Prices deter some, but cachet keeps platinum hot

August 25, 2008

This platinum men’s wedding band by Diana Classic features a 5-millimeter low-dome comfort fit; suggested retail price is $1,648. Diana.com

By Catherine Dayrit

The platinum act in concert has lately become even more elite, what with platinum prices hitting stratospheric highs of in greater numbers than $2,000 per ounce in the early months of this year.

While jewelers that cater to the lower and middle ends of the market are sympathetic the pinch, demand remains strong at the surpassingly other end of the spectrum, with wealthy shoppers—and aspirational brides—readily seeking out the metal for its aristocratic factor.

Helping to fuel the desire are all the photographed, filmed celebrities who can’t attend an awards exhibit without sporting a little sparkle and flash.

For the latest information on platinum, including supply and demand, price points, marketing initiatives and design trends, download White warmth.

Editor’s note: This story first appeared in the July 2008 print edition of National Jeweler.