Look Book

32 www.thejewelrybook.com The Platinum Catalog…from day one. Here is the gist of a signifi cant conver- sation that took place at the Los Angeles Jewelry Show in 1992. Audrey Bromstad and I (Publishers of JQ Magazine) had a meeting with Laurie Hudson over a light lunch. Ms. Hudson had recently been appointed President of Platinum Guild International USA. During lunch I said, "we can put (PGI) on the map very quickly. We have an archive of illustrations of beautifully designed platinum jewelry and have also featured several designers that are using platinum in special jewelry pieces. We can use this editorial to promote platinum to Jewelers." After a brief discussion regarding the methodology of contacting designers and jewelry manufacturers, arranging for new photography and discussing costs and mailing logistics, we got the 'go ahead.' It turns out it was not a hard sell. Platinum has always been a symbolic image of ultimate quality in fi ne jewelry. An elegant diamond of a carat or more set in a platinum engagement ring had been the benchmark of elite society wed- dings. For a time, platinum jewelry was in a stratospheric class of its own because of price and rarity. This precious metal was very popular in the 1920's and 1930's, noteworthy with exclusive legendary jewelry houses like Oscar Heyman. How- ever, platinum became a scarce strategic commodity during World War II. But as the economy improved and some jewelry manufacturers and designers exhibited more creativity, platinum edged onto the scene. Jewelers also were receptive to the trend and added more upscale and expen- sive pieces to their jewelry displays. Platinum jewelry jumped to the fore- front for new and sophisticated jewelry consumers. The catalog became a very effective and attractive sales aid displayed on the counters of fi ne Jewelers. The initial emphasis promoted by Platinum Guild International USA was the engagement and wedding ring cat- egory. Retail Jewelers, jewelry designers and manufacturers got on board very quickly and soon young couples were buying platinum pieces as emblematic of their commitment to one another. For example: In Platinum Catalog IV (1996), thirty-seven different companies featured platinum bridal and engagement jewelry exclusively, and an additional sixty fi rms previewed necklaces, bracelets as well as precious colored gems set in platinum. The marketing and promotion of platinum in the United States presented a complex set of issues and nothing was left to chance. In addition to the Platinum PLATINUM EDITION CATALOG Past and Present... In celebration of Platinum Guild International U.S.A. 25th Anniversary By John Bromstad (Sr.) Founder and former publisher of JQ Magazine P G I U S A I N D U S T RY U P D AT E The fi rst Platinum Catalog was released in April of 1993 and was an instant success. was very popular in the 1920's and 1930's, noteworthy with exclusive legendary jewelry houses like Oscar Heyman. How- ever, platinum became a scarce strategic commodity during World War II. But as the economy improved and some jewelry manufacturers and designers exhibited more creativity, platinum edged onto the scene. Jewelers also were receptive to the Platinum Edition IV.

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