The two organizations will host a joint event, “Converge,” in September 2025.
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.
Brought To You By Platinum Guild International
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.
- 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)
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.
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.
- 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.
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