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32 www.thejewelrybook.com Platinum Innovation Awards P L A T I N U M I N N O VA T I O N A W A R D S P G I Vegas is always an exciting time for platinum jew- elry and, in conjunction with JCK Las Vegas, PGI USA is excited to roll out the sixth year of the Platinum Innovation Awards. The Platinum Innovation Awards recognize the passion, expertise and artistry of those that contribute to our industry in an inno- vative and positive way and excel in their craft. This year, PGI invited a panel of industry experts including top consumer and trade media and jew- elry retailers to vote on submissions. Winners will be announced on the JCK show fl oor. The 2015 categories have been been narrowed down to three main focal points: PLATINUM BRIDAL PLATINUM FASHION ENTRY PLATINUM Each year, the competition not only highlights the skill and creativity of platinum craftsmen but also serves to identify what is currently trending in platinum jewelry in these categories. Platinum has long stood as the bridal setting of choice as couples choose the metal for its everlasting properties, a refl ection of the lifelong love their engagement rings and wedding bands are symbolizing; even the most intricately designed settings will endure and keep diamonds and gemstones where they belong. Clean, modern settings that show off the metal, uniquely shaped stones set in durable platinum and modern twists on the halo have been steadily maintaining popularity are expected to be seen at the show. But platinum isn't just for bridal. Platinum fash- ion jewelry is seeing a rise in sales as consumers are seeing the value in platinum staple pieces, such as studs and solitaire pendants, which will stay in their jewelry boxes forever. On the opposite end of the spectrum, investment in platinum statement pieces is also trending upwards. Paired with an evening gown or jeans and a t-shirt, these pieces are truly translating into everyday wear. Platinum men's jewelry also continues to grow in popularity as men also see the value in invest- ing in quality pieces that will wear well over time. Platinum bands, dress sets and shirt studs as well as cuffl inks are becoming more stylized and offer their own sense of individuality for the man who wants to express himself through accessories. "This is platinum jewelry's third wave in the US," says Global CEO of PGI Huw Daniel. "The fi rst ran up to World War Two, when platinum was removed from the market to assist the war effort. Cartier and Tiffany led with versatile designs that cannot be made in any other precious metal. The second - from the '80's to early 2000's - when the bold yellows of the 60's and 70's were replaced by cooler white fashions from the likes of Tom Ford at Gucci. Today, the millennial consumer sees platinum as unique and distinctive, and a way to express their own personal style. And with platinum and gold prices trading relatively closer, platinum is no longer the preserve of celebrity weddings and red carpets." JCK Las Vegas 2015 is certain to refl ect this mount- ing demand for design in platinum jewelry amongst the millennial consumer. Look for booths marked with the PT logo on the show fl oor! Suna Bros RinaLimor

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