Sales Strategy

Scottsdale, AZ--Platinum and diamonds historically have been the two categories with the lowest rates of female self-purchase. But that's all changing now--first De Beers, then the Diamond Producers Association, put emphasis and marketing dollars behind the category, while the Platinum Guild International has worked to move the metal beyond bridal and into everyday jewelry boxes. The Platinum Born collection, designed in Japan and available in the United States exclusively though Suna Bros., has added a range of new product designed to sparkle like a diamond yet remain comfortably within the female self purchase sweet spot price range. PGI vice president Kevin Reilly walks through the latest additions, starting at less than $1,000 retail. Click here or on the image below to watch.