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

Sponsored by the Gemological Institute of America

This past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.

The brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.

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

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.


Located on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.

The new location continues the brand’s celebration of its 25th anniversary.

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

The online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.

She will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.

Working with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.

The jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.

The company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.

He is remembered for his successful entrepreneurship, generosity, and dedication to his family.

The jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.

Welcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.

Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.

The best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.

This year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.

“The Jewelry Book” comes out this September.

The company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.

Following its recent acquisition, the storied brand has updated its leadership team and regional managers.

AGS also named the recipient of its “Women in Leadership” scholarship.

The 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.

Rocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.

The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.

The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.