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PGI continues refining partnership with fashion site
Platinum Guild International (PGI-USA) just launched the latest edition of “Platinum Pairings,” a custom content series produced in conjunction with Refinery 29.
New York--Platinum Guild International (PGI-USA) just launched the latest edition of “Platinum Pairings,” a custom content series produced in conjunction with Refinery 29.
A New York-based fashion and lifestyle website, Refinery 29 is focused on reaching “smart, creative and stylish women everywhere.” Since its launch in 2005, the site, which has articles on beauty, wellness, fashion, celebrities and business, has reached a point where it is attracting more than 10 million monthly visitors and has 1.25 million email subscribers.
PGI-USA’s “Platinum Pairings” program uses three hand-picked R29 style bloggers to view a live selection of platinum jewelry and choose the pieces that speak the most to their personal style.
The latest installment is “9 Investment Pieces You’ll Wear Forever,” with each of the bloggers highlighting three pieces they liked. View all of their picks in the slideshow on Refinery 29.
Jewelry selected by the bloggers ranges from a pair of stackable, barbed wire-inspired earrings from Wendy Brandes (retail $2,000) to price-upon-request pieces from Gumuchian, Erica Courtney and Jacob & Co.
The point of the partnership between PGI-USA and Refinery 29 is to reach Millennial consumers outside of the bridal space--and hopefully pique their interest in platinum fashion jewelry--using a platform that speaks to a larger audience than just the recently engaged.
PGI USA also is supporting its program with Refinery 29 with trade advertising. The trade campaign kicked off Nov. 10 on National Jeweler as well as JCK Online.
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