Look Book

40 www.thejewelrybook.com These immortal words have been exchanged for gen- erations between countless couples beginning the most important relationship in their lives. "To have and to hold" is not only a beautiful wedding vow, it's also the commitment a platinum setting makes to a diamond on the day the jeweler "marries" them to each other in a beautiful engagement ring. PRE-NUPTIAL RISK MANAGEMENT: Nothing holds a diamond more securely than platinum, but many engagement ring customers don't know that. The engagement ring purchase is one of the most researched, dreamed about, sought after purchases a couple will ever make, and so much of the consideration process is focused on selecting the perfect diamond or colored gemstone. In their quest to fi nd that perfect diamond, couples may spend the majority of their budget on a cen- ter diamond and not have enough left over for the right setting for that diamond. That center diamond represents a huge investment – not only a fi nancial investment, but an emotional one. A lifetime of hopes and dreams are symbolized by the investment in an engagement ring diamond. Investments always come with risks, but a good fi nancial advisor will guide you in diversifying your investment portfolio to minimize risk and protect your assets. Fine jewelers are also professional advisors who have a responsibility to help their customers minimize risk to their investment in an engagement ring dia- mond. A properly constructed platinum setting is the best protection for your customer's investment. FOR BETTER OR FOR WORSE: The fact that platinum does not have "metal memory" makes it a better setting for precious gemstones in the long run. While platinum prongs are likely to bend when subjected to severe trauma or wear conditions, gold prongs are more vulnerable to breaking. Repair- ing a bent platinum prong will also "work harden" the prong making it stronger over time. FOR RICHER OR FOR POORER: While price is cited as the most common barrier to a platinum ring purchase, a platinum setting (or head) can be placed on a ring, even if the rest of the ring is a different metal – like white gold, for just a small additional cost. A recent PGI consumer study revealed that once consumers learned about the importance of setting diamonds in platinum pron gs, over 90% said they would select a platinum setting and would pay, on average, an additional $469 dol- lars to secure their diamond. The other good news – with current metal prices, it doesn't have to cost that much. FORSAKING ALL OTHERS: When considering all of platinum's unique benefi ts and characteristics - like purity, rarity, endurance and naturally white color that will never fade - a platinum setting, unlike all others, will stand the test of time. A diamond engagement ring symbolizes the promise two people are about to make for a lifetime. Your customers will look to you to be their guide in selecting a setting that will hold that precious diamond more securely than anything else. When you help them choose platinum, you'll ensure that they will live… Simon G. M A R K E T P L A C E P G I To have and to hold from this day forward…

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