Sales associates encounter questions about platinum jewellery everyday. Make sure those on the front lined are armed with the correct answers by consulting the list below of commonly asked questions, complete with answers and possible responses. If you have other questions you would like assistance answering, send an email to ukinfo@pgiglobal.com.

"What is the difference between platinum and white gold?"
FACTS:
. Platinum is naturally white and remains so. White gold is created by adding whitening alloys to gold, and usually needs repeated rhodium plating.
. The high purity of platinum jewellery makes it hypoallergenic, regardless of alloy. If alloyed with nickel, allergic reactions may occur with white gold.
. With the same wear, platinum jewellery will maintain its integrity longer than white gold.
You could say:
"At first glance you may not see the difference. However, over time the difference will become more visible as the white gold begins to show signs of its natural yellow state. Platinum is a naturally white metal, which means it will remain white for a lifetime."

"Why does platinum cost more than other metals?"
FACTS:
. Platinum jewellery is usually 95% pure, compared to 18K (75%) and 14K (58.5%).
. Platinum is 30 times more rare than gold.
. The process of making platinum jewellery usually requires a higher level of craftsmanship.
You could say:
"Platinum does cost more - and it should! Platinum jewellery is usually 90-95% pure, which means you are getting more of the precious metal you are paying for. And you'll be glad that you spent a little more. Why? Because you can enjoy it for a lifetime."

"I thought platinum was not supposed to scratch?"
FACTS:
. All precious metals scratch, including platinum.
. When platinum is scratched the metal is merely displaced and little is lost.
You could say:
"All precious metals scratch, even platinum. However, when platinum is scratched, little metal is lost, which means it maintains more of its volume and value over the years. So platinum jewellery can be treasured for generations."