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55 www.thejewelrybook.com tive customers. Modern relationships take many forms and it's best to position your store as a destination for all couples interested in buying commitment jewelry to symbolize their bond. With a few tweaks and a commitment by the entire team to inclusivity, this simple change will transform the customer experience and impact your bottom line. Creating memorable customer experiences Have you considered product activations to supple- ment the sales presentation? A product activation gives your customers an opportunity to interact with and learn more about your products in a fun way, experiential way. When it comes to platinum – here are a few simple and creative activation ideas. #1 – The Drop Test – feel the platinum difference One of the benefi ts of platinum is the fact that it feels signifi cant when you slip a platinum ring onto your fi nger. The weight of platinum feels really luxurious (it's 60% heavier than 14 kt. gold /40% heavier than 18 kt). Your customer will "feel the difference" when you simultaneously drop a 14 Kt. white gold ring in one hand and a platinum ring of a similar style in the other. Fun fact: a 6" cube of platinum would weigh 165 lbs. That's how dense it is! #2 – Chalk vs. clay – the enduring nature of platinum Explain the difference of how gold and platinum wear with the chalk vs clay analogy (even better if you can bring this to life in the store). Ask part 1: What happens to a piece of chalk when you write on a chalkboard with it? Answer part 1: Little bits of the chalk wear away every time it makes contact with the chalkboard, right? Eventually, the chalk will wear down and need to be replaced. The same thing happens with gold. Every time that gold scratches, microscopic bits of it wear away and eventually prongs need to be re-tipped or replaced and shanks will thin and may need to be reinforced. This metal loss may make diamonds and gemstones vulnerable over time. Ask part 2: Now, what happens when you run your fi nger across a bar of clay? Answer part 2: The clay just moves to the side and none of it is lost, just like when platinum scratches, the metal is just displaced and not lost. Another fascinating thing that happens is that platinum "work hardens" – that means that every time it is scratched, the surface of the ring is actually condens- ing and getting stronger. So, over time, white gold will wear away while platinum will get stronger. Very few products actually improve with age – another platinum advantage. Utilize these activation scenarios to bring your customer on an interactive purchase journey and to share that you can offer them the best value for their money when you offer them platinum Remember the wedding bands – they're a profi table opportunity Did you know that more than half of consumers do not return to the same store where they purchased their engagement ring(s) when it comes time to purchase wedding bands? Prioritize the wedding band purchase, it presents such a great incremental profi t opportunity. Stay in touch with these custom- ers and establish a long-term relationship. You have the opportunity to become their go-to destination when celebrating all of life's milestones and moments. Reapply these recommendations to transform the customer experience and make your store a destina- tion people want to visit. A place where they'll have a fun and informative experience with a knowledge- able staff they can trust. Recent events have shown it is the right time to make infl uential changes to your business while prioritizing the health and safety of your team and your customers. For more information, visit PGI's online learning and digital resource center at www.platinumlearning.com.

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