New York (August 2005) - Is Platinum's premium price an obstacle or an opportunity? While some jewelry houses are expressing fear that the price of Platinum will impact consumer demand, an increasing number of successful jewelry brands are proving that offering the purest, highest quality Platinum jewelry is the recipe for successful, high-profit sales.  Other jewelry brands are leveraging the record high consumer demand-According to a survey by the Fairchild Bridal Group (2004), 81% percent of brides surveyed want Platinum for their engagement ring over other precious metals-by creating exclusive Platinum bridal collections to seize a piece of the highly profitable and growing Platinum bridal market, and capturing the higher-end luxury jewelry market, too.

Recent research indicates that Platinum is enjoying a robust consumer jewelry market. According to a recent Omnibus study conducted by the Jewelry Consumer Opinion Council (JCOC), the percentage of respondents who planned to purchase platinum jewelry rose to almost 18 percent, up four percent from last year. The study also revealed that fine jewelry and watches are now key gifts for Father's Day and platinum is often the precious metal of choice. This year the number of international brands who are creating Platinum watches to meet this demand has increased exponentially including: Rolex (see image), Louis Vuitton, Tiffany & Co., A. Lange & Söhne, Bulgari, Cartier, Chopard, Harry Winston, Jaeger-LeCoultre (see image) and Frank Muller. Celebrated domestic Jewelry designers to enjoy the growing trend in men's Platinum jewelry include Chris Aire, Neil Lane, Alan Friedman, Michael Beaudry, Jacob & Co. and Anthony Nak.

"According to several US companies within the Luxury Watch Industry, there has been a significant increase in the sales of Platinum watches, and the demand for these watches by the consumer market transcends this preceding year", says Steven Kaiser, President of Kaiser Time Inc, consulting firm for the luxury jewelry and watch companies. Jacob Arabo, founder of Jacob & Co., has touted his success with converting many of his clients from gold to Platinum-only, among them rap music mogul Sean "P.Diddy" Combs. "I designed a line of Platinum and diamond men's jewelry almost ten years ago, and everyone thought I was crazy. Today I can't seem to make enough," said Arabo.

The bridal jewelry market is seeing the rush of its newest customer to join Generation X in the bridal market, the millennials. Millennials make up over 80 million consumers and are characterized for their love of jewelry with a preference for the white metal. In an independent study conducted by Hall & Partners, 71% of women aged 18 to 34, shopping for an engagement ring agreed with the statements, "[Platinum] is the only precious metal I'd consider having. ... It's the one I'd consider above the others (Hall & Partners, 2004). U.S. weddings are projected to increase 30 percent between now and 2026, according to the Census Bureau report, Center for Health Statistics. To capture this high Platinum demand, traditionally gold brands such as Roberto Coin, Fabergé, and Hearts on Fire have launched Platinum bridal collections. High-end jewelry house Cartier has launched an exclusive 950 Platinum engagement ring line, starting at an affordable $4,200. They join many well-established industry Platinum bridal houses including Harry Winston, Daniel K, Michael Bondanza, Jeff Cooper, Kwiat, Peter Storm, Saturn Jewels, Peter Norman & Co., DeBeers and Tacori, who remain loyal to Platinum as the precious metal of choice for their customers and carry a large inventory of Platinum styles.

"Platinum makes it perfect, says Jeff Cooper, designer of Platinum and diamond bridal jewelry, "There's no other metal I would choose to express and symbolize such precious and powerful moments between two people".

Platinum sales in the high-end jewelry market, in both the bridal and fashion categories, remain very promising. This is partly due to the growing number of people with increased expendable income and baby boomers being the fastest growing segment in this category. According to retail analyst Howard Davidowitz, "America has 30 percent more milionaires in 2004 than it did in 2003 and that is impacting sales at upscale shops" (hnw.com 7/22/05). Among the higher end jewelry houses to profit from this opportunity for sales is world-renowned jewelry designer Stephen Webster who serves the high-end jewelry market with offices around the globe. Webster will soon expand his platinum collection to include "Femme Fatale" featuring various Platinum and diamond fashion pieces.

"This year, more and more fashion jewelry designs houses are turning to Platinum to capture market share of the growing bridal market. We've seen a large growth in demand from many of the high end, world class luxury brands who are augmenting their lines with Platinum," according to Huw Daniel, President of Platinum Guild International
USA. "Dollar sales of Platinum in the U.S. increased 9.6% in 2004 from 2003 and is expected to remain steady through 2005," he added.

Platinum is prized for its Pure, Rare and Eternal qualities:

PURE: Platinum's high level of purity (generally 90%-95% pure) endows it with both a natural white luster, allowing the true radiance of a diamond or gemstone to shine; and hypoallergenic qualities that prove ideal for sensitive skin.

RARE: Platinum is 30 times more rare than gold.

ETERNAL:  Platinum will hold a diamond or gemstone securely, now and for always.

About Platinum Guild International (PGI)
Platinum Guild International, the marketing arm for the worldwide Platinum jewelry industry, is dedicated to supporting and promoting the high purity, rare and eternal qualities of Platinum to the consumer and jewelry trade.  PGI has offices in each of the world's major jewelry markets; providing information, assistance and education on all aspects of Platinum jewelry.

CONTACT:
Antonia Caamaño
Platinum Guild International USA
(212) 404-1605/ acaamano@pgiglobal.com