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Jewelry Industry Survey - Platinum Heads

1.Would it be more valuable to have a new category term for the “head” of a ring when talking to your customers about a platinum head?(Required.)
2.Would it be useful to also have a new “brand” name specific to a platinum head to highlight its superior benefits/characteristics, distinguishing it from other metals in this category?
3.Which of the following terms do you think would best represent the “head” as a unique and valuable element separate from the rest of the ring?
4.Which of the terms seems the most natural to use within this phrase?
5.When considering the fact that a platinum head is a strong, safe and secure setting for diamonds, tell us your opinion about each of the following statements:
Strongly agree
Somewhat agree
No opinion
Somewhat disagree
Strongly disagree
Now you can offer all your customers the prestige and security of a platinum head as an enhancement to any ring.
Setting a diamond in a platinum head offers the best insurance to protect the biggest investment most couples make before marriage.
A platinum setting’s high density and superior strength gives a diamond more substantial protection than gold which is more brittle and can break if subjected to force.
6.When speaking to consumers about the fact that a platinum head is a strong, safe and secure setting for diamonds, tell us your opinion about the following statements:
Strongly agree
Somewhat agree
No opinion
Somewhat disagree
Strongly disagree
A platinum head is more durable than gold, offering a lifetime of protection for your diamond.
Now that you have selected your diamond, hold it in the most secure setting available, platinum.
You can add the strength and security of a platinum head to any ring of your choice.
With a platinum head, you can live an active lifestyle without worrying about the safety of your diamond.
7.When considering the fact that a platinum head can add value to your bottom line, tell us your opinion about the following statements:
Strongly agree
Somewhat agree
No opinion
Somewhat disagree
Strongly disagree
With a platinum head, you can offer customers a precious metal upgrade to a ring of any metal increasing the value of the sale.
A platinum head adds on average, as little as $150 to the cost of a ring, yet saves over 2 and ½ times the cost of repairing and re-plating white gold over 10 years.
A platinum head will offer a higher transaction in the sale of a ring and increase profitability in a gold ring.
8.When speaking to consumers about the fact that purchasing a diamond ring with a platinum head offers them better value for their money, tell us your opinion about the following statements:
Strongly agree
Somewhat agree
No opinion
Somewhat disagree
Strongly disagree
A platinum head is a great value, and will pay for itself many times over without the need for re-tipping or upkeep of white gold.
For every diamond, platinum is the best money can buy.
A platinum head is a major upgrade to a ring of any metal at a fraction of the cost of the diamond.
9.We’ve heard that “diamonds are a girl’s best friend” and it has also been said that “platinum is a diamond’s best friend”. Please tell us your opinion about the following statements regarding the relationship between a diamond and a platinum head:
Strongly agree
Somewhat agree
No opinion
Somewhat disagree
Strongly disagree
Diamonds and platinum belong together and are now attainable for every customer with the offering of a platinum head.
For your bridal customers a platinum head is the perfect match to their diamonds keeping them sparkling and secure.
Platinum is the strongest setting to hold your customer’s diamond securely from this day forward.
10.When speaking to customers about the relationship between a diamond and a platinum head, please tell us your opinion about the following statements:
Strongly agree
Somewhat agree
No opinion
Somewhat disagree
Strongly disagree
Show her that your love will last by protecting her diamond in a platinum head, the most durable precious metal available.
The union of diamond and a platinum head is a match that will last a lifetime.
A platinum head is a promise of everlasting security.
Show the strength of your commitment by setting your diamond in platinum, the strongest and most durable choice.
11.Because platinum is a naturally white metal that will never change color or fade, it will complement the appearance of a diamond. Please tell us your opinion about the following statements:
Strongly agree
Somewhat agree
No opinion
Somewhat disagree
Strongly disagree
The pure, white nature of a platinum setting will never reflect color, assuring the brightest possible presentation of a diamond.
Your customers will love the brilliant quality of their diamond reflected in a platinum head
12.When speaking to consumers about platinum’s naturally white color and how it complements the appearance of a diamond, what is your opinion about using the following statements:
Strongly agree
Somewhat agree
No opinion
Somewhat disagree
Strongly disagree
A platinum head will enhance the look of a diamond.
A platinum head will never change color or fade over time and will not require polishing or plating.
The pure, white tone of a platinum head will accentuate the sparkle in your diamond.
A pure, platinum setting will patina beautifully with time and never need plating like white gold.
13.Tell us your opinion about using the following statements when offering to set your customer’s diamond in a platinum head:
Strongly agree
Somewhat agree
No opinion
Somewhat disagree
Strongly disagree
Your best diamond decision lies in choosing a platinum setting, superior in strength, beauty and durability.
A platinum head is unparalleled in quality, strength and beauty.
A platinum head’s strength and non-reactive nature will outlast and outshine all other precious metals, keeping your diamond safe and sparkling on your hand for a lifetime.
14.“Metal memory” can significantly affect the durability of diamond settings.  Please tell us your opinon about the following statements:
Strongly agree
Somewhat agree
No opinion
Somewhat disagree
Strongly disagree
Gold has “memory” – this means that when a bench jeweler bends the prongs when setting diamonds, the metal resists that movement and tries to go back to its original position.
The fact that gold has “memory” can eventually weaken the prongs, making them more vulnerable to failure
Platinum has no “memory” – this means that when a bench jeweler bends the prongs when setting diamonds, the metal does not resist the movement and stays in its new position
The fact that platinum has no “memory” makes it a very secure setting for diamonds
15.Is there anything else that you would like to share with us regarding your opinion on setting diamonds in a platinum head?
16.We sincerely appreciate your participation in this important survey.  To be entered into the drawing to win one of (3) three $100 American Express gift cards, please share your email address with us in the space below.