these features gave the essence of platinum - inner strength. “The very same definition might well describe the platinum-woman,” comments James Courage. “Determined and sure of herself, perfectly at ease in the society in which she lives.” At the same time platinum is also seen by couples as a symbol of the enduring nature of their relationship.”

There are four elements making up the new global identity of platinum: the colour palette, the brand-line, the brand mark or logo (Pt) and water. 

White is the basic colour of the new advertising reflecting platinum’s association with white daylight and moonlight. This is complemented the blue Pt logo, the shade of which was chosen to communicate the nature of the metal - the research showed blue suggested eternity and purity and was spontaneously associated with platinum.

The brand-line - PURE - RARE - ETERNAL – has a double role: clarifying the information to the consumer with a powerful and precise message and also provides retailers with key sales points. 

The brand logo – The international symbol for platinum “Pt” was maintained as in many markets “Pt” is used as a stamp to indicate the jewellery is platinum.

Water – The consumer research revealed a strong and spontaneous connection of platinum with water. Consequently water will be an important graphic element in the communications programme. There is also a direct association with purity so that the water graphic is a visual reinforcement of the brand line.

As well as the website PGI will be using the new branding in press and TV advertising, supported by new point of sales materials and consumer information.