All that glitters is not gold

Platinum Guild International

Consumer Website

It’s true what they say: “All that glitters is not gold”. Sometimes it is Platinum!

Platinum Guild International (PGI) is a not-for-profit organisation that supplies independent advice and information on platinum to jewellery manufacturers, retailers and consumers, worldwide. We were appointed to work with PGI on their online strategy, primarily focused on their consumer-facing website: www.preciousplatinum.com. The site offers inspiration and advice about buying platinum jewellery.

We overhauled the site, focusing on three key, interlinked areas:

• a gallery of platinum jewellery pieces that can be searched and filtered in several ways,

• a database of recommended platinum retailers, and

• a series of guides to help demystify the terminology and technical details that consumers are often bombarded with when making what can be a very important purchase.

As well as planning and design, we provided SEO services and guidance for web editors, conducted extensive user testing with target audiences in our London, New York, Beijing and Shanghai offices, and art directed much of the lifestyle photography.

Localised versions of the website were rolled out in the UK, US, India, Italy, France, Germany, Japan and China, and we worked closely with the local teams in each country to ensure brand consistency across each website.