Customers often associate weight with quality, especially when it comes to fine jewellery. Platinum delivers on that expectation. Its naturally high density gives it a reassuring weight that is immediately noticeable when held or worn. This physical quality plays an important role in how customers perceive value, craftsmanship, and substance, helping to reinforce platinum’s premium status.
In Focus
Platinum is significantly denser than gold and other common jewellery metals. A piece made in platinum will feel heavier than the same design in gold, even though it may appear identical in size. This is not due to extra material but to the metal’s higher mass per volume. The result is a tactile experience that feels substantial, refined, and inherently valuable.
The Advantage
This distinct weight helps differentiate platinum in a competitive market. While visual appearance can be similar across metals, the feel of platinum sets it apart. The added density not only enhances perceived quality but also contributes to durability and strength. It gives the customer a lasting physical reminder that they have chosen something exceptional.
The Benefit
For consumers, the weight of platinum offers immediate reassurance. It creates a sense of permanence and investment that supports emotional and financial confidence. For retailers, it provides a simple but effective sensory cue to support discussions around premium positioning. Customers often respond to what they can feel as much as what they can see.
Real World Proof
According to PGI training resources, platinum is about 60 percent denser than 14 carat gold and about 40 percent denser than 18 carat gold. (Source: www.platinumguild.com)
Sales Tip
Encourage customers to hold a platinum piece in their hand. Let them feel the difference. Then explain that the weight is a natural result of platinum’s density and is part of its luxury appeal.
