Domino teaches retailers the tricks to selling platinum

Held at Domino’s Birmingham headquarters in association with the Platinum Guild International (PGI) on 18 October, attendees were treated to a tour around the high-tech facility, which included a demonstration of the casting process, before hearing a presentation on profiting from platinum by PGI’s specialist trainer.

Attendees found the day to be an eye-opening experience, and Wendy Foote, director of Topsham Jewellers, Devon, said: “It changed my whole outlook on platinum and I now realise that we can offer it as a first rather than a last option.”

The precious metal takes a long time to source, even small quantities, which is something Simon Belson from London’s Hatton Garden learned from the day. “I thought I had a reasonably good knowledge of platinum but I know 100 per cent more now than I did before I went; [now] I can really explain to customers why it is so rare and valuable and why it is the price it is.”

Domino’s sales and marketing director Andrew Sollitt hoped that the day would help the delegates’ confidence in selling the jewellery. “We hope our training days are going some way to providing the information our customers need to help sell this very special metal with confidence and success.

“There are undoubtedly opportunities through selling platinum.”