{"id":1035,"date":"2009-11-30T10:46:03","date_gmt":"2009-11-30T16:46:03","guid":{"rendered":"http:\/\/www.novelldesignstudio.com\/blog\/?p=1035"},"modified":"2009-11-30T10:46:03","modified_gmt":"2009-11-30T16:46:03","slug":"platinum-emboldens-inspiration-discussing-the-state-of-platinum-in-todays-challenging-economy","status":"publish","type":"post","link":"http:\/\/www.novelldesignstudio.com\/blog\/platinum-emboldens-inspiration-discussing-the-state-of-platinum-in-todays-challenging-economy\/","title":{"rendered":"Platinum Emboldens Inspiration: Discussing the state of platinum in today’s challenging economy."},"content":{"rendered":"

\"The_Jewelry_Book\"<\/a><\/p>\n

\u201cIn This Challenging Economy,
\nJewelers Want To Sell Products
\nThat Capture The Consumer\u2019s Jewelry Budget.\u201d
\n\u2013 Bruce Pucciarello<\/p>\n

This article first appeared in the jewelry industry trade publication – The Jewelry Book<\/strong>:<\/em><\/p>\n

There\u2019s no metal that better signifies love and commitment\u2014or strength, purity, luxury and longevity. Since 1975, Platinum Guild International (PGI) has recreated a passion for platinum jewelry by supplying information, practical advice, support and expertise to educate jewelry manufacturers, retailers and consumers about the superior qualities of this metal. As PGI evaluates the market, they get the word out about platinum and help businesses tap the endless power of the platinum brand. PGI-USA has chosen to highlight some of the leading manufacturers of platinum jewelry. For the first in a series about the industry\u2019s most inspired leaders, The Jewelry Book spoke with Bruce Pucciarello of Novell Design Studio.<\/em><\/p>\n

by Jessica Teisch for The Jewelry Book<\/em><\/p>\n

Platinum has captivated Bruce Pucciarello, owner of Novell Design Studio, since he was eighteen years old. At that time, he was working at a big New Jersey manufacturer working in the precious stone cutting department, crafting bridal products on the precision-engineered, Swiss machinery. \u201cI liked the designing and technical expertise that go into the manufacture of a quality product,\u201d says Bruce. \u201cIt\u2019s a wonderful combination of art and engineering, with always something new to learn.\u201d In 1986, after gaining further experience as a designer and machinist (and following a side career as a professional musician), Bruce joined forces with Victor Novogrodsky and founded Novell Design Studio in New Jersey. Today, Novell, a high quality, made in America jewelry manufacturer specializing in bridal jewelry and bands, is renowned for its flexible customization capabilities.\u00a0\u00a0\u00a0
\n\u00a0
\nNovell started to specialize in platinum in 1988\u2014and this metal soon defined the company\u2019s core. Novell first designed some 18 karat gold rings with platinum inserts, which increased the average men\u2019s band profit. \u201cOur retailers liked that and so did we,\u201d says Bruce. \u201cOnce we started making jewelry in platinum,\u201d he continues, \u201cthere was never a good reason for us to stop.\u201d After two decades of experience, platinum has become the hallmark of Novell\u2019s manufacturing facility. \u201cAs we became more adept at working in platinum,\u201d Bruce explains, \u201cwe realized that any time we develop a new design or concept, we had to make sure that it works in platinum.\u201d Novell works platinum into every style and discipline, from machine-made to hand crafting and casting. Novell has distinguished itself so greatly in platinum that its craftspeople prefer to work with this metal over any other.<\/p>\n

Because of the superior qualities of platinum and its success using it, Novell remains firmly committed to this metal\u2014not only for its purity, durability and strength, but also for the market it continues to generate. \u201cTechnology makes platinum more viable than ever,\u201d Bruce explains. \u201cIt doesn\u2019t matter whether platinum costs $800 or $2300 an ounce; there\u2019s a strong market for platinum jewelry, especially bridal.\u201d When important retailers respond to consumer\u2019s desire to purchase platinum, they sell more and increase profitability. \u201cIn this challenging economy,\u201d Bruce stresses, \u201cretail jewelers need to sell products that capture every penny from a consumer\u2019s jewelry budget.\u201d Platinum, unlike other metals, \u201chelps smart stores get at that profit.\u201d Manufacturers also benefit from platinum sales: they become better manufacturing facilities because they have to improve their overall level of expertise in order to craft finer platinum jewelry.
\n\u00a0
\nBruce finds that with platinum, success and customer satisfaction go hand-in-hand. \u201cAs long as we can make available almost any piece of jewelry in any kind of metal, we will continue to lead with platinum,\u201d says Bruce. In this economy, that\u2019s no mean feat. With its cutting-edge technologies and ingenuity, Novell \u201cwrote a new list of rules, Bruce explains, which dispelled many myths about platinum, such as its difficulty to work with and its high cost. All our rules start with the words \u2013 we can. . .\u201d
\n\u00a0
\nThat attitude, Bruce stresses, is key to succeeding in this difficult economy\u2014as are other factors. The new economy will demand better customer service, quality products and a price that makes sense.\u00a0 Bruce sees creating jewelry in platinum as a great foundation for the successful manufacturer in this new business world. Unfortunately, Bruce laments, \u201cthere will be no rescue plan for the jewelry industry. We need to work it out\u201d\u2014that is, we must strengthen local American companies and communities, with fair work and fair pay\u2014\u201cand not a bail out.\u201d Instead of the Golden Rule (\u201che, who makes the gold, makes the rules\u201d), Bruce posits the Platinum Rule as a guiding principle: \u201cHe who works effectively, and labors to make a durable product that is also an object of beauty, will thrive. That is the future of American jewelry manufacturing, so he makes the rules. He, who has the platinum, has the tools!\u201d For the jewelry industry, there\u2019s no greater truth for the New Year.<\/p>\n

####<\/p>\n","protected":false},"excerpt":{"rendered":"

Discussion about position platinum wedding bands and jewelry during such tough economic conditions.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0},"categories":[53,3,6],"tags":[27,296,16,12,293,13],"_links":{"self":[{"href":"http:\/\/www.novelldesignstudio.com\/blog\/wp-json\/wp\/v2\/posts\/1035"}],"collection":[{"href":"http:\/\/www.novelldesignstudio.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.novelldesignstudio.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.novelldesignstudio.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.novelldesignstudio.com\/blog\/wp-json\/wp\/v2\/comments?post=1035"}],"version-history":[{"count":5,"href":"http:\/\/www.novelldesignstudio.com\/blog\/wp-json\/wp\/v2\/posts\/1035\/revisions"}],"predecessor-version":[{"id":1040,"href":"http:\/\/www.novelldesignstudio.com\/blog\/wp-json\/wp\/v2\/posts\/1035\/revisions\/1040"}],"wp:attachment":[{"href":"http:\/\/www.novelldesignstudio.com\/blog\/wp-json\/wp\/v2\/media?parent=1035"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.novelldesignstudio.com\/blog\/wp-json\/wp\/v2\/categories?post=1035"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.novelldesignstudio.com\/blog\/wp-json\/wp\/v2\/tags?post=1035"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}