Platinum prices have fallen from a high of over $2000 per ounce to $900 per ounce. Its demand from the auto industry has also been slow. To add fervor to the demand environment in jewellery, Platinum Guild International USA (PGI USA), is undertaking to support its national campaign with emotionally themed consumer testimonials. This strategy takes some inference from a market survey it undertook, which indicated that ‘women look to other women for advice and guidance’, hence the emotional testimonial approach. %% These testimonial advertisements will be released along with PGI USA’s present advertising campaign in which, the metal is positioned as the ultimate symbol of love. The testimonials drive on the approach that every purchase has a story of its own, and the best narrator of that experience of buying a platinum is the owner.