SurveysApr 24, 2026
Mother’s Day 2026 Jewelry Spending to Top $7B, NRF SaysNRF’s annual survey found that 45 percent of consumers plan to purchase jewelry for a loved one this Mother’s Day.
Brought to you by
Always Wear Your Platinum Crown
After dreaming of the perfect engagement ring for years, most people approaching marriage likely have an idea of what they want their ring to look like.
Stuller
Brought To You By Platinum Guild International
A Platinum Proposal
After dreaming of the perfect engagement ring for years, most people approaching marriage likely have an idea of what they want their ring to look like. However, when they walk into a store, roughly half of them are still undecided. They’re expecting to be guided through the process of buying this very important piece of jewelry.
We know from consumer research that consumer desire for platinum engagement rings and wedding bands is very high (77 percent), but they may not be aware of the benefits of choosing platinum.
We know from consumer research that consumer desire for platinum engagement rings and wedding bands is very high (77 percent), but they may not be aware of the benefits of choosing platinum.
Some Important Facts about the World’s Most Precious Metal:
- Platinum is 30 times more rare than gold and platinum jewelry is typically 90–95 percent pure (vs. 14kt. gold which is only 58.5 percent gold)
- It’s naturally white, unlike white gold (which is yellow gold that is mixed with white metals and then coated with rhodium to make it appear white). Platinum will never fade or change color over time
- It’s hypoallergenic, so it’s kind to sensitive skin
- Platinum is enduring—very little metal is lost as a result of daily wear, unlike gold
- Platinum requires very little maintenance and, over time, is actually 2.5 times less expensive than white gold (after factoring in the approximate cost of re-plating, replacing and/or re-tipping white gold prongs over 10 years)
Stuller
The 5th C
We all know that the diamond is the most expensive component as well as the focal point of an engagement ring. You’ll help your customers select their diamond using the “4 C’s:” Cut, Color, Clarity and Carat.
While the 4C’s are very important in selecting the perfect diamond, it’s the “5th C” that ensures that diamond will be held securely in place. What is the 5th C? It’s the platinum crown. While the industry commonly refers to the prong setting that sits atop an engagement ring as a “head,” when that setting is platinum we call it a crown—a name befitting the world’s most precious metal.
Platinum is the most secure setting because of its density and durability, so it will protect your customer’s diamond and stand the test of time.
While the 4C’s are very important in selecting the perfect diamond, it’s the “5th C” that ensures that diamond will be held securely in place. What is the 5th C? It’s the platinum crown. While the industry commonly refers to the prong setting that sits atop an engagement ring as a “head,” when that setting is platinum we call it a crown—a name befitting the world’s most precious metal.
Platinum is the most secure setting because of its density and durability, so it will protect your customer’s diamond and stand the test of time.
What if a Customer Wants a Different Color Metal?
Many people do not know that their diamond can be set in a platinum crown even if the rest of their ring is a different metal (like white, yellow or rose gold). Approximately
Editors' Picks
Sponsored by
50 percent of engagement rings displayed at jewelry stores have “peg heads” (removable/interchangeable settings that are soldered onto the top of the ring) making it very easy to affix a platinum crown.
If your customer would rather have a different color metal for their ring design, they can still protect the security of their diamond when you set it in a platinum crown.
If your customer would rather have a different color metal for their ring design, they can still protect the security of their diamond when you set it in a platinum crown.
The Business Case for Platinum Crowns
Not only will you be giving your customer a better quality product, you’ll also be increasing your profitability. The average platinum crown costs about $350 retail (a small price to pay to ensure the security of a diamond for a lifetime). The average independent jewelry store can increase their revenue by $37,000, or 4-6 percent of their bridal jewelry category when they offer all of their engagement ring customers a platinum crown. It’s a win-win!
London Jewelers
Platinum Education
Knowledge is power and you can ensure that you and your team are knowledgeable about platinum and the benefits of a platinum crown. Visit Platinum Guild International’s online education center at www.platinumlearning.com. Click on “Sales Training” and select any one of the (8) videos, all less than 4 minutes long, and learn everything you need to know to speak to your customers about platinum with confidence.
Your Platinum Checklist:
- Take the platinum sales training course at www.platinumlearning.com
- Always present The 5th C (a platinum crown) to every one of your engagement ring customers because it’s the most secure setting for their diamond
- Offer your customers platinum first
- If they choose a different metal for their ring, let them know that they can still have their diamond set in a platinum crown. It’s the most secure setting.
It’s arguably one of the most important pieces of jewelry they will ever buy. Give your customers peace of mind by securing their engagement ring diamond in a platinum crown. It’s a better value for your customer’s money and more profitable for you!
More on Collections
The Latest
TechnologyApr 24, 2026
TwentyFour’s Digital-Age Locket Is a Virtual VaultThe “Vault” charm, our Piece of the Week, expands on the memories that can be stored in a locket by connecting to your phone.
Events & AwardsApr 24, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
IndependentsApr 23, 2026
Meet the Real Moms of Day’s JewelersThe jeweler’s Mother’s Day campaign highlights the women who work there—mothers, grandmothers, women who want to be mothers, and dog moms.
Weekly QuizApr 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinApr 23, 2026
JM® Shipping Solution: Smarter Shipping for High-Value GoodsSponsored by Jewelers Mutual
Lab-GrownApr 23, 2026
Charles & Colvard May Sell Assets for $1.5MThe proposed agreement follows the moissanite maker’s Chapter 11 bankruptcy protection filing last month.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
AuctionsApr 23, 2026
John Jacob Astor IV’s Titanic Pocket Watch Fetches $1MThe Patek Philippe for Tiffany & Co. timepiece Astor brought aboard the ill-fated ship sold for double its estimate at a Freeman’s auction.
IndependentsApr 23, 2026
Windsor Jewelers Names New Buying DirectorNatalie Feanny has been appointed to the role.
CrimeApr 22, 2026
New Mexico Couple Pleads Guilty to Selling Fake Native American JewelryThe pair falsely claimed their jewelry was made by Navajo artists, but it was imported from Vietnam.
AuctionsApr 22, 2026
Roberta Flack’s Jewelry Is Going Up for AuctionJulien’s Auctions is selling the musician’s fine and fashion jewelry alongside her clothing, gold records, and other memorabilia.
Events & AwardsApr 22, 2026
Here’s What Sy Kessler Has on Tap for Las Vegas The company will have deals on precious metals testers as well as the latest in lab-grown diamond detection technology and security.
WatchesApr 21, 2026
Coco Chanel Enters the Game with New Watch CollectionGabrielle “Coco” Chanel is a character in the “Coco Game” collection of watches and the queen in its first haute horlogerie chessboard.
IndependentsApr 21, 2026
Meet Jewelers of America’s 2026 ‘20 Under 40’ ClassThe annual list honors rising professionals on the retail and supply sides of the jewelry industry.
CrimeApr 21, 2026
Customs Nabs 1,500 Pieces of Counterfeit Jewelry Bound for NYCSeized in Kentucky, the packages include fake Cartier, Tiffany & Co., Chanel, and Fendi jewelry.
CrimeApr 20, 2026
Queens Man Convicted in Bludgeoning Death of Pawn Shop OwnerRodolfo Lopez-Portillo faces 25 years to life in prison after being found guilty in the March 2022 beating death of Arasb Shoughi.
TrendsApr 20, 2026
Beth Bernstein, Sonia Esther Soltani Pen New Jewelry Book“Jewelry Creators: Dynamic Duos and Generational Gems” highlights the relationships among 22 influential designers, brands, and gem dealers.
Events & AwardsApr 20, 2026
Atlanta Jewelry Show’s Spring Event Is Hitting the RoadThe AJS Spring 2027 show will be held in Savannah, Georgia, with future shows taking place in other Southeast cities.
MajorsApr 20, 2026
Kendra Scott Names New CFO, Chief Business OfficerThe jewelry retailer plans to open 20 new stores this year and expand into new product categories.
TrendsApr 17, 2026
New (Groundbreaking) Floral Jewelry for Spring 2026Flower motifs are the jewelry trend blooming amongst the new collections that debuted this spring.
MajorsApr 17, 2026
QVC Group Files for Chapter 11 BankruptcyThe retailer reported an 8 percent decline in annual sales as it struggles under the weight of billions of dollars of debt.
CollectionsApr 17, 2026
Edina Kiss’ Earrings Are the Devil on Your ShoulderThe “Devil” drop earrings, our Piece of the Week, are part of designer Edina Kiss’ new namesake jewelry line that she will show at Couture.
CrimeApr 17, 2026
FBI Issues Warning to Refineries, Retailers Due to High Price of GoldThe alert states that burglary crews are targeting jewelry businesses and details how jewelers and refineries can protect themselves.
WatchesApr 16, 2026
Cartier Brings Back the RoadsterThe “watchmaker of shapes” debuted the reworked version of the vintage sports car-inspired timepiece at Watches & Wonders.
IndependentsApr 16, 2026
Edge Retail Academy Updates Leadership TeamAs demand for jewelry retail coaching grows, the company has established a dedicated business coaching leadership team.
MajorsApr 16, 2026
Stuller’s Latest Mountings Catalog Is Out NowThe “Mountings 2026-2027” catalog showcases Stuller’s largest and most diverse assortment to date with more than 400 new mounting styles.
