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PGI taps designer to promote platinum
Platinum Guild International announced that it is partnering with designer Monique Lhuillier to promote the metal across a number of mediums.
Through the partnership, Lhuillier will speak to the advantages and qualities of platinum and why it was her metal of choice.
According to PGI, Lhuillier will incorporate her preference for the metal into public relations activities, including broadcast and print interviews, as well as hosting exclusive press lunches. Her messages will be promoted through the social media platforms of both the designer and PGI.
The Platinum Guild also will showcase a selection of Lhuillier’s platinum bridal jewelry collection created for sale on Blue Nile at its spring editor preview event, scheduled for May 6 in New York.
Lhuillier is known for her bridal and ready-to-wear collections. She first entered the fine jewelry market two years ago with a collection of platinum engagement rings and wedding bands via her exclusive partnership with online retailer Blue Nile.
RELATED CONTENT: Blue Nile teaming with Monique Lhuillier
She since has expanded those offerings into a full jewelry line. She has four collections designed to appeal to different styles: Romantic, Modern, Antiquity and Tradition.
“Our partnership with Monique Lhuillier is one of our most exciting initiatives to date,” said PGI-USA President Huw Daniel. “Monique made a conscious decision to have her debut bridal jewelry line available exclusively in platinum. She has a natural affinity with platinum for its premium look, feel and durability, and her presence in the bridal space naturally complements platinum’s leadership role.”
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