When customers invest in fine jewellery, especially pieces with diamonds or gemstones, they want to know those stones will stay secure. Platinum offers a high level of reassurance in this area. Its unique combination of strength and malleability makes it particularly well suited to setting precious stones securely and confidently. This feature contributes to long-term wearability and peace of mind for the customer.
In Focus
Platinum is both strong and workable. Unlike brittle metals that may crack under pressure, platinum has a naturally high tensile strength that allows it to hold its shape under stress. At the same time, it can be precisely shaped by skilled jewellers to create fine claws or bezels. These qualities make platinum ideal for settings that need to hold stones firmly while allowing for intricate design work.
The Advantage
Platinum’s density means that prongs or settings made from it are less likely to bend, break, or wear down over time. This makes it especially popular for engagement rings, where daily wear is expected. Over years of use, platinum settings continue to hold stones securely, often requiring less maintenance than comparable settings in other metals.
The Benefit
For consumers, the security of a platinum setting offers long-term confidence. They can wear their jewellery every day knowing that the stones are held safely. For retailers, this feature supports conversations around durability and craftsmanship, reinforcing the value of platinum as a material that protects both emotional and financial investment.
Real World Proof
PGI technical comparisons show that platinum settings are significantly less likely to wear down or loosen over time, especially in high-contact designs such as prong settings. (Source: PGI Technical Reference Guide)
Sales Tip
Explain that platinum is chosen by jewellers for its ability to hold stones securely for life. Invite customers to consider it as an extra layer of protection for their most valuable pieces.
