Platinum Guild International (PGI) has just opened its first store in Shenzhen, China.

The new store is a part of PGI’s strategy to accelerate the manufacturing and distribution of new-generation platinum jewellery designs. 

“Research has shown that the number-one barrier to acquiring platinum jewellery in recent years has been the lack of appealing designs, so PGI has worked closely with key industry manufacturers and retailers to fast forward the adoption of new designs,” said Huw Daniel, CEO of PGI. “This showroom will showcase the abundance of new designs now available, together with innovative ways to merchandise and brand collections for today’s discriminating consumers”.

Premium cabinets and windows were installed in the showroom along with multimedia devices to display its partners’ platinum jewellery collections. Blue is used as the theme colour of the store.

PGI China MD said the new Shenzhen outlet will provide a stronger presence for platinum jewellery in the traditionally gold-intensive jewellery-manufacturing hub and showcase the platinum jewellery industry’s advanced craftsmanship and designs to expand its business potential in China.