PGI Launches New Virtual Sales Training
Retail sales associates can access the video series on mobile to refresh their selling skills.

The video series, available on its website, is designed to educate retail sales associates on the benefits of platinum.
It’s accessible on mobile as well, PGI said, which allows sales associates to conveniently refresh their platinum selling skills from their phone.
The sales training is segmented into four sections and features videos of a trio of consumers searching for information on platinum jewelry.
The main focus of the training is on PREFERS, the acronym PGI USA uses for the seven benefits and characteristics it has identified for platinum—Pure; Rare; Enduring; Feels significant; Emotional response; Real white metal; and Securely holds diamonds.
Also included are sections on key selling tips, navigating a customer that doesn’t specifically ask for platinum, rethinking the term “upsell,” and why special orders are worth the wait.
PGI said retail sales associate education is increasingly important, as the organization has noted a positive trend in platinum jewelry sales.
Platinum jewelry sales from its strategic partners increased 6.8 percent year over year in the second quarter of 2024, with the four recipients of PGI’s Platinum Business Development grant recording double-digit sales growth.
“Training is a critical part of platinum’s growth and future success,” said PGI USA Senior Vice President Kevin Reilly.
“We at PGI USA are dedicated to supporting sales associates with the knowledge and tools to ensure they are able to communicate the value of this precious metal to the consumer and easily answer the question ‘Why platinum?’”
PGI USA also offers virtual and in-person sales trainings.
For more information, contact Reilly at kreilly@pgiglobal.com.
The Latest

The singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.

The bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.

The heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

The 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week.


The Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.

The historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

To mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.

The gemstone is the third most valuable ruby to come out of the Montepuez mine, Gemfields said.

Founder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.

Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.

If you want to attract good salespeople and generate a stream of “sleeping money” for your jewelry store, then you are going to have to pay.

The top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.

Following visits to Vegas and New York, Botswana’s minerals minister sat down with Michelle Graff to discuss the state of the diamond market.

The “Your Love Has the Perfect Ring” campaign showcases the strength of love and need for inclusivity and representation, the jeweler said.

The former De Beers executive is the jewelry house’s new director of high jewelry for the Americas.

The New York Liberty forward is the first athlete to represent the Brooklyn-based jewelry brand.

Take a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.

The one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.

The California-based creative talks jewelry photography in the modern era and tackles FAQs about working with a pro for the first time.

Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.

The foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.

Assimon is the auction house’s new chief commercial officer.

The De Beers Group CEO discusses the company’s new “beacon” program, the likelihood diamonds will be exempt from tariffs, and “Origin.”

The Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.

Industry veteran Anoop Mehta is the new chairman and independent director of the IGI board.