JCK 5: Pitching Platinum Jewelry to Your Customers

Nuggets of information and words to the wise to share with your shoppers:

1. PGI’s new tagline: “Some things never change. A love that’s true. A ring that’s platinum.” 

2. Scratches or nicks work-harden platinum, making items stronger, just like life challenges and events strengthen relationships.

3. Antique platinum jewels are true heirlooms because the metal’s properties ensure they last forever.

4. Platinum comes out of the ground white and stays white, unlike gold, which has to be chemically altered and requires frequent replating to keep it that color.

5. Platinum is the ultimate value statement: It’s the purest and rarest metal, so any woman walking into a room wearing a platinum ring will always feel special.