Platinum Projections If you’ve been paying attention, you’ve noticed shoppers want more platinum. Since 1990, consumer demand for platinum jewelry has jumped by 600%, says a study commissioned by Platinum Guild International USA. Though not as dramatic a leap, the study shows demand for platinum jewelry has risen 20% since 1995, which PGI-USA points to as evidence of the steady and sustained increase in interest. Manufacturers have noticed, adding platinum designs to their lines. Not surprisingly, retailers report selling more platinum jewelry. The 1996 study, the “Platinum Jewelry Market Report,” is comprised of data gathered from consumers, manufacturers and retailers in the U.S. The Consumers More than half of the 1,203 consumer respondents say they were very or somewhat familiar with platinum as a precious jewelry metal. The highest degree of familiarity occurred