'Breakthrough' Process Creates Less Expensive, Larger Platinum Jewelry
William George Shuster -- JCK-Jewelers Circular Keystone, 8/1/2005
The EganaGoldpfeil Group has developed a new way to make substantially cheaper and larger top-quality platinum jewelry, it says. "This is definitely a breakthrough, a true innovation," says Huw Daniel, president of the Platinum Guild International USA, who has seen samples of the jewelry.
The new jewelry, which will cost 20 percent to 40 percent less than traditional products, is scheduled to be launched in the U.S. market in time for the Christmas season, Hans-Jörg Seeberger, chairman and chief executive officer of EganaGoldpfeil, said in an exclusive interview with JCK .
"This jewelry is made of the highest purity of platinum, not alloyed," said Seeberger. "It isn't cast but made through stamping, tooling, and soldering. The pieces are joined to become jewelry that is hollow, lightweight, and seamless, with a fine finish and no sign at all of joining."
The new process also allows production of larger fashion pieces of platinum jewelry for more affordable prices. That wasn't possible previously, due to the weight of platinum (60 percent more density than 14k gold) and cost.
The platinum jewelry produced through the new process can be set with diamonds and other gemstones. The collection will retail for $1,000 to $20,000, says Seeberger.
Seeberger said plans for a major marketing and advertising campaign this fall are "at the final stage," and that jewelry should be in stores in time for the Christmas selling season. It will be sold under the Abel & Zimmermann brand name, probably through fine, high-end jewelers. Marketing strategy is still being worked out.
Distribution of the jewelry, handled by EganaGoldpfeil USA outside Dallas, will be selective and grow gradually, said Seeberger. It will probably begin with fine jewelers who already sell Abel & Zimmermann jewelry in the United States.
