Platinum Guild International USA (PGI USA) has announced that A.Jaffe is the latest recipient of its highly successful business development award initiative. Launched in 2021, this partnership is aimed at accelerating the growth of platinum jewelry within the USA, inspiring key industry players to prioritize platinum in their business strategies.
“A.Jaffe is excited to partner with a fantastic organization like PGI USA,” says Sumay Bhansali CEO of A.Jaffe. “The platinum story will help retailers increase their average ticket item.”
Kevin Reilly, PGI USA’s Senior Vice President, commented on the overwhelming response to this round of the platinum business development grant program. He highlighted that the selected companies, including A.Jaffe, bring rich heritage and generations of successful business to the jewelry industry, with a particular focus on the relationship jewelry category.
Consumer research by PGI USA indicates a strong desire for platinum among nearly 70% of consumers for their engagement rings and wedding bands. However, fewer consumers currently make platinum purchases. The grant recipients, including A.Jaffe, are expected to bridge this gap through integrated marketing efforts funded by the grant.
In addition to this recognition, A.Jaffe has gained prominence during the award season, with its eternity and new fashion collections being incredibly well-received at the recent Golden Globes. Celebrities and influencers, including Jodie Foster, Eva Longoria, Heidi and Leni Klum, Zuri Hall, Keltie Knight, Zoe Lister-Jones, Sunrise Ruffalo, Haley Kalil, and Tinashe, have all rocked the red carpet with incredible pieces from the A.Jaffe Collection including earrings, bracelets, rings, and necklaces.
The success of A.Jaffe in securing the PGI USA business development grant and its popularity among celebrities highlight the brand’s influential position in the jewelry industry.
Offical Facebook account of heerazhaveraat.com, homepage for Trade News, Articles and Promotion of D
✨ ONLY 6 DAYS TO GO! ✨
DJGF 2026 is almost here! 💎
750+ Exhibitors | 2,00,000+ Designs | 5 Halls
📅 26–28 Sept 2026
📍 Bharat Mandapam, New Delhi
Discover collections, connect with industry leaders & unlock new opportunities.
🔗 Register Now: https://djgfregistration.jewelleryfair.in/exhibitor_reference_registration/?ref=marketing
Heera Zhaveraat (HZ International) A Diamond, Watch and Jewellery Trade Promotion Magazine provide dealers and manufactures with the key analytical information they need to succeed in the luxury industry. Pricing, availability and market information in the Magazine provides a critical edge.
