PGI® China Captures The Tenacity of Young Creative Talents

PGI® China Captures The Tenacity of Young Creative Talents

Since 2015, Hong Kong-based luxury retailer Lane Crawford has been instrumental in fostering creative Chinese talents and bringing them to a wider international audience through their Global Creative Call Out platform. Over the years, the initiative has helped launch the careers of over 70 young brands in cities like Los Angeles and Chengdu.

This year, as part of the Global Creative Call Out 2020, marketing organization Platinum Guild International (PGI®) China partnered with Lane Crawford to support exciting new talents at a time of global uncertainty. An engaging new judging format saw winners selected in the jewelry category which featured emerging designers from around the world.

Finalists were announced during a media event in Chengdu attended by the Consumer Marketing Director of PGI® China, Calvin Yeap, alongside industry KOLs such as Li Qi (@我就是李奇呀), Miss Olivia (@奥莉小姐Olivia), Makina Yang(@Makina_杨), as well as local fashionistas. The winning entries interpreted the “True to self” theme which celebrated the tenacity of youthful creativity and explored the unlimited possibilities of creativity in jewelry design and craftsmanship.

PGI® China as a creative incubator

Platinum Guild International (PGI®) was created in 1975 and develops the global platinum jewelry market as a new demand source for the material. Alongside, it has been committed to cultivating emerging creative youth talents and creating contemporary platinum jewelry designs. In 2000, China became the biggest market for platinum jewelry in the world. In that market specifically, PGI® China works to cultivate and guide consumers’ passion for platinum jewelry by promoting the local industry.

“Being true to yourself means having the tenacity to stay on your path.”

Calvin Yeap, Consumer Marketing Director of PGI® China told Jing Daily, “Creativity is something that young consumers desire, but it can be a difficult path to follow career-wise. It is a choice that requires complete self-belief. Being true to oneself means having the tenacity to stay on your path. This is a great fit to platinum’s brand proposition.”

The state of the platinum jewelry market in China

Since the outbreak of COVID-19, PGI® conducted a survey that indicated that a greater proportion of Chinese consumers would maintain or even increase their spending on jewelry post-pandemic. PGI® China tracking showed that retail sales for platinum jewelry have soared in 2020; Q3 registered a 13 percent year on year growth versus 25 percent decline for gold.

Post-pandemic, platinum is benefiting from the increased relevance of its positioning as the metal of meaning. This is driven by a couple of key changes: for one, there is now a greater appreciation of the meaning behind products and therefore greater consideration for jewelry – which has always been associated with relationships. Secondly, the survey found that there has been an increased emphasis on looking good following the outbreak, which has coincided with the resumption of social activities.

Through an omnichannel strategy which PGI® China defines as engaging consumers beyond product offering and advertising, PGI® China engages with its consumers (from bridal through to the post 95 demographic) through relevant collaborations and causes. This has enabled PGI® China to forge authentic connections with dynamic young consumers in search of meaningful jewelry platinum pieces.

Part of this strategy was reflected in the Global Creative Call Out’s judging process: For the first time, consumers were invited to participate and vote alongside professional judges. In this way, they had a hand in bringing to market platinum jewelry pieces that embody their true selves. Additionally, this offered unique consumer insights to PGI® China on trending consumer tastes and styles.

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