Yes, You Can Sell Platinum!

I just can’t sell platinum right now. It’s too expensive.” It’s a common refrain among retailers, even in higher-end stores, but Platinum Guild International begs to differ. The organization’s goal, of course, is to get retailers to sell more of the metal, but its executives recognize the challenges jewelers face in today’s market. So PGI has urged platinum manufacturers to develop designs that use less metal but still deliver the quality, look, and heft that consumers expect from platinum jewelry. “There’s tons of platinum retailing for under $3,000—and it’s not flimsy,” says Michael O’Connor, PGI USA senior vice president of marketing and communications. He cites a selection of men’s wedding bands from New Jersey–based Lieberfarb that retail for $800 to $899, a platinum and diamond engagement ring mounting from New York–based Ritani that retails for le

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