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PGI partners see 20 percent increase in platinum sales

January 31, 2007

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New York—Halfway through Platinum Guild International's (PGI-USA) latest program—the Preferred Platinum Partner Program (or 4P)—participating jewelers have already reported sales gains up to 20 percent in the category, according to PGI.

The program provides support to all levels of the supply chain, with a focus on keeping consumer demand for platinum jewelry high and driving consumers to retailers who sell platinum jewelry. The program's ultimate goal is to turn consumer desire for platinum into sales and increased dollar profits for manufacturers and retailers.

The national advertising component of the program has provided partner manufacturers and retailers with more than 81 million consumer impressions through bridal and fashion magazines.

In addition to publicity, PGI has provided training to more than 2,000 in-store sales associates nationwide in an effort to augment their platinum knowledge and selling techniques. Many sales associates have also completed an additional DVD mastery course on platinum sales.
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