Good morning blogworld! In case you don't know what I do, I work in my family's retail jewelry store in downtown Portsmouth, NH. Our store has grown a lot, to say the least, since my father starting making hammered gold & silver jewelry to sell to summer tourists in Perkins Cove back in the 70's. Today we carry quite a few nationally known designers, and we are the premier shop for jewelry repair and custom design in the greater seacoast area. Besides our specialty in being able to custom design basically ANYTHING you can dream up, we carry an extensive collection of about six different bridal lines, all different styles and price points, plus additional pieces here & there, have access to other designers even if we don't showcase their bridal lines in store, AND we carry the BEST of the best Ideal Cut diamond, the original, the world's most beautiful, the Lazare Diamond. Our (relatively) new store slogan is that we're "Where the Seacoast Gets Engaged!"
So this post is a little shameless plug on behalf of the entire jewelry industry for the king of all precious metals, my personal favorite of course, PLATINUM. The reason I bring this up is that we had a great training session compliments of the Platinum Guild earlier this week and I want to share all the great stuff I learned with all of you. Plus it's helpful for me to review as I start using it to (hopefully) sell even more platinum jewelry, especially to brides & grooms!
Did you know that 81% of women about to be engaged want platinum? Hey, maybe you are/were one of them! Our society has kind of ingrained in us that platinum is the best. What's better than an AMEX Gold (or Black or whatever)... Platinum. What happens when a record is really selling? ... It goes Platinum. Okay, so you know you want platinum, but why? And, probably more importantly, why should you spend the extra money to get platinum, because yes, it is quite a bit more expensive.
To help you (and those of us selling it) understand why platinum is such a superior metal, the Platinum Guild came up with a fun little mnemonic device to keep track of all the features... and I'll tell you the benefits! (If you can't figure them out for yourselves. I know you're all very smart.) So here it is: She PREFERS platinum.
Pure
Rare
Eternal (Enduring)
Feels Significant
Emotional
Real White
Secure
Pure: At 90-95% pure platinum, you are getting more of the precious metal you are paying for. (This is also one of the reasons platinum costs more, because it takes more of the actual metal to create the jewelry you are wearing.) 14KT gold is 58.5% gold and 18KT gold is about 78% gold, with the rest of those metals being made up of various other alloys - often base metals, not precious metals. Platinum on the other hand is alloyed with other precious metals. This is why Platinum is hypoallergenic, and non-corrosive, whereas gold is not. Why wouldn't you want to give or get the purest precious metal when it comes to your engagement & weddings rings, the most significant, forever symbol of your love?
Rare: Platinum is 30 times more rare than gold. Approximately 88 tons of platinum are made into jewelry each year, as opposed to 2700 tons of gold. Also, if all the platinum ever mined were melted and poured into an Olympic-sized pool, it would barely reach your ankles. Gold, on the other hand, would fill three Olympic-sized pools. The higher price per ounce of platinum is primarily due to its rarity.
Enduring: I actually like to use the word "eternal" here, because it makes me think about being in love forever, eternally, no matter what happens... and how with a platinum ring, the exact same ring and metal will be passed on from generation to generation, serving as an eternal symbol of your love, your relationship, and your family. Platinum's density makes it highly durable. Unlike gold, when platinum is scratched, very little metal is lost, it is merely displaced. This is why platinum takes on what we call a "patina" - like a satin finish - over time. Gold loses little slivers of metal every time it is scratched. It will need maintenance and repair over time, and ultimately will need to be part or fully replaced to be passed on from generation to generation. (Sidenote: this is something to consider when comparing the price of gold to platinum rings... platinum may cost you more now, but long term, the expense of keeping your gold rings in like-new condition will probably surpass the original cost of platinum.) Platinum rarely needs much maintenance or repair work. In fact, the metal is worked by wear, and the surface actually becomes harder and more durable over time. As the Platinum Guild says, "As the ultimate symbols of love and commitment, a platinum engagement ring and wedding band are perfect for a lifetime of everyday wear. And like your love, platinum grows stronger over time!" Awwww.
Feels Significant: Feel that reminder on your hand? Don't you want to feel inside that you got the best of the best? I know I do. Some people are surprised by the heaviness of it at first, but I love it. And I think most customers come to, as well, after they get used to it. Platinum is 60% heavier than 14KT gold and 40% heavier than 18KT gold. A six inch cube of platinum weighs 165 pounds. Yowza. Again, it's because of the density of the metal, and the purity of it as it is used for jewelry. Being able to feel the weight, the significance, of a platinum ring on your hand, symbolically is so meaningful to me. You want to have the constant reminder (in a good way!) of your love & commitment to each other.
Emotional: The wedding band is the outward & visible symbol of your inward & eternal bond. You're planning on getting married and having this bond right? Well, like I've said 81% of women want platinum, and I'd guess about 100% of men want to make their woman happy, so they can be confident in choosing platinum as the first choice. There is an innate sense of pride in giving, wearing, and owning platinum, because we know it is the best of the best, and truthfully, I do think it makes it that much more meaningful. It really is the most befitting metal to symbolize the ultimate commitment that is marriage, and as we see today, platinum has always been the choice metal for bridal jewelry - it is what we see in antique and heirloom pieces most often today, both because it was always a preference, and because quite frankly, the gold pieces just didn't last.
Real White: Platinum is a naturally white metal, gold is not. There is no "white gold" mine out there, guys. Sorry. It kills me people actually white gold is WHITE. It's really not. Gold is gold. You know the color gold? Yeah, it's named after gold. Duhhhhh. To be white, gold is mixed with different alloys that are white. Then, to make it look really white, it typically gets plated with rhodium, which is a platinum family metal, naturally white, and very hard. But rhodium wears away, and then your white gold starts to yellow with wear. You can have it rhodium plated again and again, but trust me, that gets expensive. I love the cup of coffee analogy to help people understand how they make white gold. No matter how much cream you put in a cup of coffee, it's still not white, right? Coffee is black. Or brown. whatever. If you put even one drop of coffee in a mug full of cream, it's going to taint the color. So gold is gold (yellow) and we have to have at least 58.5% of it in there to have it be 14KT. Even if the rest is all cream (meaning solid white metals), it's still not going to be white white. Not white like platinum. And so ends my little rant on white gold. (Sorry, it's a thing I have.) Anyway, as platinum is so lovely and white, it is the best metal to showcase diamonds, especially important ones like oh, I dunno, in an engagement ring. Gold, even "white" gold, can reflect some color into the diamond and detract from it's brilliance. We don't want that!
And last but certainly not least....
Secure: Oh this is an important one. You are going to wear this stuff the rest of your life. TRUST me, no matter how laid back you think you are, people are very attached to their jewelry, and no matter how educated or good about taking care of it, they do not like having to leave their rings for repair, rhodium plating, and so on and so forth. As I have mentioned, platinum is very strong, durable, and corrosion resistant (this is because it does not have base metal alloys like gold - there is only one acid, ONE, in the world, that affects platinum, and I forget what it is, but if you're dealing with it, you are (or should be) wearing a hazmat suit). Platinum is also more malleable than gold, which is brittle, and thus offers better protection for diamonds. The prong may bend out of place, but a gold prong is more likely to break when subjected to force. Bottom line: Platinum holds diamonds most securely, when properly designed, which means you can wear your platinum jewelry for years, worry free.
So there's my spiel on platinum. I hope you enjoyed, and I hope you learned something! If you or any bride- or groom-to-be has questions about platinum vs. gold, or anything else jewelry-related, please let me know. I LOVE to talk about jewelry, ESPECIALLY engagement & wedding rings right now! (I'm sure you can't imagine why!) I have a degree in graduate gemology and am a certified diamond grader, in addition to having been around the jewelry industry my entire life, so I like to think I'm a pretty good resource.
A lot of times people seem to forget the rings when it comes to their wedding budget. Today, even gold bands can run you a pretty penny, plus some designers and custom pieces can take up to 4-6 weeks to order/create, so you do need to plan for this purchase and put some thought into it. Of course I feel strongly it's something you should make (lots of) room in your budget for - for quality (ahem, platinum) and for what you really really love. The rings mean so much, they really do, you wear them every day, and they really are THE symbol of your love and your marriage. Owning an heirloom piece (even though it's not platinum), I know how AWESOME it is to inherit something that has meant so much for so many, and been passed down as a symbol of love & life in a family. I plan to take good care of it, switch it to my right hand when I get my platinum wedding set, and I look forward to someday passing it onto our son or daughter and telling the story of the ring that has become so precious to me.
