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Platinum Guild: Dispelling the Top 5 Platinum Myths




Platinum Guild International has found that many retail salespeople, as well as end consumers, are stymied by certain untruths about platinum. The organization has created the following list of common myths to help retailers educate their clients, thus yielding sales. Read about additional platinum educational resources here.

1. Myth: White gold is just as good as platinum. It looks the same.

This is a common myth/incorrect belief on the part of retail jewelry sales professionals and some consumers. While white gold and platinum may appear similar when viewed in a jewelry store showcase, they are very different metals. One of the most important differences is color. Platinum is a naturally white metal that will never fade or change color over time. There is actually no such thing as “white gold” — gold is yellow. Period. When yellow gold is mixed with other white metals and then coated with rhodium (a platinum group metal) it appears white, but the rhodium plating will eventually wear away revealing a yellowish color. White gold jewelry must be re-plated consistently to maintain its white appearance.

There’s also a big difference in purity. 14K white gold is 58.5 percent gold (18K is 75 percent) compared with platinum jewelry, which is 90-95 percent platinum. Additionally, a lot of white gold jewelry is alloyed with nickel, which is known to cause allergic reactions in people with sensitive skin.

Finally, platinum is 30 times more rare than gold, making a gift of platinum jewelry something truly unique and special.


2. Myth: Platinum scratches and gets dull.

This is probably the most frequently recurring misconception about platinum. Yes, platinum scratches — and so does EVERY other precious metal. Let’s look at gold — when gold scratches, microscopic bits of the metal flake away with each scratch (much like chalk on a chalkboard does). Eventually, the prongs that hold diamonds or gemstones may have to be re-tipped and the ring may eventually need to be replaced. When platinum scratches, it’s like running your finger across a bar of clay – the metal just moves to the sides of the scratch, so to speak. And whenever platinum is scratched, the surface of the ring actually “work hardens,” meaning the surface gets harder with each scratch. Those scratches eventually meld together into a warm, satiny finish known as “patina.” That patina is the mark of authenticity for platinum, much like the rich look of fine leather as it’s worn over time. It’s a sought-after quality, not something that should be considered a negative — however, platinum can always be polished to restore a bright, shiny, as-new look with very little metal loss.


3. Myth: Platinum is too soft.

Misleading. The “hardness” of precious metals is graded on a scale and the actual hardness of both gold and platinum will vary depending on the alloys and manufacturing process. Because of platinum’s density (it’s 40 percent heavier than 18K gold and 60 percent heavier than 14K) it is the most durable of all precious metals and the reason why it’s the most secure setting for diamonds. Platinum does not have “memory,” meaning that when a jeweler bends the prongs over a diamond they stay put. Gold has metal memory and will resist any movement. Blunt trauma or force could potentially crack a gold prong, whereas platinum will merely bend. And, when a jeweler repairs the prongs and bends them back into shape, that action work hardens the prongs and makes them stronger. It’s the reason why most of the world’s most significant diamond jewelry pieces are set in platinum.


4. Myth: Platinum is too difficult to work with.

Absolutely not. However, bench jewelers who work in stores that don’t carry platinum may not feel comfortable working with it. Platinum’s melting point is much higher than gold, thus requiring specific equipment to work with the metal. As a result, if a store does not regularly work with platinum, they may not have this equipment and may avoid offering platinum to their customers. There are great educational resources available to bench jewelers (at Once a bench jeweler is comfortable working with platinum, most agree that it is the material they like working with best because of its malleability.


5. Myth: Platinum is too expensive.

While a platinum ring might be slightly more expensive, it delivers great value to consumers. Current metal prices are historically low for platinum and it’s a great time for consumers to buy platinum, from a price standpoint. The reason it will still cost a few more dollars than gold is because platinum is much more dense (it’s heavier) and is much more pure than gold (90-95 percent platinum vs. 58.5-75 percent gold). Once you take wear and maintenance into account, platinum is a much better value for the money.

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Momento Memories: The Fine Jewelry Collection That Saves Your Memories



Momento Memories

The fine jewelry collection that saves your memories—Introducing the complete line of Momento Jewelry with NFC

Jewelry is often used to commemorate a special occasion—the love you have for a special person, a marriage, a birthday, an anniversary or a commitment to one’s spiritual beliefs. Because fine jewelry is made from precious materials, it is significant. It is symbolic. Over time, it becomes a cherished heirloom that can be passed from one generation to the next.

But what if a cherished piece of fine jewelry could actually serve as a conduit to the larger memories we hold on our smartphones? This is what Momento™ from Galatea: Jewelry by Artist is designed to do.

Patented Technology

Inside each piece of Momento jewelry is a tiny NFC (near field communications) chip designed to interact with the proprietary Galatea app. When Momento touches any Android phone with NFC or an iPhone from 7 to X, voice messages will play, text messages, images and video links will open. This technology is currently protected by seven international patents and is only available from Galatea.

Easy to Use

The Galatea app is available for download from the Apple Store or Google Apps. Once the app is installed, touch the Android or iPhone to the Momento jewelry. You’ll be able to either record or play a memory—we call them “Gems”—that is unique to the phone on which it is recorded. Click here for a complete user guide.

The Bible Pearl

Using Momento technology, the Bible Pearl™ contains a pre-programmed NFC chip that contains the Daily Audio Bible. Touch it to your smartphone to listen to the day’s reading. The Bible Pearl contains the entire Old and New Testaments in text as well as The Jesus Film—a full-length movie about the life, death and resurrection of Jesus Christ.
Retailer Support

Galatea offers a wide range of marketing materials for all of its Momento Collections, including television and print ads, consumer-facing videos, social media materials, complete displays, posters and more.

(909) 592-0877 | | momentogem.comEXHIBITING AT

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Not GOB (Going Out of Business) but TMM (Too Much Merchandise)? It’s Wilkerson To the Rescue!



Wilkerson Testimonials | Little Treasury

Not GOB (Going Out of Business) but TMM (Too Much Merchandise)? It’s Wilkerson To the Rescue!

With a remodeling project looming, the time was right for Steve and Linda Hammalian, owners of Little Treasure Jewelers in Gambrills, MD, to call in the Wilkerson pros. The couple needed to liquidate excess, aging inventory. Steve says he’d totally recommend them. “Wilkerson offered a comprehensive solution in terms of advertising, in terms of on-site presence and for their overall enthusiasm. They’re also really nice people.”

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Shy Creation: The Bling’s the Thing



Shy Creation:
The Bling’s the Thing

Five Top Diamond Jewelry Must-Haves

Every woman needs a little bling—or a lot, if the bling is from Shy Creation. Here are Los Angeles-based Shy Creation’s best bets for five of the season’s hottest new looks. This is newly defined luxury—the perfect jewelry for today’s fashion-savvy women to wear, layer and collect. Shy Creation is diamond jewelry reimagined and reinvigorated, perfect for women to buy for themselves or receive as a gift.

1. Stack Power

Stackable rings, bracelets and necklaces are as hot as ever—buy one and customers will be back for more! Whether the look comes from thin bands dotted with diamonds or this show-stopping design blending multiples into one, stack power is here to stay.

Eden band | 0.57 tcw diamonds | MSRP: $1,230

Kate stack | 0.83 TCW diamonds | MSRP: $1,800

2. Long, Luscious Earrings

This season, there’s so much attention on longer earrings. From hoops to these exotic “feather dusters” in 14K yellow gold and diamonds, the look offers a renewed focus on the face. It’s a lovely ode to femininity and a spectacular way to celebrate style and beauty head-on!

Feather earrings | 0.60 TCW diamonds | MSRP: $1,700

Oval disco hoop earrings | 0.85 TCW diamonds |
MSRP: $2,000

3. Starring Roles

Celestial themes extend to Shy Creation’s designer fine jewelry in this assortment of earring and pendant designs. Sparkling as if descended from the heavens, this trio features multiple stars with and without diamond pavé. It’s the perfect look when worn either day or night.

Star necklace | 0.18 TCW | diamonds | MSRP: $630

Star earrings | 0.35 TCW | diamonds | MSRP: $940

Jackie starburst hoop | 0.68 TCW diamonds | MSRP: $2,300

4. Short & Sweet

Choker-length necklaces are back in a big, big way. And, whether they’re a single focal point or just one length in a set of multiple strands, they’re truly bound to get attention. Every Shy Creation necklace has an adjustable jump ring, making it easy to layer multiple necklaces at once.

Eden Triple Flower necklace | 0.62 TCW diamonds | MSRP: $1,540

5. Everyday Diamonds

Shy Creation is the only diamond jewelry brand that today’s jeweler needs. Collectible, fashionable and always perfect for either self-purchase or as a gift, Shy Creation makes diamond jewelry that’s effortlessly beautiful. Make sure to keep up with the company’s diamonds every day on Instagram. Follow @shycreation_jewelry for the latest in diamond jewelry that’s just made for everyday—and much, much more!

Contact Shy Creation for more information on how to become a branded partner: |
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