Platinum &You: Back-To-Back Winners

In a March 1993 report, jewelers told JCK they'd noticed a growing consumer interest in platinum jewelry. Today, the momentum continues. In fact, consumers' interest in design, value and something out of the ordinary are making platinum jewelry and retail jewelers back-to-back winners. Much of the growing consumer interest in platinum jewelry can be attributed to marketing and educational efforts by the Platinum Guild International. A broader selection of product from designers and manufacturers also plays a role. These factors have created a situation in which half of platinum jewelry sales are initiated by the customer, not a salesperson, say jewelers contacted by JCK. This is especially true with bridal jewelry. The Platinum Guild International USA Jewelry, the organization's U.S. jewelry marketing office, opened in 1992 and soon afterward launched an aggressive co-op campaign fea
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