Platinum‘s resistance to wear and tarnish makes it well suited for the finest of jewelry. The distinct, natural white tone is incomparable, and a soft patina paints the piece with an antique hue as time passes. This hypoallergenic metal will not react to the body’s natural chemicals, so it never changes color. Due to its durability, your platinum jewelry can also be an heirloom, passed down from generation to generation to remain in your family forever.

Platinum is the superior option when purchasing an engagement or wedding ring due to the metal’s strength. You can be assured that your diamonds and precious stones will be held securely in place for a long time. Its subtle luster enhances a stone’s appearance rather than overshadowing its natural beauty. Pay the ultimate compliment to your diamonds and stones by surrounding them with platinum.

While shopping for your bridal jewelry, try comparing a platinum ring to rings made from the other metals on the market today. Hold a ring made from gold or palladium (and even tungsten or titanium) in one hand, and a platinum ring in the other. Feel the quality of each. Observe each metal’s weightiness and study their textures. If you are concerned with overall durability, consider that platinum will hold its color and unlike most other metals, it maintains its weight, so complete restoration is almost always possible. When platinum is scratched, the metal is merely displaced, and can be moved back into place with refinishing.

Platinum has a place in the mind of the educated consumer that appreciates the value of longevity. Whether you are searching for the perfect engagement ring, or you want your man’s wedding band to hold up to the rigors of everyday life, platinum makes sense. What costs a little more today will come to represent an everlasting snapshot of your commitment and love. Long after the ‘big day’ is over, your platinum jewelry will be the one thing that will continue to last your lifetime. Even beyond.

Platinum – no other precious metal offers the same level of excellence.

Your package will cover basics like solitaires, three stones, three stone plus, classic channel, pave, micro-prong, shared prong bridal and more.  It comes with all of the customer service specialization that Novell customers expect, including availability in 14 and 18kt gold or palladium, and setting of your center stone or sides in the case of 3-stone rings. 

The GAME program will have its own dedicated website with a full service B2B and up to the minute pricing in all the precious metals.

The retailer agrees to replace anything that they sell from stock when visited or called by their sales representative and that they agree to place all special orders with Novell.  The price of the GAME product will be very competitively priced and compelling.   

Participating stores increase the value of their inventory for no cost and have something special to offer their customers.

<More details about The GAME will follow!

*To participate in ‘the GAME’ qualified stores send qualifying amount of platinum (you can also qualify by returning gold or palladium) to Novell’s GAME Receiving Department by a date soon to be announced.  All receipts will be opened under recorded surveillance.  All received product will be individually assayed and the assay credit info will be recorded and posted on the B2B.

**Two levels of packages are available depending on the size of your store(s) and volume of your bridal business.

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Any rational thinker would agree that we all need to aspire to excellence. And yet, we see jewelers abandoning precious metal. Can you imagine?

So, even if you sometimes feel like our industry has slipped into a deep, dark hole, filled with bad product, misinformation, and self-serving talking heads – there’s a bigger, better picture.

Consider what else you might find at the bottom of a deep, dark hole. Platinum!

<< Pre-Game Page Three | How to Play The Game >>

 It is best when their bridal selection includes the things that they can service and specialize in.  They need to be experts in the things they sell.

Yet, finances and an unpredictable business cycle make it difficult for some retailers to stock the jewelry they would like to.

It is practical economics: if an industry eliminates it’s top-end product, expectations go down, and the industry drowns in the flood waters of its own apathy. 

Think about it practically. 

Would Mercedes stop making the S-series? 

Would Rolex lower the bar not sell The Rolex President? 

<< Pre-Game Page Two | Pre-Game Page Four >>

Large Internet retailers reap the benefit when bricks and mortar stores do not have the products that attract consumers. The Internet doesn’t think. It sells whatever its customers will buy. There are still consumers buying platinum. If they go to the store and they don’t find it, the internet becomes a viable option.

A platinum engagement ring sets up a platinum wedding ring sale, and that makes a man’s platinum band sale possible.

It wasn’t long ago when platinum was important to independent jewelers. It was well represented in the showcase and the people behind the counter believed it would sell. They spoke to their customers about the value of quality.

Cobalt and Tungsten were drill bits.

Silver was silver.

Good jewelers know precious metal.

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 Why Play The Game?

You’re a strong-independent retail jeweler with loyal customers. However, there’s not much platinum left in your store, or you’re over-assorted with the wrong platinum product.

Investing more money to stock or replenish platinum bridal in your store is too risky.

You would be happy if you could sell more platinum again because it was one of the things that made you different; better.

In 2010, 81% of the women looking for an engagement ring start out looking for platinum. A few years ago, independent jewelers took this demographic to the bank.

Now, many jewelers think platinum is a hard sale. Thinking that the consumer doesn’t want an opportunity to choose what most artisans consider the best metal is a mistake. Let them decide.

Retailers are selling gold-engagement rings right now for the same price that scared many away from platinum a few years back. Funny how that worked out.

 Pre-Game Page Two >>

Why Play The Game?

You’re a strong-independent retail jeweler with loyal customers. However, there’s not much platinum left in your store, or you’re over-assorted with the wrong platinum product.

Investing new money to stock or replenish platinum bridal in your store is too risky.

You would be happy if you could sell more platinum again because it was one of the things that made you different; better.

In 2010, 81% of the women looking for an engagement ring start out looking for platinum. A few years ago, independent jewelers took this demographic to the bank.

Now, many jewelers think platinum is a hard sale. Thinking that the consumer doesn’t want an opportunity to choose what most artisans consider the best metal is a mistake. Let them decide.

Retailers are selling gold-engagement rings right now for the same price that scared many away from platinum a few years back. Funny how that worked out.

Pre-Game Page Two >>