There are several factors involved in pricing platinum jewelry vs. gold jewelry, from the obvious to the less obvious.

The Metals Price of Platinum vs. Gold

Platinum, as a precious metal, is normally valued much higher in the precious metals commodity market than gold. Whereas historically gold has been valued at considerably less than platinum, for one of the first times in history, platinum is priced lower than gold on the market. As of the date of this post, gold is priced at $1,634.10 per ounce and platinum is priced at $1,602.00 per ounce. This is not usual for the market. Many years ago, the disparity was much more pronounced. Gold was often in the $1,000 range per ounce and platinum was in the $2,000 range. What we are seeing the market today is out-of-the-ordaniry.

Whit this in mind, you would think that gold and platinum jewelry would cost the same. Try to purchase platinum wedding bands vs. white gold wedding bands at any jeweler–online or offline, and you will quickly find that a Platinum ring still cost 2-3 times more than a gold one.

Why the Price Disparity? 

As mentioned above, traditionally just the raw precious metals would have had a significant difference in price when it comes to purchasing platinum vs. gold–and that would have accounted for a portion of the price difference. In the past, platinum jewelry cost as an average of 4-5 times the price of the same jewelry piece in gold. Today, the cost difference for platinum is down to about 3.5 times the price of gold. An example: This hammered wedding band in 14k white gold ($575 as of the date of this post) compared with the same hammered wedding band in platinum ($1,925). That is just under 3.5x the cost difference.

But the question must be asked: if the price of gold and the price of platinum are about the same, then why is there still such a difference in cost?

There are several reasons: 

1. Platinum is approx. 60% heavier than 14k gold. So the same ring that weighs 10.0 grams in gold weight will weigh approx. 16.0 grams in platinum. Therefore, you are paying more money per weight for the same ring design. Since jewelry (on the wholesale side) is valued based on metal content per item, you are already looking at about a 60% difference in wholesale cost–even when the precious metals prices are equal (which is usually not the case with platinum, except on the day that I chose to write this post!)

2. Whereas platinum jewelry is 95% pure platinum, 14k gold jewelry is 58.3% pure gold. Another way to think of this is to think of it in terms of parts per karats. For example: We know that 24k gold is pure. But in the United States we are mostly purchasing 14k gold, which means that the jewelry you purchase is 14 parts gold and 10 parts other alloys (14/24), making it 14k. Likewise, 18K Gold is 18 parts gold and 6 parts other alloys. Platinum, on the other hand, is 95 parts pure platinum and 5 parts other alloys. So platinum jewelry is a much purer and denser metal-type than gold. As such, platinum jewelry costs more than gold,  not only because it is 60% heavier (a 10 gram ring vs. a 16 gram ring noted in #1 above), but those grams of precious metal are more pure, and therefore, more valuable and costly in platinum compared to gold. To explain this in one other way: 10 grams of 14k gold is going to still be more valuable than 10 grams of platinum, because in those 10 grams of metal, one is 58.8% pure and the other is 95% pure.

3. Labor & Demand. It generally costs a manufacturer more time and money to create platinum jewelry than gold jewelry. Platinum is more difficult to work with and is more labor intensive compared to gold. So even if the two above factors were not in play, platinum properties, such as the hardness level and pliability of the metal, are still in force, and therefore the labor costs of making platinum jewelry are higher than gold jewelry. Another reason for increased labor costs has to do with supply and demand. Since platinum is not in as high a demand compared to gold jewelry, not as much volume of platinum is produced and therefore some manufacturers must charge more to work on an item of jewelry takes longer to make and is not as often sold.

When you combine the three above factors, you see that even when the commodities price of both metals are at an equilibrium, platinum still retains its luxury status as the metal of choice for high-end jewelry.

So the next time you are in the market for that platinum or gold wedding band, which will it be?

Related Post: White Gold vs. Platinum

Such terms are sort of jewelers’ code words for their various pricing structures. So without getting too wordy, what simply is keystone pricing?

Keystone pricing = the wholesale cost of an item x 2

In other words, we are talking about a 100% markup on an item. If a jewelry retailer buys a gold ring for $100, then he or she will sell it for $200. This is the standard default method of many traditional jewelers.

Some higher-end or name-brand jewelers will go as far as charging was is called triple-keystone pricing. This is the wholesale cost of an item x 3 (hence triple markup).

Apples of Gold Pricing Model

When I first started Apples of Gold, I was very well acquainted with these terms and the exorbitant markup that goes into jewelry retail markup. I vowed to create an honest company whose prices were fair. With such in mind, our goal was to be an average of 30-40% below retail markup. As I researched more and more, many retail jewelers were actually selling above keystone pricing and their models were usually somewhere in between keystone and triple-keystone. Somewhere in the 200% markup range. This seemed so high and continues to appear that way to me today.

As a result, Apples of Gold prices are always below keystone pricing. Many of our wedding bands, for example, are priced well below retail. We still often get calls from customers who have found the same wedding band that we sell for $575-$625 advertised elsewhere for well over a $1,000.

One recent customer called about a ring that we have listed on our website for $875 and they wanted to know why another jeweler was selling the same thing for over $2,500! And if our ring was any different? At first our thought was whether they were selling it in platinum instead of gold? (platinum being much more expensive). But as it turns out, no, it was just 14k gold. The only difference we could tell was that it was made by a semi-known brand and they were charging for the name. Otherwise, it was the same item.

Same Style, Less Weight? 

As competition increased online, we also noticed that many online jewelers were selling similar rings to us but for less money and we wondered how this could be, as we knew that based on our direct manufacturer’s prices that we have obtained, it would be almost impossible for many online jewelers to beat our prices, especially since we had longer and deeper relationships with those same manufacturers who were producing the rings for both us and the other online jewelers.

As we looked closer and inspected the details, it quickly became apparent that many were taking the same rings and creating them in a lighter-weight version. As gold prices increased in the global market, many manufacturers and jewelry retailers responded by creating lower quality, lighter weight wedding rings. Therefore their prices had become slightly lower than ours. But the quality was not the same.

In response, we have adjusted our weights on select wedding rings that were unnecessarily too heavy and costing our consumers more than they needed to pay (for a while, we made them as heavy as could be, simply because gold was so cheap compared to its valuation today). But for the most part, our rings weights have stayed the same and thus the value and quality has not decreased. All of our rings are still substantial and made with an enduring quality that will last a lifetime. It’s just not worth skimping on the precious metals in order to turn a quick buck. Our goal, at Apples of Gold, is to stay around for the long-term and build a trustworthy brand that our customers will come to know, love, and appreciate!

Is Keystone pricing right?

As noted above, Apples of Gold does not use a keystone pricing model on most of its jewelry, but we maintain a discounted, value-based pricing model for the same quality jewelry that you would purchase in a retail jewelry store. However, if you are a jeweler or retailer reading this, you may wonder if keystone pricing is right for you.

Only you will know what is right for you business, but things to consider are overhead, slow moving items that will hold up your cash flow, advertising costs, availability or difficulty in dealing with a product, labor costs involved in a product, and whether that item is completely unique or is available through your competitors.

Having lower prices, as in the case of our company, has made it more difficult to offer many sales or steeply discounted prices. As we like to tell our customers, our prices are low year round and you don’t need to wait for sales and coupons. You are already getting a discount just by shopping with us, rather than our competitors. But if your business model is going to depend on heavy discounts and coupons, then you may want to consider keystone pricing or higher. This was not the model we went with at Apples of Gold.

I also grieves us to see jewelers who advertise their big 50% OFF sale or 70% off–you’ve seen the ads. We know that if any retailer can give you 40%, 50% or more off their regular prices that they have an exorbitant markup in place that allows them such luxuries. Imagine what their regular prices are normally and ask yourself if you should be shopping there!

At Apples of Gold, our normal sales (when we have them a few times a year) are usually in the 10% range, because we’re already priced well below what many of our competitors are and it simply would not be justified. We also offer free shipping on every order. So imagine if that is the case that we have little room in our margins for big sales, it stands to reason that our prices are already at a value-basis. Our customers understand that once they see our existing prices, quality, and compare us with our competitors.

For more information about the Apples of Gold pricing model, see our articles on: value.

Things to Check When Buying Jewelry Online 

Shopping for jewelry online can be one of the safest and most worthwhile experiences, if you take a few simple precautions prior to finalizing your purchase. Not only can you compare jewelry items from various jewelers side by side, by you can comparison shop to make sure you are getting the best possible price from a trusted jeweler. Not only will your selection be exponentially vast, since you have the global market at your fingertips, but you can shop from the comfort and ease of your own home, without a salesman influencing your decision (sometimes in a way that you may later regret).

Here are 5 simple guidelines that will ensure a safe, happy experience when buying jewelry online:

1. Be Sure to Read The Return Policy

Shopping online requires a little more responsibility on the part of the shopper. The first thing to check is the prospective store’s return policy. Do they offer a 100% Return Guarantee? What are the exceptions? How long do you have to return an item? Any serious contender should offer at least a 30 day return policy. Some online jewelers, like Apples of Gold, offer an extended 45 day standard return policy, a few others may even offer longer periods. Be sure to check policies on customized or personalized items, such as rings that you plan to engrave. If in doubt, call the customer service phone number and/or email customer service during off-hours.

2. Transparency 

How transparent is the company’s information? Is the “contact” page easily found? Or is the customer service number obscurely hidden? Is there an “about us” page that clearly explains the company’s ways of conducting business? Is there sufficient information on the detail page of each product? Most professional sites will also now have a jewelry blog and facebook page. All of these things communicate the idea that a company wants to be transparent about its brand values, its products, and its service.  Do not trust a site with little to no information that was quickly thrown up onto a web page with a few products. Professionalism and attention to detail can make all the difference.

3. Company Credentials

Does the jewelry company you plan to make your purchase from belong to any trade organizations or objective, third-party outfits that evaluate the efficiency of that business? Any reputable jeweler should belong, at the very least, to the Better Business Bureau and maintain a high rating. Customer reviews should also be present. What have past customers said about the jeweler?

4. Website Security

 Most websites are secure in terms of handling your credit card when they use Secure Check Out. But online jewelry companies, especially, should take extra steps when it comes to credit card security. Make sure there are added layers of security, such as Hacker Proof daily monitoring. This is just another indicator that a website is operating on an above par professional level, which means that it is more likely you can trust them as a whole. Websites must now also be PCI compliant, which means that the website’s servers and internal networks are scanned for vulnerabilities regularly.

5. Protection from Your Credit Card Company

This is sort of the consumer’s final trump card. If any jeweler fails to deliver on its promise, you can always seek the protection of your credit card company to dispute a charge that you deem unfair. You should always first try to resolve any issues with the business directly first; but in the case that a company becomes unresponsive to your legitimate requests, you can always call in your credit card company that you used to make the purchase (or Paypal if the merchant accepts Paypal) and dispute the charges. You are 100% protected in the case of non-delivery or if a jewelry store fails to uphold its own return policies.

There really is nothing to fear when deciding to shop online for jewelry. Just take the above steps and do a little research about the site before clicking the final Check Out button! Another quick tip: search the company’s name in Google followed by the words “reviews” or “scam” to see if any dissatisfied customers have written about their experiences with the jewelry company. But remember, even the best of businesses is bound to have a dissatisfied customer or two; so be sure to review the company’s overall rating and see if there are any repetitive patterns or negative trends that really stand out from customer to customer.

Then relax, sit back, and enjoy browsing through the many thousands of options that will open up to you when deciding to buy your jewelry online!

Christmas shopping challenges the Christian. We want to find our joy in the gift of Christ, not just the presents and the seasonal traditions. So we seek gifts that have meaning and significance beyond the latest gadget or trinket.

Our Diamond Crosses bring together great natural beauty with the spiritual beauty and significance of the cross. Apples of Gold collection features a wide variety of styles and designs–there’s a diamond cross to suit all tastes. From modern, minimalist designs to ornate and intricate patterns and stone placement, the crosses are eye catching and elegant.

The 0.60 Carat Diamond Cross Pendant in 14K White Gold featured above is one of the most exquisite in our diamond cross collection. Featuring a line of larger diamonds surrounded by a string of smaller ones, the total carat count is 0.60 carats. The pendant also comes with a 14k white gold box chain.

This Christmas, give a gift of lasting significance and breathtaking beauty with a diamond cross from Apples of Gold.

From heart-shaped pendants, to rings, earrings, and cross pendants bearing hearts, the heart is a classic symbol of love—God’s love for us in Christ and the love we are then to extend to each other. Here are a few of our favorite heart-shaped gems to celebrate your loved ones this Christmas.

The Cascading Heart and Cross Diamond Pendant in 14K White Gold (shown left) has the heart at the center of the cross symbolizing the motive at the center of Christ’s death: love. This pendant, crafted of 14k white gold and accented with diamonds makes a meaningful and memorable gift this Christmas. This piece comes with an 18” chain and is also available in 14k yellow gold.

Simple yet special, the Titanium Heart Pendant Necklace (shown right) is a perfect Christmas present for a woman of any age. The minimalist design of the necklace pairs well with the strength of the titanium from which it is crafted. Comes with an 18” steel chain.

Take a look at more heart jewelry!

Certainly we’re not advocating a ban on Christmas generosity and giving. Traditionally this is a time when we love to extend gifts and hospitality, and when we delight in merriment with family and friends. This is a beautiful thing. We are, however, offering a suggestion for making the season a little less stressful.

One way to simplify the season is to give fewer gifts, but more significant ones. There will always be one more toy, trinket, or gadget, but what about giving a very special gift that is certain to last—maybe even for generations?

Consider the gift of fine jewelry. Over the next few weeks, we’ll be posting some of our most meaningful and memorable pieces, designed to delight ever person on your Christmas list. Rather than several items soon to be forgotten, a piece of well-chosen jewelry is a gift that never stops giving.

Christian Jewelry is especially significant for remembering the true meaning of Christmas and for celebrating the coming of Christ. Cross necklaces are classic, but some of our favorite items also include the 14k Gold Bible Pendant With Lord’s Prayer Inside and the 14K White Gold Onyx Cross Ring.

Stay tuned for more special jewelry gift ideas to celebrate the season!

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When people think of jewelry gifts, they tend to think of elaborate, costly items—maybe the sorts of things suitable only for major anniversaries and milestone occasions. But attractive, quality jewelry comes in a variety of shapes, sizes, and price tags. A delicate bangle or a funky pair of sterling silver earrings are affordable enough to make an appearance on less momentous days.

The Gemstone & Sterling Silver Bangle is a great piece to kick off the festive, holiday season with it’s deep red garnet, blue violet iolite, and smoky topaz. The bracelet is 100% sterling silver, crafted in a funky wave design. It’s the perfect adornment for your Christmas outfit.

The Sterling Silver Sea Anemone Earrings are subtle and delicate—making an attractive and affordable gift for a special woman. Handmade, each earring is one-of-a-kind. Show mom or your wife how much you appreciate all those years of turkey dinners and pumpkin pies.

Who are you thankful for this Thanksgiving? How are you showing your appreciation?

See more of our Bestselling Jewelry.

“To us in America, the reflections of Armistice Day will be filled with solemn pride in the heroism of those who died in the country’s service and with gratitude for the victory, both because of the thing from which it has freed us and because of the opportunity it has given America to show her sympathy with peace and justice in the councils of the nations…”

Today Apples of Gold wishes to honor the nation’s veterans and those who are currently serving in the Untied States Armed Forces.

The U.S. Army Cross Pendant in Sterling Silver or the U.S. Navy Cross Pendant in Sterling Silver are a meaningful way to honor a Christian serving in the armed forces, and to remind him or her of your support and the Lord’s protection. Both crosses are crafted of 0.925 sterling silver and measure 1 1/8’’ in height. The pendant can be purchased with a sterling silver box chain.

As we move towards the season of gift giving, keep checking our Top 100 lists to get ideas for the special people you’ll be buying for this year. Here are a couple of recent favorites to get you started!

The Men’s 7 Stone CZ Ring in14K Gold brings class and elegance to the hand of the man who wears it. The six cubic zirconia stones flank a one-carat center stone, measuring two carats in total.

The Men’s 14K Gold Polished Cross Pendant is one of our most popular items for men and a special gift for a strong man of strong faith. This masculine pendant measures 1.25” in height and is also available in white gold or platinum. Can be engraved and purchased with a box chain.

Click HERE to see the rest of the Best Seller List.

Select a band that expresses your individuality in a way that is tasteful and true to your style. If the standard yellow gold wedding band isn’t your bag, check out one of our white gold or rose gold bands, like the ring featured here. Engraving and diamond accents can also help to make the ring seem more “you.”

The 14K White and Rose Gold Rope Design Wedding Band, shown above, combines individual style with classic sensibility. The white gold band incorporates rose gold, representing two separate elements coming together into one, with a rope running through the middle to symbolically bind them together. This superior quality 14k gold band not only expresses your personal style, but also your deepest sentiments.

To browse the complete collection of Apples of Gold wedding bands, click HERE.