The Platinum Guild International (PGI®) and JD.com launched the second edition of Platinum Shopping Festival, capitalising on Mother’s Day and Chinese Valentine’s Day (520) gifting seasons.

Running from May 8 to 22, the festival brings together China's leading jewellers – Chow Tai Fook, Chow Sang Sang, CHJ Jewellery, Zhou Liu Fu, Lao Feng Xiang, Mengjin Garden and Liu Gui Fu Jewelry who are unveiling fresh products designed for gifting or self-purchase.

Gifting highlights include Lao Feng Xiang's platinum and diamond couple ring; CHJ Jewellery’s filigree platinum ring; and Zhou Liu Fu’s crushed-ice-cut platinum couple bands; and Liu Gui Fu’s platinum bracelet with auspicious abacus and five-emperor-coin motifs.

Spotlight is also on versatile everyday pieces. For instance, Chow Tai Fook’s platinum ear studs; Zhou Liu Fu’s hollow platinum necklace; Chow Sang Sang's butterfly suite comprising a necklace, bracelet and earrings; and Mengjin Garden's four-leaf clover lines, among others.

The new products reflect a broader market demand from consumers who wear jewellery as a form of self-expression, PGI cited.

Participating brands are offering 15 per cent off on certified platinum jewellery. Selective items carry an additional 8 per cent limited coupon discount, and qualifying purchases are eligible for gift sets.

The festival built on a December 2025 partnership when JD.com became PGI's first and solely designated online retail platform in China. The tie-in combines PGI's authentication credentials with JD.com's authenticity-guarantee system, aiming to establish a more credible e-commerce environment for platinum jewellery purchases in China.

“PGI has joined forces with JD.com to launch the Platinum Shopping Festival again, responding to the growing demand for platinum jewellery while instilling robust market confidence amid a critical period of transformation for the industry,” PGI stated. “Looking ahead, we will explore more diverse forms of collaboration to revitalise the platinum jewellery sector.”