It's no coincidence that consumers leave bargain basement stores with a different buying experience than that of an upscale retailer. There's a psychological "I'm worth it" exuberance many consumers acknowledge when buying luxury goods from a fine retail establishment.  And, these consumers are often willing to pay a premium for this "I'm worth it" buying experience. Consumer decision-making is affected by the aesthetic retail environment and visual display of luxury goods.  So investing in the image and visual impact of your retail store's displays will likely prove to be money well spent.

How To Put Platinum In Its Best Light
Assume your customer wants the very best, and show them a significant selection of platinum engagement rings and wedding bands.
Separate platinum from your other white metals and utilize PGI's recognizable Pt logo and in-case signage to distinguish platinum. Distinguishing platinum from other metals, will help your customers to understand platinum's unique and superior qualities, as well as the value for the price.
Capitalize on the 2 people = 3 platinum rings equation by displaying the 3-ring ensembles together.
Be sure that every customer has the opportunity to feel the platinum difference by holding a platinum ring in his or her hand.
Your sales associates represent an excellent form of merchandising. To help them sell platinum, have them wear a few pieces throughout the day.
Advise customers that platinum is naturally white, and 30 times more rare than gold.

Give your customers every reason to believe they've arrived at a professional, credible and successful luxury goods retailer from which they can purchase platinum jewelry with confidence.