In February 2003, PGI conducted focus groups to learn more about educating soon-to-be-engaged men about platinum.  Data was taken from two groups of engaged men who had purchased a ring in the last 6 months, and two groups who were planning to buy a ring in the next six months.  Below is a brief overview of selling insights.

EDUCATE ME, DON'T MARKET:
Men respond well to straightforward, objective information about platinum, and resisted sales pitches, marketing ploys and flowery language.  Give them the facts.

Men want to be fully informed about the engagement process, and look to both their local retailer and to online sources for factual information about engagement rings.  Build his trust by making him feel comfortable about his purchase.

Some men have concerns about different levels of platinum's purity (900 vs. 950) and whether their selection is the purest kind.  However, when purity of platinum is compared to purity of gold, that knowledge is reassuring. Discuss platinum's purity as it is reassuring to customers.

Men are interested in the scientific and technological information about platinum. Learn platinum's basics and be able to discuss these basics with customers.

I WANT THE RIGHT RING:
Men's primary concern is finding the right ring, BUT they resist having the fiancée too closely involved as they want the proposal to be a surprise. Help him accomplish his goals.

Men often feel insecure about ring choice.  They want information about diamonds, appropriate costs, different style options, settings and sizing. Know what information he's looking for and be prepared to discuss his questions with him.

PLATINUM APPEALS TO ME:
Men are very likely to consider platinum for their own ring when they know their fiancée wants platinum for herself. Don't forget his ring when he's buying hers.

The majority of men have a very positive image of platinum, and consider it 'best' and 'strongest' metal.  Sell to platinum's status.

Men are attracted to the purity of platinum, and value information that platinum's naturally white quality makes it best suited to compliment a diamond. Platinum's durability also offers more security for their investment. Platinum is a diamond's best friend, so encourage the customer to select the metal that will protect their investment.

Men respond well to the 'Pure. Rare. Eternal.' brand line because they feel it gives them a better understanding of the value of platinum. Turn conversations about platinum price into a discussion of value using platinum's core attributes, pure, rare, eternal.

ARE YOU MISSING A HUGE OPPOTUNITY?:
Men are naturally drawn to the qualities of platinum. If you aren't offering platinum to every customer, you are missing a major opportunity to expand your profit margins.  Communicating platinum's value isn't just appreciated by consumers at an informational level.  By building on their pre-existing desire, it establishes trust and a connection which can translate into a sale.