ADVERTORIAL 软文 46 | JNA July/August 2024 Platinum, often referred to as the “metal of love,” symbolises everlasting relationships, owing to its attributes of tenacity and steadfastness. As such, it has become indispensable in the world of bridal jewellery. With weddings increasingly picking up since 2023, jewellery demand is also on the rise. The precious metal market is aiming to seize this business opportunity. Younger generations, specifically those born in the 1990s and 2000s, are now primary consumers in the bridal market. And they favour exquisite platinum jewellery and couple rings. According to the 2023 Platinum Jewellery Insight Report, jointly conducted by Platinum Guild International (PGI®) and WWD CHINA, 54 per cent of brides in 2022 chose platinum bridal jewellery while platinum is a preferred engagement ring metal. PGI has strategically set its sights on this thriving “sweet economy,” focusing on weddings. PGI is also broadening the “marriage” concept to encompass “romance,” thereby creating multiple scenarios to express affection and unlocking new avenues of growth for jewellers. Bridal+: New concept for platinum Aiming to establish platinum as the “preferred business differentiator,” PGI rolled out its core development strategy, Bridal+, for 2024. By collaborating with industry stakeholders and harnessing available resources, PGI continuously highlights the differentiating and emotional value inherent in platinum. Platinum, as a rare metal, also resembles the relationship journey since true love, like platinum, is resistant to wear and tear. The tenacity, purity and eternity attributable to platinum also resonate with people’s desire for an ideal marriage. Moreover, platinum’s malleability, ductility and superior texture are perfect for gemstone setting and designing unique, personalised pieces. PGI said, “Emotions driven by the concept of ‘bridal and romance’ will be the catalyst for the future of platinum jewellery in the mass consumer market.” Platinum: The Tenacity of Love In 2024, PGI unveiled an integrated marketing campaign, Platinum: The Tenacity of Love, in collaboration with industry partners. This online and offline campaign includes creating relevant talking points on social media platforms and hosting activities that celebrate love and affection during key shopping occasions such as White Valentine’s Day on March 14, 520 Festival on May 20 and the Qixi Festival on August 10, 2024. These initiatives aim to emphasise the emotional value of platinum to better resonate with consumers and ultimately boost sales of platinum jewellery. PGI kicked off the Platinum: The Tenacity of Love campaign on White Valentine’s Day and held a special programme on social media where Chinese supermodel Xi Mengyao and other key opinion leaders shared their love stories to illustrate special moments inspired by platinum jewellery. Meanwhile, PGI launched the second phase of online and offline promotional activities in late April to capitalise on 520 Festival, an unofficial Chinese Valentine’s Day. Engaging content about love, weddings and nurturing relationships were posted on RED and Duoyin. PGI also highlighted platinum's association with love to raise public awareness on its emotional value. Platinum Guild International (PGI®) rolled out "Platinum: The Tenacity of Love” integrated marketing campaign under its “Bridal+” strategy for 2024 国际铂金协会(PGI®)“婚恋+”年度策略 落地活动——“铂金韧意爱”全域营销联合推广 Integrated campaign fosters platinum ‘bridal and romance’ jewellery 全域营销推广铂金婚恋首饰
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