Despite speculative reports on holiday jewelry sales (some sources reported a significant increase in sales, while others noted a slight decrease), jewelry houses on both the manufacturing and retail ends are asserting that Platinum celebrated a strong holiday season!

The bridal category witnessed the strongest sales increases. Overall, jewelers reported a 39 percent increase in bridal jewelry (National Jeweler, Post Holiday Survey 2005). With desire for Platinum in the bridal category at an all time high - 81% of brides-to-be preferring Platinum over other precious metals (Fairchild Bridal Group, 2004) - it is not surprising that jewelry houses reported increased sales in Platinum bridal rings. According to Steven MacDiarmid, Director of Public Relations and Trade Shows for Stuller, "The higher end of the luxury market comprised the bulk of the sales for the fourth quarter in Platinum." Stuller reported that larger setting sizes were in high demand in Platinum, but earrings also dominated the holiday Platinum business. Bridal brand, Memoire, reported that sales of Platinum increased 40 percent as compared to their fourth quarter sales in 2004.

The high end of the Platinum fashion jewelry market continues to celebrate an increasingly robust group of affluent shoppers. Johnson Matthey, a leading supplier of Platinum to the jewelry industry, reports that growth in sales has been recorded in the upper end of the market with "Platinum jewelry benefiting from increased celebrity endorsement and marketing" (Platinum 2005 Interim Review).

According to Geri Bondanza of design house Michael Bondanza, "Platinum bridal has been steady through out the year. At holiday, we had the added increase to sell many important signature pieces - all Platinum based - that helped finish the year on an upward curve. We need to spread the word now more than ever how precious and desirable Platinum is."  Platinum designs reportedly sold by Bondanza during the holiday season include: Platinum, polka dot pave and swirl impressionist bracelet valued at over $76,000, Platinum and pink Metropolitan bracelet valued at $61,000, as well as various Platinum fashion and bridal pieces.

Bill Gould, Director of Marketing for Kwiat, says, "Numerous Kwiat accounts reported complete sell thru and continue to share the story of what their customers now have in common with Halle Berry, Queen Latifah, Sharon Stone, and Paula Abdul."  Among Kwiat's top sellers: Platinum three-prong diamond studs (with higher carat sized diamonds selling very well), and Platinum and diamond signature Kwiat Star earrings and necklace.

Gurhan, who launched an exclusive Platinum fashion jewelry collection in 2005 experienced tremendous sales of their fashion line of Platinum jewelry. "Our sales for Platinum were just under one million dollars. From the first day of the debut of our Platinum line and the first advertisement, we immediately sold Platinum and diamond bangles off the pages of the magazine.", asserts Scott Marshall, Director of Marketing for Gurhan. "It was amazingly cool for us!", he added.

High-end jewelry house, Tiffany & Co., reported an overall jewelry sales increase of six percent in the U.S. during this holiday season, as compared to a year ago.  Demand for high-end jewelry such as Platinum continue to be strong and Tiffany announced in December that the rising value of Platinum had not put customers off, instead the price increases helped them to push up profits, as was reported on the Johnson Matthey website (www.Platinum.matthey.com).
 
In 2006, jewelry houses can continue to take advantage of Platinum's increasing profit potential. If the market trends indicate consumers' shopping habits, prices will prove to be an opportunity for increased bottom line profits, rather than an obstacle.

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.  Only the purest Platinum jewelry will bear a stamp reading "PLATINUM", "PLAT", "Pt 950", or "Pt 900", signifying the jewelry is 90% to 95% pure Platinum.

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.

For more information on Platinum, please visit www.platinumguild.com

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