Tuesday, May 29, 2012

Why Jewelry Stores Have Few Tungsten Ring Styles

According to Triton Rings, one of the largest wholesalers of tungsten carbide rings in the world, about half of all wedding bands sold in the United States are now made of tungsten carbide. Many people have heard of tungsten rings by now, but probably didn't realize how immensely popular they are in this country. This is due to their durability and most importantly their affordability. However, anyone who has gone to their local jeweler in search of tungsten weddings bands usually complains that there are only a handful of styles to choose from.
The main reason is jewelry stores stock a few styles of tungsten rings is because they really don't want their customers to buy a tungsten ring. They give a variety of reasons when asked, such as "it isn't really jewelry" and "there is nothing precious about tungsten". The real reason is because tungsten rings are less expensive then platinum or white gold wedding bands so, they make less profit off their customers. Jewelers need to mark up their merchandise, just like any other business and they usually mark it up a percentage. If you have a tungsten ring that is $250 and a platinum ring that is $2,500, you would be right if you guessed the platinum ring would command a higher dollar amount of profit. Just as a car dealer would make less profit selling a Hyundai instead of a Mercedes. Many jewelers reluctantly carry a few styles of tungsten rings because they don't really want to sell it, but in case they can't convince their customers to buy an expensive platinum or gold ring, then they are still able to sell a tungsten ring as a last resort to make some amount of money.
While it is true that tungsten is a cheaper metal and is less rare than gold, however, couples these days don't want to spend a lot of money on their wedding bands and have them damaged rather quickly and then have to spend a lot of money again to replace them. People don't want to worry about something so expensive on their finger that can be lost or damaged easily. Tungsten carbide wedding bands offer customers peace of mind because the metal is so scratch resistant. In fact, no other metal can scratch it. Only certain crystals and diamonds can scratch it. Even if their ring gets damaged, it would be relatively inexpensive to replace them. Some tungsten ring manufacturers even offer a lifetime warranty that will replace the ring in case your finger size changes or replace it if the ring somehow broke. Jewelers like all other businesses in the world need to adapt to changing industry trends and customer demands. By hiding from customers what they want and refusing to change their product selections to reflect consumer demand, many jewelers are ensuring that they will lose sales and might even have to close their businesses.

1 comment:

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