“It changed my whole outlook on platinum and I now realise that we can offer it as a first rather than a last option,” says Wendy Foote, the director owner of Topsham Jewellers of Devon. Foote was one of the attendees at the recent ‘Platinum Training Day’ staged by Domino in conjunction with Platinum Guild International (PGI).
Some twenty retailers from throughout the country attended the event which was held at Domino’s headquarters in Birmingham’s Jewellery Quarter on 18th October 2012. Attendees were treated to a tour around the company’s high-tech manufacturing facility. This included a demonstration of the casting process as well as a look the firm’s sophisticated rapid-prototyping facilities, its setting department and in-house Assay Office before hearing a presentation on how to profit from platinum by PGI’s specialist sales trainer.
As a result of attending Foote says she has decided to do away with 9ct white gold wedding jewellery from her stock and to upgrade to 18ct white gold and platinum. “We loved what we saw and are so enthused and confident that we can sell platinum that we will now be restocking from Domino to go up-market,” she says.
Another attendee, Simon Belson, from London’s Hatton Garden, was also excited by what he had learnt. “It was really, really good – both productive and enjoyable. I thought I had a reasonably good knowledge of platinum but I know 100% more now than I did before I went. I also understand how long it takes to source just a small quantity of platinum and can really explain to customers why it is so rare and valuable and why it is the price it is.”
The event also allowed the Domino sales team to introduce retailers to its most recent ‘Platinum Bridal Collection’, backed by PGI, which was launched earlier this year. All retailers stocking five or more pieces from this collection receive a ‘Platinum Profits’ kit. This includes an educational guide on platinum for staff; an eye-catching display stand for use in store; an attractively illustrated ‘Buyer’s Guide’ for consumers and a ‘Precious Metals Comparison Chart’ for use by sales associates when demonstrating to customers why platinum’s unique qualities make it the best choice for bridal jewellery.
The collection comprises six individual suites of jewellery, each with its own particular romantic story to tell. All the suites have matching engagement and wedding rings but some also offer pendants and earrings. Designs vary in weight from 2.5 – 5.0g of platinum, allowing entry at a wide range of price points.
“The feedback we received from those who attended speaks for itself,” says Domino’s Sales and Marketing Director, Andrew Sollitt. “There are undoubtedly opportunities through selling platinum. We hope our training days are going some way to providing the information our customers need to help sell this very special metal with confidence and success.”