Platinum is growing in popularity among brands—and, in turn, among consumers—but it hasn’t reached the awareness levels of gold and silver yet.
While platinum is a solid choice for engagement rings and wedding bands—and many customers are open to that choice—it’s not as common in fashion jewelry pieces like earrings and bracelets.
Fortunately, Platinum Guild International (PGI) seems to be changing that through a robust new campaign. (Rebecca Moskal, vice president of PGI USA, spoke to our editor-in-chief, Victoria Gomelsky, about PGI’s plans in a recent interview here.)
There’s no doubt these efforts will be fruitful: Popular designers are re-envisioning their signature gold designs in platinum. There’s a push for custom designs to be crafted in the metal. A fashion brand is showcasing how wearable the metal can be. As Moskal stated in the interview, “There’s never been a better time to buy platinum.”
Currently, you’ll find most readily available platinum pieces to be rings—though high jewelry options in other categories are easy to find—and wedding jewelry is a sure bet as well. But more independent designers are experimenting with platinum, leading to exciting results that shoppers will be fighting to get their hands (or ears or wrists) on.
“I appreciate the durability of platinum,” says Rebecca Zeijdel-Paz, founder of Brooklyn, N.Y.–based Beck Jewels, whose latest platinum piece is pictured at top. “My pieces are made to be lived in, then passed down and enjoyed for generations to come.”
Here, some of the latest offerings in platinum, perfect for the holiday season ahead.
Top: Scuba ring in platinum with 1.112 cts. t.w. diamonds, $11,330; Beck Jewels (available at Muse x Muse)Follow JCK on Instagram: @jckmagazine
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