28 | JNA July/August 2024 PERSPECTIVE 精辟视野 | Olivia Quiniquini 程愛莉 | Tim Schlick took over the reins of Platinum Guild International (PGI®) after long-serving CEO Huw Daniels retired this April. Schlick joined PGI as chief strategy officer in 2015 and served as chief operating officer before ascending to the CEO role. Prior to PGI, the business strategist and marketing expert was with DDB China Group, McCann Erickson and Andersen Consulting. He tells JNA his plans for PGI and his assessment of platinum’s prospects moving forward. JNA: You have been with PGI for nearly a decade, handling its strategies and operations. What are you looking forward to as you take over as CEO? Tim Schlick: Over the past years, we have built an incredibly strong set of programmes that are returning value for both our trade partners and our sponsors. I am excited to build on this platform and push the acceleration button for the coming years. But I am most excited about doing so with my incredible team. In our business, nothing is more important than people and collaboration, which are at the heart of our culture at PGI. JNA: What are your priorities? Schlick: I have three main objectives: Championing platinum as the best metal for jewellery and reinforcing its unique qualities among consumers; positioning platinum as a premium value creator in a jeweller’s portfolio and revitalising the trade with new excitement and prospects; and expanding PGI’s expertise and operations into key new markets to tap opportunities for the growth of platinum. JNA: PGI has long concentrated on its four key markets of the US, Japan, India and China. Will you tap other promising areas as well? Schlick: Those four markets remain key for us. We will continue to explore new opportunities there as well as look into new markets such as the Middle East and South Korea. JNA: How do you intend to encourage more trade players to engage with platinum? Schlick: Our programmes are developed to stoke the value flywheel: To boost our partners’ business in and with platinum, which then focuses attention, effort and investment and ultimately gives us more distribution and our partners even more value. We believe that branded jewellery with compelling designs and unique stories will perform better than unbranded, generic products. The 2024 Platinum Jewellery Business Review showcased how PGI creates demand through strategic actions in each market. In China, we continue to encourage the creation of branded collections and focus on technology and innovation to produce the next generation of products. In India, our three digital-first consumer brands target the younger generation with the support of mainline media and co-op marketing programmes for last-mile conversion at retail stores. In Japan, we have created purchasing occasions, first for wedding jewellery, then for female self-purchase, in conjunction with highquality manufacturing. In the US, we highlight design to expand platinum beyond the bridal market and run a business development grant programme to support manufacturers and retailers. Aquamarine and diamond bracelet set in platinum from the Pt® Edition Collection Pt® Edition系列海蓝宝石钻石铂金手链 Tim Schlick, the new CEO of Platinum Guild International (PGI®), is out to unlock new opportunities that create demand for platinum to drive global growth and provide even more value for trade partners. 国际铂金协会(PGI®)新任首席执行官施博天(Tim Schlick)致力 拓展崭新机遇，创造铂金需求，从而推动全球增长，并为贸易伙伴提供更多价值。 Tim Schlick, CEO of Platinum Guild International 国际铂金协会首席执行官Tim Schlick 全面提升铂金的国际市场吸引力 Expanding platinum’s global appeal
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