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 PLATINUM FACTS
 The World Gold Council notes a shift in consumer trends from gold to platinum. The council attributes this to the rise of the white metal phenomenon, which was driven by fashion, and the dominance of platinum as the aspiration choice (IBIS World Industry Performance Study).
81% of pre-engaged women desire platinum for their engagement and wedding jewelry. 43% of consumers acquire platinum and an additional 43% get other white metals, totaling 86% of consumers acquiring a white metal for their engagement ring (Conde Nast Bridal Group Study)
36% of brides-to-be are disappointed when they receive their engagement ring and it is not platinum.
38.9% of 20-somethings own platinum jewelry and 71.3% of 20-somethings will pay more for jewelry crafted from the finest materials and highest quality.
Men between the ages of 25-39 are 27% more likely to pay a premium for luxury goods. (GQ Magazine)
HERE'S WHAT SOME OF THE TOP U.S. RETAILERS ARE SAYING ABOUT PLATINUM
(Independent/Small Chain Jewelry Retailers Sentiment Study of Platinum Bridal Jewelry, prepared by GfK Retail & Technology, 2011)
Comparing second half 2010 over second half 2009, Preferred Platinum Partner* retailers reported:
Overall sales of platinum bridal jewelry performed better (33%) or the same (41%) than the competitive set of bridal jewelry.
Total unit sales of platinum bridal jewelry increased 5.5%
Total unit sales were higher (56%) or the same (26%)
Overall expectations for platinum bridal jewelry sales in 2011 is positive at +5.9%
Over two thirds plan to purchase additional inventory over the next six months
79% mentioned positive factors affecting their sales of platinum bridal jewelry, of which:
- 34% product: popular metal, long lasting, higher quality than others,
- doesn't turn yellow, unique, special, rare
- 29% price
- 12% advertising
*Preferred Platinum Partners are retailers that have been independently mystery shopped and scored high in the areas of customer service, platinum expertise and overall platinum experience. They are referred to consumers via the Find a platinum retailer section on preciousplatinum.com
TRENDS IN HOLLYWOOD
The most popular celebrities are choosing platinum's unfading beauty and stature to symbolize their committed relationships. The following lovely ladies of Hollywood are all currently sporting platinum engagement rings.
. Catherine Zeta Jones
. Reese Witherspoon
. LeAnn Rimes
. Megan Fox
. Carrie Underwood
. Emily Blunt
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