National Jeweler Network

Market Developments

PGI training retailers on Millennial interactions

October 29, 2013

New York--With the increasing impact the generation known as the Millennials have on the bridal industry, Platinum Guild International USA (PGI) has launched a new training program to help retailers successfully sell platinum to this growing consumer group.

Titled “Selling to the Millennial Consumer,” the training module focuses on “the Millennial couple and their mindset when shopping for bridal jewelry” to help retailers develop strategies to best convert customers this season.

It includes testimonials from platinum sales experts about their experiences, sales tips and how to best handle challenges. The program will be hosted on
“Retailer training is crucial in order for a salesperson to have the correct information to sell platinum,” David Gardner, of David Gardner’s Jewelers in College Station, Texas, said in a PGI release.

“There is an increase in our platinum sales every time we have a training, whether in person or online, because our salespeople are armed with the knowledge of platinum’s attributes and the confidence to offer it as the ideal metal for bridal jewelry.  As a jeweler in a college town, we are especially thrilled to take advantage of the new online module that will provide a better understanding of the millennial as our customer.”

As part of an incentive running through Nov. 15, those that complete the training also will be entered for one of five chances to win $250.

More information about the online training and other PGI trade support programs will be available at PGI USA’s annual trade breakfasts, scheduled for Nov. 8 at Maloney & Porcelli in New York and Nov. 22 at Patina in Los Angeles. Those interested in attending the breakfasts can RSVP to Jillian Moynihan at