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One of the best ways for jewelers to sell more platinum, sales experts say, is incredibly simple: use signage that identifies the precious white metal that is already a bridal jewelry favorite.

Platinum Guild International USA offers retailers a free in-store platinum signage program and tips on how to play up platinum’s unique qualities.

This “Kurve” sign can be placed on a countertop to help identify an area where platinum bridal is sold.

The PGI free signage program includes attractive in-store signage from counter cards to Invisa-view signs. Each one features a product image and logo against a background of PGI's new ad image and tagline, "Some things never fade.  A love that's true.  A ring that's platinum." 

These Invisa-view signs, very popular in New York City will appear nearly opaque to passersby outside, but they are see through, except for some tinting, to those within the store.  

All retailers can get the free signage by going online to platinumsignage.com (sign in using username: pgguest, password:pgsignage) where they may choose from multiple signage options, including Duratrans, tabletop "Kurve" signs and slim-edged light pads among others. PGI will have the signs made and shipped to the retailer at no cost to the retailer or the featured manufacturer.

These classic counter cards feature platinum ads designed to signify that the jeweler sells platinum bridal jewelry.

The signs can be a way to prompt conversations with customers about platinum. Here are some ways to get the conversation started. 

*Platinum doesn’t fade: Retail jewelers and salespeople know that platinum is a naturally white metal that doesn’t change color or fade over time, but millennial consumers who are the core bridal target market? Not so much, PGI research found. Use the signage as a springboard to discuss the unique characteristics of platinum and compare those qualities to that of a relationship that endures can work pure magic at the sales counter, experts say.  It’s the symbolism of it, and young couples in love and getting ready to marry will grasp that. 

*One of the best times to buy platinum. Ever. A running theme that you’ll hear this year from jewelers across the country—is that this is one of the best times in history to buy platinum. While platinum has always represented good value, the current metal price scenario has placed the per-ounce price of platinum below that of gold, reconfiguring the value equation among bridal metals. Jewelers can use the value proposition as a way to encourage bridal customers to seize the day (before the big day, of course) and go platinum.