PGI recently set out to delve into the emotional mindset of soon to be engaged couples to better understand how best to position the platinum brand in today's booming bridal jewelry market.  These modern-day relationships have evolved dramatically since the days of blushing brides and hand-wringing grooms, and understanding the new dynamics of love is key to successful bridal jewelry marketing.  Today's couples feel their relationships are deep and

special- often having been in live-in relationships for some time before the question is popped.Their sense of intimacy and security makes them feel their love is unique - something they've never experienced with anyone else, something very different to previous generations.  And, while they look forward to the engagement and the wedding day with great anticipation, they are less consumed with the fanfare associated with these events, more concerned with the quality of their relationships.

Making them appreciate the importance of their bridal jewelry- beyond the engagement ring to include his and her wedding bands is an opportunity to be seized.  Couples relating the qualities of platinum - pure, rare, eternal - to the qualities of their love, will be more likely to determine that for them, there is no choice but platinum.  Ensuring a higher dollar sale for you.

Independent research revealed that brides commonly drive the engagement ring selection, and platinum is most definitely their precious metal of choice.  They understand that platinum is the best precious metal, and because their love is so special only want the best to represent it.  Although brides are less interested in the "whys" of platinum's superiority, retailers still need to take time to reinforce why platinum's pure, rare and eternal characteristics most aptly fit their unique love. Grooms, on the other hand, generally feel out of their element when jewelry shopping.  They know that getting the right ring is essential, and even if they're aware of their fiancé's ring preference, they will still want to be educated and reassured about their purchase.  Even more so dealing with a premium purchase such as platinum.  Let them feel the heft of platinum, the best way to demonstrate the premium quality of this rarest of precious metals.

Brides prefer wedding bands to match one another, as well as the engagement ring.  However, because the wedding bands tend to be purchased on average only three months before the wedding, they compete within a dwindling budget for other wedding day items, often forcing couples to compromise.  Retailers would be wise to suggest early in the process, the benefits of purchasing all three rings together, so they don't run the risk of losing a higher dollar sale later on.

"Your love has just gone platinum" is the theme of PGI's new multi-million dollar bridal campaign, capturing the aspirational nature of today's couples wanting the best bridal jewelry to complement the best love they have ever experienced.  Be sure not to disappoint them by letting them walk out of your store with second best.