AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
IndependentsSep 25, 2013
About Retail: Not quite as white
At the Diamond Gallery in Winnipeg, owners Allan, Anita and Lisa Malbranck opt not to plate any of their white gold jewelry, allowing those pieces to stand apart from platinum with their slightly warmer tone.
The difference in color between the Diamond Gallery’s platinum and non-plated white gold rings is easier to discern on pieces featuring brushed metal, says Lisa Malbranck. Here, the white gold ring is on the right.
Winnipeg, Manitoba--At the family-owned Diamond Gallery in Winnipeg, owners Allan, Anita and Lisa Malbranck have carried only one bridal brand during the store’s entire two decades in business: their own.
About 15 years ago, the Malbrancks added another wrinkle that differentiated the store from its competitors: they opted not to plate any of their white gold jewelry, allowing those pieces to stand apart from platinum with their slightly warmer tone.
It’s a practice the store, which opened in 1992, started when the desire for white metals for engagement rings began to outweigh requests for yellow gold, says Lisa Malbranck, who was 12 when her parents opened the Diamond Gallery. She went to work for them right away, answering the phone and cleaning showcases.
“Platinum is the truest white metal. It’s been used for hundreds of years,” she says. “White gold is kind of an oxymoron. (Gold is) yellow. It’s never going to be as white as platinum unless you plate it.”
Today, their decision not to plate white gold, combined with their custom bridal business, helps them stand apart in an ultra-competitive marketplace where customers can check one store’s prices and styles against another’s simply by pulling out their smartphone.
“We really wanted to give a very unique experience to our clients,” Malbranck says. “It’s been about something that’s a little bit different and that’s the niche that we’ve carved out for ourselves.”
The plating of white gold, which is done using rhodium, is a practice that has been used in the jewelry industry for decades, says Darrell Warren, vice president of merchandising at Stuller Inc.
He says historically, the plating is decorative, used to even out the color and soften white gold’s yellow tint. “That is not a preferred color to the consumer. They want it bright and they want it white,” Warren says.
The fact that it is decorative, however, means it is not permanent. Warren says if applied correctly, white gold plating is very hard, very white and will last several years but, eventually, it wears off and needs re-plating.
There many white gold alloys on their market, and their hues vary depending on what the gold is alloyed with, he adds. Stuller, for example, has created a metal called X1 that is alloyed with nickel and other undisclosed additives. X1 does not require rhodium plating and is very close to the whiteness of platinum.
Malbranck says metalsmiths in Toronto and Montreal use a proprietary mixture to create the Diamond Gallery’s white gold, and it’s made to be as white as possible.
Still, there is a noticeable difference between the store’s white gold and platinum selections.
Malbranck says their customers initially are “really shocked,” by the contrast in color, mostly because they are unaware to begin with that white gold is plated.
“I feel like in our market lots of jewelers don’t even talk about the fact that white gold is plated, and often it’s not explained to clients the upkeep involved in a plated white gold ring,” she says.
At the Diamond Gallery, though, they are zealous about practicing full disclosure with their clients and giving them the “real deal,” Malbranck says.
She says in their eyes, plating a white gold ring to make it brighter is a bit of a fraud. “Really, the idea of anything that’s plated is you are masking something, right? You are trying to change the color into something it’s not,” she says.
It also detracts from the retailer’s ability to offer while-you-wait polishing and cleaning to clients--plated white gold can’t be polished on the spot because it removes some or all of the plating--and means they’re selling their customers an item that eventually will need to be re-plated.
She says they especially dislike the idea of plated rings because rings are generally the pieces that endure the most wear and tear.
After learning all of this, it may be surprising to some jewelers what the Diamond Gallery’s customers pick for their engagement rings and wedding bands.
Malbranck says those who can afford it, obviously, pick platinum.
While the store offers to plate white gold for customers who want it, about 95 percent of customers who go for gold choose the non-plated pieces. They want the after-sales service and, Malbranck says, many actually like the slightly warmer tone of the non-plated white gold.
“It’s worked for us,” she says.
Still, there is a noticeable difference between the store’s white gold and platinum selections.
Malbranck says their customers initially are “really shocked,” by the contrast in color, mostly because they are unaware to begin with that white gold is plated.
“I feel like in our market lots of jewelers don’t even talk about the fact that white gold is plated, and often it’s not explained to clients the upkeep involved in a plated white gold ring,” she says.
At the Diamond Gallery, though, they are zealous about practicing full disclosure with their clients and giving them the “real deal,” Malbranck says.
She says in their eyes, plating a white gold ring to make it brighter is a bit of a fraud. “Really, the idea of anything that’s plated is you are masking something, right? You are trying to change the color into something it’s not,” she says.
It also detracts from the retailer’s ability to offer while-you-wait polishing and cleaning to clients--plated white gold can’t be polished on the spot because it removes some or all of the plating--and means they’re selling their customers an item that eventually will need to be re-plated.
She says they especially dislike the idea of plated rings because rings are generally the pieces that endure the most wear and tear.
After learning all of this, it may be surprising to some jewelers what the Diamond Gallery’s customers pick for their engagement rings and wedding bands.
Malbranck says those who can afford it, obviously, pick platinum.
While the store offers to plate white gold for customers who want it, about 95 percent of customers who go for gold choose the non-plated pieces. They want the after-sales service and, Malbranck says, many actually like the slightly warmer tone of the non-plated white gold.
“It’s worked for us,” she says.
More on Independents
The Latest
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
CrimeJun 10, 2026
2 Suspects Arrested in Texas Jewelry Store RobberyThe men are believed to be part of the group of several masked suspects that robbed Marc Robinson Jewelers in April.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
CollectionsJun 10, 2026
Sylvie Debuts ‘Elevated’ Bridal Collection Inspired By Designer’s RingThe bridal-focused brand is also launching its Custom Atelier this summer, a digital custom design tool for its authorized retailers.
Weekly QuizJun 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsJun 09, 2026
Q&A: Al Cook on the Lab-Grown ‘Bubble,’ Dwindling Diamond Supply The De Beers Group CEO also discussed tariffs, Desert Diamonds, and the pending sale of De Beers in an interview with Michelle Graff.
MajorsJun 09, 2026
Wilkerson's Russ Whitehouse RetiresThe industry veteran is bringing his 56-year run in the fine jewelry sector to an end.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
Events & AwardsJun 09, 2026
Pride Month Panel to Highlight LGBTQ+ Jewelry VoicesThe panel discussion will feature LGBTQ+ leaders across the jewelry, luxury, and creative industries.
CollectionsJun 09, 2026
Marie Lichtenberg’s New Capsule Collection Is a Smash, LiterallyInspired by a locket that got run over, the “Smash” capsule collection reimagines the shape of Lichtenberg’s signature style.
MajorsJun 09, 2026
Frederick Goldman Names Director of Sales for SoutheastThe company has promoted Katherine Whitacre to the role.
MajorsJun 08, 2026
Stuller Expands Selection of Lab-Grown Diamonds, Demi-Fine JewelryThe jewelry manufacturer has added Taylor Swift-esque diamond shapes, and more silver, gold vermeil, and gold-plated jewelry.
SourcingJun 08, 2026
Sally Morrison to Depart De Beers This Summer Morrison has been marketing diamonds on and off since the early 2000s and said she is leaving to “pursue new projects.”
TrendsJun 08, 2026
Amanda’s Style File: June’s Birthstone TrioThose born in June can celebrate with pearl, alexandrite, and moonstone jewelry.
TechnologyJun 08, 2026
Overnight Mountings Launches Ring Builder PlatformThe platform allows retailers to guide clients through a customizable engagement ring buying experience in a branded interface.
SurveysJun 05, 2026
Consumers to Cut Back on Spending Amid Rising Prices, Survey Shows When conducting its May consumer confidence survey, The Conference Board asked extra questions about consumers’ budgeting strategies.
CollectionsJun 05, 2026
Rebel Jewelry’s Charm Symbolizes Perseverance for Pride MonthThe “Tunnel” charm, our Piece of the Week, celebrates Pride Month with its design inspired by hope and the light at the end of the tunnel.
SourcingJun 05, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
AuctionsJun 04, 2026
Treasures from Maurice Tempelsman’s ‘Marvelous’ Life Head to AuctionUp for auction at Sotheby’s, the collection of Tempelsman’s personal effects includes a Cartier Tank watch Jackie O. gifted him.
CollectionsJun 04, 2026
Buddha Mama to Spend the Summer in AspenThe Miami-based fine jewelry brand will host its first summer residency in the Colorado mountain town from June 5 to Aug. 23.
MajorsJun 04, 2026
AGS Honors Late Peter Yantzer, Holds Time Capsule CeremonyThe organization also announced its international board of directors for the 2026-2027 term.
MajorsJun 04, 2026
Neiman Marcus’ Downtown Dallas Store to Close in SeptemberSaks Global confirmed the closure this week, spelling the end for a store that’s been part of downtown Dallas for more than 100 years.
ColumnistsJun 03, 2026
Peter Smith: When Top Talent Leaves and What It Says About YouSmith discusses how managers should handle a top performer's exit, warning that a poor response could have a lasting impact.
GradingJun 03, 2026
GIA’s Tracr Investment Is First Step Toward Industry-Owned PlatformThe Gemological Institute of America is now a 30 percent stakeholder in Tracr, the De Beers-backed blockchain for diamonds.
WatchesJun 03, 2026
The 1916 Company Taking Pre-Owned Rolexes on the Road, AgainThe retailer is bringing Rolex Certified Pre-Owned watches to five U.S. cities in 2026 for collectors to see, try on, and purchase.
TrendsJun 03, 2026
State of Design: Only the Innovative Will SurviveThe price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.
FinancialsJun 02, 2026
Signet Jewelers’ Q1 Sales Up 2% As It Focuses on ‘Core Four’ The jewelry retailer is zeroing in on Zales, Jared, Kay Jewelers, and Blue Nile as it looks to create unique brand identities for each.
