Platinum jewellery dominated the red carpet this past year as celebrities including Kim Kardashian West, Gemma Chan, Anya Taylor-Joy, and Zendaya returned to full glamour for an array of events. According to Platinum Guild International, the marketing association for platinum jewellery, the most popular jewellery styles were cluster earrings, statement necklaces and bold cocktail rings, all set in naturally white platinum.Why is platinum a celebrity favorite Platinum jewellery is made of 95% pure platinum with minimum use of other ingredients – making it the finest metal available to us today. 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.Kim Kardashian West wearing Tiffany & Co. jewelry set in platinum at the “WSJ. Innovators Awards” and Zendaya wearing Bulgari jewelry set in platinum at the “Academy Awards”Kim Kardashian West Photo credits: James Devaney/GC Images/Getty Images Zendaya Photo credits: Chris Pizzello-Pool/Getty ImagesGemma Chan wearing Harry Winston jewelry set in platinum at the “Met Gala” and Anya Taylor-Joy wearing Tiffany & Co. jewelry set in platinum at the “Emmy Awards”Gemma Chan Photo credits: InStar Images Anya Taylor-Joy Photo credits: Rich Fury/Getty ImagesAbout Platinum Guild International (PGI)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.Purity Assurance ProgramPGI 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%. 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.A Unique Identification Number is also stamped on the jewellery in addition to the detailed description of the piece you choose for yourself. Our quality assurance programme is in place to ensure transparency and that the platinum the consumer buys is of the highest quality. After all, that is what true value is all about.