PGI periodically publishes articles to assist you with all aspects of platinum jewelry. The articles below pertain to Marketing and Sales Support. If you are interested in Technical Support, please click here. If you have any questions or comments, please email PlatinumGuildUSA@pgiglobal.com.

Consumer Research

	Desire vs Acquisition US bridal acquisition of platinum is up to 44%. 71% of women seeking engagement rings want platinum. Sales opportunity grows every day.
	Selling Insights: Women and Platinum Women are already predisposed to desiring platinum.  Higher perceived value justifies its higher price point.  But focus groups raised overall issues about shopping for engagement rings that provided important insights into the sale of platinum.
	Selling Insights: Men and Platinum In February 2003, PGI conducted focus groups to learn more about educating soon-to-be-engaged men about platinum.  Data was taken from two groups of engaged men who had purchased a ring in the last six months, and two groups who were planning to buy a ring in the next six months.
	TheKnot.com Survey Reveals Untapped Potential for Jewelers A recent major study by TheKnot.com underscores the importance of good relationships between marrying couples and their jewelry stores.
	Mavens In Action A survey of over 5,000 jewelry aficiaonados and influencers to better understand the jewelry preferences of women.
	Teen Vogue: Teenaged Girls Know What They Want, And It's Platinum This age group, highly influenced by celebrities and pop culture, has a clear message for the jewelry industry.  They want platinum, and they want it now.

Miscellaneous

	Do Your Know Your Mavens? Every consumer group has an audience who is distinguished as being more interested, more current, and more savvy about a product category.  Identify and understand your audience, and you are well on your way to increasing your return on word of mouth marketing
	Gone Platinum Breakfast Event View videos from PGI's Gone Platinum Breakfast Event at the 2006 JCK Las Vegas show.
	Eternal Symbolism Learn more about the historic symbolism of the wedding band
	Platinum Couples Of Our Time Read about famous couples who sealed their love in platinum
	PGI And Glamour Magazine Select Four Couple-Of-The-Year Sweepstakes Winners The 2006 PGI and Glamour Magazine-sponsored "Couple of the Year" contest held last fall drew hundreds of entrants nationwide, who shared their unique stories about how their love had "Just Gone Platinum."
	PGI Is Helping Sales Associates Nationwide Achieve New Levels Of Success... "I'm positive proof that with little or no experience at all, any platinum sales associate can build a lucrative platinum sales career by taking advantage of the PGI sales information that's right at their fingertips," said Natalia Thompson of Robbins Diamonds in Delaware, Pennsylvania.

PGI Working For You

	Take The Martha Stewart Weddings Platinum 3-Ring Challenge Martha Stewart Weddings Magazine is calling on all retail jewelers to take the platinum 3-ring challenge and enter their most innovative and superior 3-ring presentations for a chance to win fabulous prizes and invaluable exposure in the winter 2007 issue of the queen of chic's Martha Stewart Weddings Magazine.
	Getting Her To Say "Yes!" Platinum Guild International USA (PGI-USA) has launched two innovative tools designed to inform men about selecting the "right" engagement ring, and offer suggestions for popping the question:
	PGI USA PR Results In 858 Million Impressions Platinum Guild International's public relations team consistently generates publicity that drives the incredibly high desire for platinum.
	PGI's New Branding Take a deep dive into the lives of today's soon to be married couples to understand PGI's new brand positioning for platinum
	Preferred Platinum Partner Program The Preferred Platinum Partner Program provides targeted support to all levels of the supply chain from the manufacturer through to the retailer, while continuing to keep consumer desire high and driving consumers into platinum retailers.

Sales Tips

	Bringing Wedding Bands To The Forefront With Profitable Results By implementing these "How to Seal the Three-Ring Deal" Wedding Ring Guidelines, retailers can expedite and boost platinum wedding ring sales with their engagement ring customers.
	Five Minute Sales Course Click here to review the features and benefits of platinum and the value of using Pure Rare Eternal when talking with customers. Use these facts to help close the gap between customer desire and acquisition of platinum jewelry.
	Feel The Difference It's a feeling...something inherent, that you can't quite put your finger on.  But it's there, both physically and beyond.  It's the sensation brides and grooms experience wearing platinum rings every day, and something platinum retailers should be sure to promote when couples are deciding on a precious metal for their rings.
	Take Back The Wedding while the cost of weddings has increased by 25% since 2002, wedding band sales have increased by only 1% -- a pretty sobering statistic given wedding jewelry only represents 7% of the total wedding budget (CNAWS, 2006).
	Platinum Display Tips 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.