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New York, NY—Through a strategic partnership with Platinum Guild International USA, the Le Vian jewelry brand is reporting sales of platinum jewelry for the first nine months of 2021 have already surpassed sales for the full calendar year of 2020. Image: Platinum jewelry from Le Vian. 

This year, the brand introduced four new dedicated Le Vian Platinum collections, alloyed for higher durability, and sold exclusively via its independent luxury retailer network. In addition, two Le Vian Platinum collections were successfully launched in the Jared division of Sterling.

“In 2021, our strategic priorities have been focused on what our partners needed to drive their platinum business and how we could be a part of that,” explained Jenny Luker, PGI USA president. “From the establishment of our inaugural business development grant to this strategic initiative with Le Vian, we are continuously looking for ways to bring platinum jewelry to a wider audience. Le Vian heard the call and has run with it. To work with a large brand to grow their platinum business outside of bridal has been an extraordinary opportunity, one we hope to see more of in the future.” 

According to Le Vian, resilience, a key human characteristic of growing stronger when faced with adversities, reflects platinum’s property of enduring strength. During its annual Red Carpet Revue fashion show and trend forecast, Le Vian forecasted that ‘Platinum Resilience’ was a key jewelry trend for 2022. The event, held at JCK Las Vegas this summer, garnered more than 350,000 views on the broadcast-quality livestream on the brand’s social media platforms. 

Under the leadership of Eddie and Moossa LeVian and their family-led team, the brand has expanded and developed specific platinum collections to meet the needs of independent retailers and larger chains. A range in design from bridal to fashion, diamonds to colored stones, high jewelry to everyday pieces, as well as price point-driven pieces, has proven a key to the brand’s platinum success story. 

“Le Vian has set out to reinvent the platinum jewelry industry by bringing a trendsetting fashion point of view to what has been mainly the domain of bridal and classic jewelry categories,” says Eddie LeVian. “We see the dramatic increase in other precious metal prices as a unique opportunity for Le Vian to use its innovations and weight to launch updated and exciting collections of platinum jewelry, thus driving the popularization of platinum in the United States.” 

To continue the momentum, platinum jewelry will be prominently featured throughout Le Vian’s advertising leading into the holiday season. This will include a dedicated geo-targeted social media push, an influencer campaign, dedicated digital independents’ catalogs, email campaigns, and trunk shows, featuring multi-million-dollar platinum collections, including one-of-a-kind high jewelry pieces. In print, the brand will partner with Harper’s Bazaar, including a four-page TOC-adjacent spread in the December/January issue. 

In 2022, Platinum Guild International USA will continue to be dedicated to help the industry grow through the power of platinum.