According to a recent survey by Jane Magazine, young women today grow up thinking that platinum is the ultimate metal, and as a result, platinum is her first choice for wedding jewelry. The survey revealed that a full 78% said they'd pay at least 30% more for this "must-have" precious metal. Today's women - whether already married, engaged, anticipating engagement or with no immediate plans to get married whatsoever - know what they want, and they are willing to pay more for top quality. In the survey, the majority of women demonstrated that they don't mind paying for the best, especially for something they love enough to wear a lifetime, and will be proud enough to pass down from one generation to the next.

Yet many women say they didn't get their first choice in wedding jewelry. No doubt, future grooms want to thrill their future bride with a ring she will love and be proud to wear every day.However, wanting to preserve some element of surprise, they may be reluctant to ask their significant other about what type of metal they really want.

The sales associates have an opportunity to educate future grooms about today's women's strong preference for platinum, so much so that she's willing to spend more for it (but how she may be reluctant to express this desire for fear of coming across "demanding").

Retailers can also suggest to future brides how to communicate their preference for platinum.  By dropping hints such as: "My friend's ring is set in platinum and I absolutely love the look of the metal," Or, "I find myself being drawn to the look and quality of platinum," future brides can ensure they receive their most desired metal for their precious piece of jewelry.

When shopping together, retailers should communicate the virtues of platinum in front of both the future bride and future groom, so he can witness firsthand her propensity for platinum.

The survey further revealed that even woman who aren't necessarily in a relationship still look at and think about what they'd choose when their time comes.  Many expect to get married at some point, and take in what they see around them in stores, magazine ads and on the fingers of friends and family members.  The evolution of their preference may take years, starting long before they ever meet their "intended."

Remember, it's never too early for retailers to start cultivating relationships with women who - with their future fiancés - may someday be lifetime customers. 

A PREPARED RETAILER IS A SUCCESSFUL RETAILER

Stock a variety of platinum 3-ring bridal ensembles.
Properly train sales associates about the values of platinum.
Keep convenient selling tips on hand.
Engage women in conversations about platinum and welcome their questions in order to foster customer relationships early on.
Encourage women to communicate their preference for platinum.
Educate men about the popularity of platinum and the value platinum represents.