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Understanding What Your Customer Really Wants: Platinum Answers Needs They Don’t Ask About

The Plumb Club and Platinum Guild International USA present an essential retail learning webinar.




Understanding What Your Customer Really Wants: Platinum Answers Needs They Don’t Ask About
Josh Helmich | Kevin Reilly

(PRESS RELEASE) NEW YORK — The Plumb Club, in connection with Platinum Guild International USA, is offering an essential learning opportunity for retailers. The webinar will take place virtually in the Jewelers Resource Center on Tuesday, July 25th at 1pm Eastern, and will provide retailers with knowledge and tools they need to elevate the positioning of their stores and satisfy customers with the product they really want.

There are a myriad of myths and misconceptions about platinum, but this valuable webinar will help retailers discover the truth! Retailers looking to grow their margin, increase sales and decrease customer issues, along with bench jewelers with technical questions, are encouraged to join this enlightening and informative session.

Kevin Reilly, senior vice president of Platinum Guild International USA, will dispel common myths about the metal and explain why consumers prefer platinum. Josh Helmich, CEO of Helmich Luxury Group (and platinum metallurgy expert), will join the discussion to help answer questions about platinum’s technical characteristics. Helmich will also provide important insights about the “dos and don’ts” of platinum jewelry manufacturing that will help retailers ask the right questions when purchasing platinum products.

Some retailers may say their customers don’t ask for platinum. 7 out of 10 consumers desire platinum for their engagement rings and wedding bands! Platinum’s intrinsic characteristics ensure that their engagement ring diamond will be held securely and will stand the test of time beyond a lifetime of daily wear. However, consumers may not be asking for platinum because it’s either not available or not called out in a retail showcase. Or they, like some retailers, may not be aware of all the unique benefits of platinum.

Attendees will discover:

  • Why the absence of platinum in a retailer’s showcase is the number one reason consumers don’t buy platinum, despite research showing that 7 out of 10 customers desire platinum.
  • How properly alloyed platinum increases durability and reduces customer issues, while improperly chosen alloys result in bent shanks and prongs, thereby, fueling the misconception of platinum softness.
  • How using the word “upsell” when guiding sales professionals should be rethought.
  • Why offering platinum can deliver a memorable customer experience and position the retailer as a leader in their market

This virtual presentation is open and free to the entire jewelry industry. Register now and start to leverage the power of platinum to satisfy customer desire and elevate a store’s position in their market!


Kevin Reilly: Kevin Reilly is a jewelry industry veteran with over 30 years of experience in brand building, marketing, sales & customer relationship management. In his role at Platinum Guild International USA, he is responsible for developing strategic partnerships with companies at all levels of the supply chain, formulating programs to help them build their platinum jewelry business.

Josh Helmich: Josh Helmich is a jewelry industry senior professional, a third-generation jewelry entrepreneur, visionary, and consultant. He has extensive expertise in strategical business development, manufacturing, and technology implementation within the global jewelry supply chain. Josh is a highly sought-after consultant working with Platinum Guild International on projects including manufacturing process technologies, sustainability, metallurgy, supply chain, traceability and social responsibility within the industry.

About The Plumb Club

This year, The Plumb Club proudly celebrates 40 years of educating and innovating within the jewelry category, and creating productive connections between jewelry retailers and our world-class manufacturing members. Founded in 1983 by a small group of distinguished manufacturers as a social club, The Plumb Club has evolved into one of the jewelry industry’s leading supplier organizations. Today, The Plumb Club is a unique coalition of leading, responsible and important suppliers spanning all facets of the jewelry, diamond and watch industries. The purpose of the organization is to connect its members and their customers and help shape the future of the jewelry industry. The Plumb Club’s membership accounts for a significant percentage of the domestic fine jewelry market.



This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

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