The time to capitalize on the Platinum Opportunity is now! To effectively sell platinum it is vital to communicate the characteristics that make platinum worth the premium price.  There are three words that heighten consumer understanding of platinum's value, and they are: Pure, Rare, Eternal.  By using these three words in sales presentations, you appeal to the customer on both a rational and emotional level, touching both the heart and the mind.

Pure

People associate purity with quality and value. Emphasizing the purity of platinum helps customers understand they are getting more for their money. Today's customers are willing to trade up and spend the extra dollars, but only if they understand the value of what they are getting. People also associate the purity of platinum with the purity of their love. Useful talking points include:

Platinum jewelry is usually at least 95% pure platinum, whereas 18 kt gold is only 75% pure gold.
Platinum's purity also makes it kind to the skin because unlike alloys found in other metals, it will not cause allergic reactions.
Platinum's natural white luster reflects the true brilliance of gems, providing the best possible setting for precious stones.
Platinum does not tarnish or fade over time.
Platinum develops a "patina" with wear, a finish many people may prefer over the high polish look
Platinum is ideal for sensitive skin because it is naturally hypoallergenic.

Rare

Rarity conveys value. When people are told how rare platinum is, desire increases and they understand why it commands a premium price.  Consumers equate the rareness of platinum with the uniqueness of their own relationship. Facts to drive this message home are:

Platinum is 30 times rarer than gold.
On average, 88 tons of platinum is crafted into jewelry each year, compared to 2,700 tons of gold.
There are only 2 major sources of platinum in the world: South Africa and Russia.
It requires 8 weeks to produce a single ounce of platinum (about 4-5 rings).
It is estimated that if all of the platinum ever mined were poured into an olympic-sized swimming pool, the depth would barely cover your ankles. By comparison, gold would fill up over 3 pools.
There is just one platinum mine for every 10 gold mines which makes platinum one of the most uncommon precious metals on earth.
Platinum emerges from the ground white, and will always remain so.

Eternal

Platinum's durability and ageless quality make it an eternal metal. There is no better choice for the ring that will see a lifetime of wear or a more perfect symbol for lasting commitment. Important communications are:

Platinum will hold precious stones more firmly and securely, giving customers peace of mind.
The world's most famous gems are trusted to platinum, including the British crown jewels and the Hope diamond.
When platinum is scratched, the metal is merely displaced, or pushed aside. Other precious metals actually lose a sliver of metal with every scratch. This means your platinum jewelery can be enjoyed for generations.
Platinum needs less maintenance over time due to its durability and density.
A 6 inch cube of platinum weighs 165 pounds.

Three Keys to Open the Platinum Opportunity

Communicate platinum's value through its pure, rare, eternal qualities.
Offer platinum to every customer, every time. 89% of the target already sees it as the highest quality metal, 81% of the women who walk into your store are already predisposed to choosing it.
Assume every customer can afford platinum.  People are willing to spend more when they understand the value it will bring to them.

Remember, a platinum sale tends to lead to more platinum sales. Once someone buys that first piece, they become three times more interested in acquiring more.  Consider the engagement ring the prime link in a growing chain of platinum jewelry.  Providing customers with a wide range of platinum options that reflect their unique personality and style will reward you with repeat sales.