JCK Spotlight Platinum: White Noise

A new Platinum Guild International study reveals growing interest in entry-level platinum and a surprising sales spike thanks to the rising price of gold.Over the past several years, gold and platinum prices have performed a dramatic tango on world markets. Having climbed to historic highs, with the former still rising, the metals have slipped into virtual parity on more than a few occasions.The circumstances—combined with the effects of the economic crisis—have thrown the industry into a tizzy. In search of low-cost solutions for consumers and retailers with a soft spot for white metal, Platinum Guild International launched a high-profile campaign to promote entry-priced platinum that retails for $5,000 or less. To determine the effects of the campaign thus far (it began in 2010), the organization recently commissioned a survey of retailers about platinum sales. The survey queried 4

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