PGI-USA offers insight into male bridal consumer

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PGI-USA offers insight into male bridal consumer

April 15, 2009

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PGI-USA's latest research shows that men are more likely to purchase platinum bridal jewelry, such as this engagement ring by OGI Ltd., if a jewelry sales associate explains the metal's characteristics and value.

New York--Communicating platinum's intrinsic value and inherent characteristics can make the difference in whether or not men purchase platinum bridal jewelry, according to the latest research from Platinum Guild International USA (PGI-USA).

The research was conducted through a series of focus groups held by PGI-USA in Atlanta and Chicago, which included interviews with pre-engaged, engaged and married men between the ages of 24 and 53.

"As a recent survey by Conde Nast Bridal Group showed, platinum is the most highly desired metal for wedding and bridal jewelry," PGI-USA President Huw Daniel said in a media release. "By fully understanding the men's bridal-jewelry-purchase process, we will be better equipped to help our partners fulfill their customers' desire for platinum and maximize their profitability through increased platinum bridal-jewelry sales."

PGI's research revealed that the two aspects about platinum that resonate most with men are the metal's naturally white color and its ability to hold a diamond securely.

Another key finding is that men appreciate the heft of the metal, which they associate with strength and durability.

PGI suggests that sales associates illustrate platinum's weight by implementing a "Platinum Drop Test" during their conversation with the customer. The sales associate should instruct the customer to hold out his hand, palm open and up; then the associate should drop a white gold engagement ring into his hand, followed by a platinum engagement ring.

In addition to platinum's weight, the metal's rarity is another factor that participants in the focus groups were wowed by.

"It came as no surprise that our research revealed men were more likely to purchase platinum bridal jewelry after learning about its rarity," Daniel said.

PGI suggests sales associates use facts that serve as visual prompts, illustrating to the customer platinum's uniqueness. For example, PGI suggests this factoid: "This precious metal is not only 30 times more rare than gold, but it is estimated that if all the mined platinum in the world was poured into one Olympic swimming pool, it would only be enough to cover your ankles. Gold, on the other hand, would fill more than three pools."

Finally, findings from the focus groups show that men are attracted to the idea of "metal harmony" between the engagement ring and his and her wedding bands.

To maximize profitability, sales associates should link the three sales immediately after closing the platinum engagement ring sale and recommend platinum for all three bridal rings.

For more tips and formal training, take part in PGI-USA's free Online Platinum Sales Training on the Platinum Learning Web site, PlatinumLearning.com.

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