Purely platinum.(BUYER'S CHOICE)

Modern Jeweler, July, 2005 by Federman, David; Kremkow, Cheryl; Prine, Jeff; Rosenthal, Alexandra

Although the price pressure continues, retailers across the country report that demand for platinum seems to be eternal.

In fact, platinum seems more on the mind of brides and grooms than ever. Many retailers report that bridal customers come in looking specifically for the heavy white metal.

Platinum fashion jewelry is a tougher sell, unless the consumer is buying high-end, timeless diamond jewelry styles where some serious diamonds demand the status of platinum. Anniversary bands, in particular, are popular in platinum, buyers report.

The biggest opportunity for growth for most retailers seems to be in platinum for men: wedding bands, stylish men's jewelry, and platinum watches, a subtle status symbol on the wrists of a surprising number...