Platinum Jewelry: The White Stuff

Five reasons why the metal's the smart choice for you and your customersPlatinum, the rarest of the precious metals, has no shortage of fans among retailers and consumers alike. But a periodic refresher course on the metal’s chief selling points never hurts. Here’s what the experts have to say about the best ways to position platinum jewelry to score sales today.It’s (consistently) a good value. While platinum is more durable and rarer than gold, the latter is a haven for ­investors. However, those very attributes—durability and rarity—“represent a good value,” says Jurgen Maerz, a technical expert/consultant in Hawkins, Texas. What’s more, though many buyers consider platinum the “expensive metal,” now that gold and platinum are trading around the same price, “people aren’t defaulting to the less-expensive metal in their decision-making process,” says Michael

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