After two successful editions, the Platinum Guild International (PGI) has announced the kick-off of this year’s edition of its Season of Love platinum jewellery promotional initiative in over 1,000 participating retail stores across India. The initiative gives consumers the opportunity to win free jewellery, a couple holiday and dining out experiences.
The PGI has positioned platinum jewellery as an emotional symbol in India and has consistently targeted a younger age group with its promotions. The Season of Love initiative has been part of this emotional branding exercise and has become increasingly popular with retailers.
According to the PGI, last year’s initiative delivered increased consumer footfalls to retail stores and platinum jewellery sales grew to 52 percent of totals from 27 percent previously. There was also an increase in the number of participating stores, which went up almost three times from 200 to 650. In addition to this, the initiative rolled out in 69 cities — 15 more than the previous year.
Apart from anticipating the participation of more than 1,000 stores, the PGI says this year’s edition will also see the participation of an online partner, Jewelove. The initiative runs from May 16 through June 17.