Preferences in fine jewelry start at a young age -- that according to a recent survey PGI conducted with Teen Vogue.  More than 2,600 girls responded to a comprehensive online "It Girl" survey about fine jewelry - and some findings may surprise you. The mostly 13- to 20-year-olds making up the pre-bridal market had an overwhelming propensity for platinum jewelry, followed by white gold, silver, and finally yellow gold. The generation that grew up on silver never made a switch to yellow gold in a real way.  "It's an anti-gold generation," said Amanda Berg, a spokeswoman for the Jewelry Information Center, a non-profit trade association representing the fine jewelry and watch industries. Two-thirds of these young respondents already own a piece of diamond jewelry.  Birthdays and Christmas proved to be top occasions for receiving a gift of fine jewelry.

The majority of the girls polled envisioned themselves getting married between the ages of 25 and 34. In-store displays, friends or relatives who have already received rings, advertisements, their mother's bridal rings, and celebrity rings were all cited as strong influencers of engagement and wedding ring purchases.  In fact, major hip-hop artists such as P. Diddy and Missy Elliot, who have been seen sporting platinum pinkie rings and necklaces, can take credit for redefining platinum as the new "bling."

IF CHOOISING TODAY Most respondents agreed on their ideal, future engagement ring: Platinum Setting Princess/Square-Cut Diamond Vintage/Antique Design Surprisingly, unlike women actually close to engagement or marriage who clearly drive the engagement ring selection, most of the girls polled in the survey said they would leave the selection of their engagement ring to their fiancé.  More than half of those polled want their wedding band to match their fiancé's. When asked where they'd looked at wedding jewelry, respondents revealed that exposure to bridal rings usually came from in-store displays or magazine articles and advertisements. Fine jewelry tastes of young women stretch well beyond bridal.  They

might be years away from getting engaged or married, but their preferences for platinum have already solidified.  They no longer want Barbie dolls and ponies for their birthdays.  The current generation of 13- to 20-year-old women is all grown up: they want platinum.  It is this generation of young women who represent a growing market of platinum consumers.  When stocking their platinum accessories, the savvy retailer has realized that it's no longer just the brides who are shopping for platinum.