(New York, NY) November 14, 2007 - When it comes to weddings, the American consumer agrees with "Having the best. Price is less important", so noted 53% of engaged women and 40% of single women surveyed in the recently released Conde Nast Bridal Media's "American Wedding Study: Bridal Redefined".  This is a significant finding for jewelers who offer higher-end quality bridal merchandise in their stores. Especially when you consider that, according to the same survey, 88% of Americans get married at least once with the average age of the bride as 27 and the groom 29 - by then somewhat established in their respective careers. 

According to the Johnson Matthey interim review of the Platinum group metals market, Platinum 2007, Platinum ounces sold into US jewelry manufacturers dipped by only 1.5%, however, this figure does not account for finished platinum jewelry imported into the US from overseas manufacturers, which has trended up over recent years. 

"Having the best. Price is less important", consumer opinion also underscores the high desire for platinum as the ultimate symbol of commitment, despite a higher platinum price.

"We are selling more Platinum bands than gold to both men and women," notes Michael Nedler, owner of Sonny's on Filmore. "They are willing to pay the premium for Platinum."

John Green of Lux Bond & Green Jewelers, echoes that sentiment, adding, "This year, we are seeing more and more people requesting platinum - more than ever before.  People understand that it is the finest white metal and really the only white metal.  They appreciate not only its durability, but its beauty.  You can craft platinum better than any other single metal."  

Esther Fortunoff of Fortunoff adds, "We always sold Platinum and are committed to Platinum, even though it may be more expensive that other metals. There is so much more value in Platinum and consumers should have Platinum for their engagement rings and wedding bands."

And while consumer desire for high quality platinum products remains high at retail the value of platinum as part of the merchandising mix is further underscored on the manufacturing side as savvy American designers such as Scott Kay, Phyllis Bergman, Ritani and a host of others are creating innovative and new platinum products at a variety of price points, ensuring that the consumers desire for platinum is met at every level.

Savvy jewelry manufacturers and importers who are producing products geared toward the consumers thirst for higher quality long-lasting items are reaping the benefits of what is being deemed as a "Platinum Opportunity", increasing their profit dollars on items that require fewer unit sales.
 
"There is still very strong demand for Platinum in the bridal business," says Samuel Sandberg, President A. Jaffe.  "Consumers purchase platinum because of its unmistaken quality and value.  A platinum setting offers maximum protection of center and accent diamonds.  Its resistance to wear insures a lifetime of ownership, free of concern for loss or damage. "
And as consumer taste is moving "more upscale" according to a recent study by Unity Marketing, the demand for platinum products is also being felt across other categories.  In an August 2007 study issued by Investec Securities Research, Platinum Swiss watch exports were noted as maintaining as impressive growth at 23%.

"There has always been a strong desire for platinum watches from our collectors which is no different this year," says Hratch Kaprielian, President of Franck Muller USA.  "All of the Franck Muller watches require an exact precision and are statements of elegance just the same as platinum.  Because of its value and its incredible durability, platinum has always been and continues to be the metal of choice for the finest timepieces."

About Platinum Guild International USA

Platinum Guild International, the marketing arm for the worldwide Platinum jewelry industry, is dedicated to promoting Platinum and its pure, rare and eternal qualities to the consumer and the 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 further information please visit www.platinumguild.com.

For more information contact:
Laurel Saville
Kinney + Kinsella
212 620 0356, ext 206 or
lsaville@kinneyandkinsella.com