Women are already predisposed to desiring platinum.  Higher perceived value justifies its higher price point.  But focus groups raised overall issues about shopping for engagement rings that provide important insights into the sale of platinum which are provided below.

TREAT ME AS A POTENTIAL PLATINUM CUSTOMER:
Many women notice that they are offered lesser metals first and have to bring up the subject of platinum themselves. Always assume she's a platinum customer. Always offer platinum.

Many women feel sales associates don't take them seriously without a man along. A jewelry purchase often starts with her desire-never underestimate the power SHE has in the purchasing process.

I PREFER IN-STORE EXPERIENCE TO ONLINE RESEARCH:
Women like to educate themselves in the store by touching, trying on and talking about jewelry. Don't be afraid to guide her purchase decision.

Buying jewelry is a sensory experience for women, and requires handling pieces, viewing in a mirror and comparison with other styles. Always let her touch, feel and connect with jewelry. If you don't bring it out of the case, she's never going to buy.

I ALREADY LOVE PLATINUM:
71% of all women shopping for engagement rings are committed to buying platinum.

BASE: All women aged 18-34 shopping for their engagement ring (125)
QUESTION: Thinking about an engagement ring.  Which of the following phrases best describes how you feel about each of these precious metals?

The majority of your customers are walking into your store already desiring platinum. All you have to do is offer it.

79% of all women identify with the qualities of platinum.

BASE: All women aged 18-34 shopping for their engagement ring (125)
QUESTION: Imagine that these precious metals were to come to life as people.  For each of them please indicate which of the statements best describes how close you would feel to him or her.

Women have a strong emotional bond with platinum, so sell to her self-image.

Current female platinum owners are 3 times more interested in acquiring more platinum than any other metal. A platinum customer can be a customer for life-all you have to do is make the first sale.

ARE YOU MISSING A HUGE OPPORTUNITY?
Women walk into a jewelry store already primed to purchase platinum.  Whether they are first time buyers exploring engagement ring possibilities or current owners of platinum jewelry, if sales associates aren't offering platinum first, and to every customer, a huge opportunity to expand profit margins is missed.  Communicating platinum's value isn't just appreciated by consumers at an informational level, it establishes a connection with their pre-existing desire which can translate into a sale.