Celebrities spotted in platinum jewellery at the 27th Screen Actors Guild Awards

Mumbai (Maharashtra) [India], April 7 (ANI/NewsVoir): The world's most famous celebrities were spotted in Platinum jewellery on the red carpet of the 27th Screen Actors Guild Awards (SAG Awards) which took place on Sunday, April 4th.

The naturally white setting truly enhances the brilliance of diamonds and coloured gemstones perfectly complemented the stunning array of couture gowns worn on the red carpet. Platinum jewellery is made of 95 per cent pure platinum with minimum use of other ingredients - making it the finest metal available to us today. All over the world, designers prefer precious platinum to create masterpieces because of its versatility, and because it is the most secure setting for any precious gemstone.

Platinum is one of the rarest metals and always stand out making a distinctive style statement. Platinum is the metal of choice for most red-carpet events around the world. The who's who of the fashion and glamour world love to style their ensemble with this naturally white, precious metal.

Platinum Guild International (PGI) is a marketing organisation with the vision to develop the global platinum jewellery market as a new demand source for platinum. It was formed in 1975 with specialist teams dedicated to growing the global platinum jewellery market through consumer and trade-facing programmes in the four key jewellery markets of China, India, Japan and USA. Since then, jewellery development has demonstrated a strong track record in delivering results.

Through various programmes, both direct-to-consumer and in collaboration with jewellery retailers and manufacturers, PGI creates consumer ounce demand by first identifying opportunities for platinum in jewellery, and then developing them with partners. It also aims to build an enduring commitment to platinum in jewellery.

PGI's consumer marketing and educational programmes are focused on developing awareness and an appreciation for platinum's unique properties as a precious metal for fine jewellery. In addition, PGI works globally with collaborative partners running extensive marketing programmes in the four main platinum jewellery markets of China, Japan, USA and India.

These markets are staffed with experts in strategic planning, marketing, retail, design and business development. Since 2015 PGI has been headquartered in Hong Kong. PGI is funded by the leading platinum producers of South Africa, as well as through co-funded programmes with the jewellery industry.

PGI has partnered with TUV India Pvt. Ltd. to implement a robust audit programme to ensure the purity of platinum under its programme. TUV is one of the country's first certification bodies and has been closely associated with the quality revolution in India.

Under Platinum Guild India's quality assurance programme, each individual piece of jewellery has an assured purity as high as 95 per cent. And as a proof of this assurance, every piece is stamped 'Pt950' and comes with a tamper-proof quality assurance card that distinguishes authentic platinum from other jewellery.

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