Platinum sales are on the rise at Day’s Jewelers in Waterville, Maine, reflecting a growing trend among consumers. With gold prices soaring, platinum’s cost has become increasingly comparable, encouraging customers to upgrade.
Platinum’s Unique Advantages
Joe Corey, president of Day’s Jewelers, credits the surge to educating customers about platinum’s distinctive qualities. “The best way to sell platinum is by highlighting its features and benefits,” Corey explains. For example:
- Natural Whiteness: Unlike white gold, platinum doesn’t dull or require regular replating.
- Durability: Platinum’s prongs and shanks last longer, offering better wearability.
- Purity: Platinum is 90–95% pure, compared to 75% for 18k gold and 58.3% for 14k gold.
Addressing Cost Concerns
Corey reassures buyers hesitant about platinum’s higher upfront cost. “While platinum may cost more initially, you’ll save in the long run with fewer repairs,” he says, emphasizing its long-term value.
A Style That Sells
Corey highlights styles that resonate with customers, such as a platinum oval diamond halo engagement ring featuring 1.1 carats of diamonds, priced at $7,195. These timeless designs underscore platinum’s appeal for durability and beauty.
By focusing on platinum’s advantages, Corey demonstrates how jewelers can turn price-conscious shoppers into platinum enthusiasts.