"Stylish," "sophisticated," "modern" and "beautiful."  Is it any wonder that these words, commonly used to describe Mavens - the fashion-savvy trend setters who are known in the industry for predicting "What's next" - are often the very same words used to depict their preferred jewelry, platinum? Lucky Magazine recently surveyed 1,000 jewelry mavens for PGI in November 2005 to get their take on platinum jewelry.  The mostly 18-34-year-olds polled unequivocally prefer platinum over gold or other metals, citing personal style preference, durability and its superior aesthetics when coupled with diamonds as its top drawing features.  And, most believe the cost differential between platinum and gold, whether shopping for it or receiving it, is well worth it, considering platinum's more "serious" status.  While some Mavens acknowledged a possible trend in non-bridal yellow gold fashion jewelry, these savvy influencers commonly

associated terms such as "forever," "elegant," "glamorous," "rare" and "expensive" when describing platinum jewelry, as opposed to "chic," "fun" and "glam" when describing yellow gold.

BUT ARE RETAILERS MISSING AN OPPORTUNITY?   Many prospective brides are already sold on platinum before entering a store, but many have had to take the lead in broaching the subject of platinum, as sales associates often lack the knowledge to explain the advantages of platinum over gold.   Failing to identify these selective buyers upfront can result in significant lost sales opportunities and profit potential. A sales associate's knowledge of a product is paramount.  PGI has created two methods to assist  in the training

of sales associates: a facilitated training session, and a sales training DVD - designed to help associates not only understand how to capitalize on platinum aspirations many bridal customers have before entering a store, but to also help them recognize and articulate the superior qualities of platinum that lead to acceptance of its price premium.  PGI also offers a variety of other sales aids, such as Tip Cards, the Men's Engagement and Wedding Ring Guide, and the Platinum Buyer's Guide.

Finally, retailers don't want to be caught off guard when they have an informed and ready buyer.  Adequately stocking an assortment of platinum jewelry to maintain a store's reputation for quality upscale inventory will pay off in spades.