(February 2005) - The seasons are changing but the effects of this past fall's two local jewelry bashes co-sponsored by Platinum Guild International USA (PGI-USA) and Lux Bond & Green have left an impression on the popular industry retailer and local area Platinum jewelry aficionados that will last well into 2005. 

The two events, advertised in local media, were held in October in Lux Bond & Green's Boston and Wellesley stores. Guests of each event enjoyed cocktails, tasty hors d'oevures and exclusive access to collections of Platinum jewelry from world re-known designers/manufacturers including: Jack Kelége, Michael Bondanza, Steven Kretchmer, Christian Bauer, Varna, Suna Bros., Michael B., and Larter. Going along with the Platinum theme Lux Bond & Green also features Platinum lifestyle items including Platinum accented giftware.

The events not only generated great exposure, local buzz and new customers for Lux Bond & Green, they also helped to build a consumer business opportunity including Platinum jewelry sales.  Platinum jewelry sold as a result of these events included a Platinum and diamond eternity band by Elara Diamonds retailed at $7,500, a Platinum, diamond trios-mounting ring by Michael B which retailed at $6,500 and a Platinum and 3-stone emerald cut ring which retailed at $15,000.

"Platinum rocks! Having platinum events in our downtown Boston store and
brand new Wellesley store ignited an already solid platinum business and began what evolved into an everyday jewelry category growing with platinum sales," stated John Green, President and CEO of Lux Bond & Green.  "Bridal continues to grow and now with our platinum jewelry sales being supported  by our inventory and great designs by designers such as Steven Kretchmer, Michael Bondanza, Jack Kelége, Suna and others the consumers can get great platinum everyday," he added.

These events are an example of what retailers are doing to seize the Platinum Opportunity--the incremental sales opportunity for retailers to seize by simply closing the gap between record high levels of consumer desire for Platinum and actual sales through a variety of business partnership opportunities that PGI-USA will be expanding in 2005.  Among these programs, PGI will be launching a new retail program that provides Platinum education and sales skills including a DVD presentation that takes a sales presentation from beginning to end; available winter 2005.

"We are very pleased with our partnership with Lux Bond & Green. It is our goal to work as strategic partners across all levels of the jewelry industry to supply knowledge, expertise and programs that will help raise awareness for Platinum jewelry and help manufacturers and retailers reap the benefits of large consumer demand by augmenting their bottom line sales, " says Michael O'Connor, Senior Vice President.

Platinum is prized for its Pure, Rare and Eternal qualities:

PURE:  Platinum's purity endows it with a natural white luster, which allows the true radiance of a diamond or gemstone to shine.

RARE:  Platinum is 30 times rarer than gold.

ETERNAL:  Platinum will hold a diamond or gemstone securely, now and for always.

About Platinum Guild International USA
Platinum Guild International, the marketing arm for the worldwide Platinum jewelry industry, is dedicated to promoting Platinum and its pure, rare and eternal qualities to the consumer and the jewelry trade. PGI has offices in each of the world's major jewelry markets, providing information, assistance and education on all aspects of Platinum jewelry.

For more information on Platinum, please visit www.platinumguild.com.

CONTACT:
Antonia Caamaño
Platinum Guild International USA
(212) 404-1605/ acaamano@pgiglobal.com