GAME FAQs
How does the GAME work?
Why shouldn't I send my old product to the refinery and keep the money? What's the difference?
Is the product I receive from Novell branded?
What type of bridal product is the Studio Platinum collection?
Does the Studio Platinum Collection include men's wedding bands?
Why should I feature Studio Platinum in my store?
I am not selling much platinum in my store now, why will this help?
Can the designs in this collection be manufactured in other metals?
Where else will Novell's Studio Platinum be available?
What is the motivation behind the GAME?
How is the GAME product pricing?
What does it mean that Johnson Matthey is a sponsor and what is its part in the Great American Metal Exchange?
How is Platinum Guild International (PGI) supporting The GAME?
What type of advertising and training will there be to support the GAME?
What other services come with the GAME?
How do I sign up?
How does the GAME work?
The GAME is easy to understand. If your store qualifies, you send us the equivalent of 167.44 DWTs of platinum (use our on-line converter to calculate any combination of platinum, gold, and palladium weights), and then Novell will send you Studio Platinum, a collection of the most traditional and salable platinum bridal. Back to top
Why shouldn't I send my old product to the refinery and keep the money? What's the difference?
Directly scrapping inventory represents a large loss to your bottom line. That is why Novell's GAME project makes so much sense. This is simple math. The dollar amounts are estimates.
• Approximate cost and inventory value of 167.44 DWTs of finished platinum and diamond jewelry - $23,900 |
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• Amount of cash recovered if sold to a refinery (167.44 DWTs @ 1700 Platinum) - $12,138 |
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• Approximate inventory value if exchanged for the GAME's Studio Platinum package - $23,900 |
Is the product I receive from Novell branded?
The Studio Platinum collection was specifically designed for the Great American Metal Exchange. The collection is a registered Novell Design Studio product line. It is a branded Novell product. It will be marketed and advertised that way. Back to top
What type of bridal product is the Studio Platinum collection?
Studio Platinum styling targets the nouveau-classic tastes of today's bride. Studio Platinum styles are a collection of the traditional standards, made to be most relevant for your customers. They include engagement - shared prong, pavé, micro pavé, micro prong, channels, and more; solitaires - classic four prong (i.e. Tiffany-style), cathedrals, trellis, and more; and three-stone and three-stone-plus styles. All are artfully crafted to be affordable in the best metal the world has to offer - platinum. All samples are platinum, and they are available in other precious metals by special order. Customization is easy through our custom shop representatives. Novell manufactures the collection in our 24,000 sq. ft. Felver Court Facility, NJ, where our reputation for flexibility, quality, and serviceability is unequaled. Back to top
Does the Studio Platinum Collection include men's wedding bands?
There are no men's bands in this collection. At this time our focus is on the bride. Back to top
Why should I feature Studio Platinum in my store?
The new social-network consumers, both male and female, do research before committing their hearts and dollars. When they do the research, what do they find out about platinum? They find out that as a setting, no other precious metal will be as durable or as protective of diamonds. Platinum is the only precious metal that doesn't wear down and decrease in content over time. Consumer research tells us that "81% of women about to be engaged want platinum" (Conde' Nast Bridal Group Wedding Study). "The primary reason consumers purchase something other than platinum is because the product was not available at the store" (PGI Mystery Shopping Research).
The GAME solves this problem and positions your store to make your customers' dreams come true, and earn you a more profitable sale in the process. Back to top
I am not selling much platinum in my store now, why will this help?
Platinum sales have slowed for a lot of independent stores, but the retailers who have a correct selection of platinum product, increase their profitability, especially in their bridal sales. In this economy, stores that maximize the profit possibility of each sale will succeed. There is no better feeling than making a profitable sale, and you know that you are selling the very best product our industry can offer, platinum. Back to top
Can the designs in this collection be manufactured in other metals?
On a special-order or additional stock-order basis, these designs can be ordered in platinum, palladium, 18kt with palladium alloy, standard 18kt (white, yellow, or pink), or 14kt (white, yellow, or pink). Only platinum designs may be shown in the Studio Platinum displays. Back to top
Where else will Novell's Studio Platinum be available?
When enrolling participants, Novell gives priority to existing customers and standard-boundary obligations. Initially, the styles may appear similar to those that you would expect to see in any jewelry store with a reasonable bridal-customer base. Take a closer look. You and your customers will see the craftsmanship and designs are unmatched. The pricing may be similar, but your rings will be made in platinum! Back to top
What is the motivation behind the GAME?
While it is important to respect individual initiative, we all agree that no solitary retailer or manufacturer could solve all of the major problems our industry faces. With high metal prices and a weak economy, our industry is alone. And so, as one, our industry must begin the recovery. Back to top
How is the GAME product pricing?
Working this program as a coordinated project allows Novell to offer a price structure that gives you an advantage in the current economic climate. Novell is dedicated to making Studio Platinum the highest quality product, and still supply it at a price your customers want and can afford. You can give your customers American-made, designer-quality platinum jewelry at the most competitive price. Back to top
What does it mean that Johnson Matthey is a sponsor and what is their part in the Great American Metal Exchange?
Johnson Matthey is the world's largest refiner of platinum group metals. On July 22, 2011, Johnson Matthey will take the platinum and palladium return product and refine it at cost. Then it will supply all of the platinum for the new product to Novell. This helps reduce the cost as Novell begins manufacturing the new product. Novell supplies the labor without charge to make the product. Back to top
How is Platinum Guild International (PGI) supporting The GAME?
Historically, Novell, along with many other American-jewelry manufacturers and designers, has worked hand-in-hand with PGI to advance the platinum business. Our mutually deep dedication to the metal gives us the opportunity to support each other. Although PGI is not a direct sponsor of the GAME, it recognizes that the GAME is exactly the kind of stimulus package platinum retailers need to prime the pump. To benefit the platinum business, PGI has long supported dedicated platinum programs. Now, PGI will bring its experience in marketing and training to retailers carrying Studio Platinum. For anyone representing Studio Platinum to the consumer, PGI's training builds confidence through knowledge. Its marketing expertise will enable us all to sell more platinum. More details will follow. Back to top
What type of advertising and training will there be to support the GAME?
With every fulfilled order of Novell's GAME product, Novell will include a Studio Platinum Welcome Kit :
• GAME overview
• DVD with high-resolution images for Internet and print usage.
• Information post card for consumers.
• Important online training.
• Screenshots and basic information regarding Novell's B2B and Studio Platinum websites.
• Pointers for logging in and using the B2B website (list features; how to order; pricing; download images and material).
• QR code instructions, and great examples of relevance for today's consumer.
• Studio Platinum merchandise sell sheets for all styles.
• In-store-advertising options for Duratrans, light boxes, counter-advertisement displays, and ordering instructions.
• Examples of online benefits: dedicated webpage; offer to distribute store press releases through Google News and other online-news outlets, Studio Platinum Facebook page; blogs; easily downloadable additional advertising. Back to top
What other services come with the GAME?
• Entire Studio Platinum collection available on Novell B2B website.
• 24/7 daily metal updated pricing on all core styles on the B2B site.
• Customizations may be called in or requested through our B2B site.
• Many styles belong to series that expand with different center stone sizes and total weights. The complete selections are showcased on the B2B site.
• The B2B site permits you to select wholesale or retail pricing. There, you can set your own retail margins. This enables you to print catalogues, and show your customers rings with retail pricing.
• Our customer service staff is available by phone and e-mail.
• StudioPlatinum is made in the USA - we react quickly to help you sell Studio Platinum product.
• Consumer advertising in Bridal Guide, For the Bride, and Your Engagement 101. Back to top
GAME Sponsors
