In a recent advertorial featured in Elle Magazine, famed Wedding and Party Planner Robert Smith tells Elle readers he recommends platinum for the wedding bands his clients will be buying. 

Wedding planners and industry insiders are consistantly recommending platinum as the best choice for a couple's wedding bands.  Tapping into the increasingly savvy and organized engaged couple and what is influencing them can have a profound impact on your business.

Remember, all couples should be treated as two people buying three platinum rings.  To maintain a customer for life, make sure to talk to them not just about their engagement ring, but also about their wedding bands.  Forming this relationship with them early on will keep them coming back and when platinum becomes one of their first jewelry purchases, they'll tend to always want platinum.