10 | JNA July/August 2022 ADVERTORIAL Platinum’s strengths as a precious metal and the emotional connections it builds with consumers make it an optimal choice for differentiation within the fine jewellery industry, said the Platinum Guild International (PGI). According to PGI’s annual Platinum Jewellery Business Review (PJBR), platinum’s unique qualities continue to support consumer demand and further drive margins for the industry, particularly through branded collections that appeal to affluent customers. “PGI is devoted to ensuring that platinum plays a distinctive role within the jewellery industry. To achieve this goal, PGI has been working with partners in integrating platinum into branding strategies to win customers’ hearts. Building brands and stories around branded collections are instrumental to increasing consumers’ willingness to make a purchase. Retailers, manufacturers and designers are increasingly leveraging the unique qualities of platinum to drive their business," said Huw Daniel, CEO of PGI. Through its unique properties and storied history, platinum is well placed today to drive margin growth in the upper-market segment, which is projected to grow much faster than the total market. The PJBR noted that jewellery brands from luxury houses and market-leading retail chains recognised the distinctive qualities of platinum – from its strength and its naturally white colour to its representation of significant meanings and emotions – as a central part of their offering and jewellery-making culture. Iconic brands appreciated platinum’s versatility and suitability for the most intricate and finest designs. In 2021, branded collections proved pivotal in generating value and fostering sustainable business development in the post-lockdown eras of platinum’s key markets. Pt Moment® 鉑金時刻®系列產品 铂金以创造价值为本，推动可持续的新业态 Platinum as a value generator in driving sustainable business Platinum’s differentiating qualities and potential for higher margins make it central to jewellery branding strategies amid disruptions. 铂金拥有与众不同的特质和高利润潜力，在各种挑战下依然成为珠宝品牌策略的核心。
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