Platinum bridal jewelry sales grew in the first half of 2010,
according to a recent survey conducted by GFK Audits and Surveys.

The survey, commissioned by Platinum Guild International,
also projected a three percent increase through the end of the year.  The survey also reported that 56 percent of all retailers plan to
purchase additional platinum product through the end of 2010.

Several factors have contributed to the strength of platinum
sales in 2010, one of the most influential being the rising price of gold in
today’s market.  Platinum’s
competitive pricing against gold attributed to 31 percent of retailers stating
platinum’s price as a positive attribute, while an additional 29 percent found
value in platinum’s properties of durability and strength. 

The survey also reported that some retailers attributed
platinum sales increases owing to their staff suggesting platinum to customers
more often than before. This finding confirms the importance of well-educated
sales associates that understand and share the key features and benefits of
platinum.

JCK