With Platinum Rings, They Wed

More and more these days, couples are sealing their commitment to platinum as they seal their commitment to each other. The Platinum Guild International reports that one in four wedding sets is composed entirely or partially of platinum. Retailers are finding that platinum bridal sets are easier than ever to sell, and platinum's higher price points are translating into higher dollar margins. This is especially good news because women whose bridal jewelry is platinum are likely to want other jewelry to match it. “They buy the engagement ring, and then they want the earrings and chain to go with it,” says Dave Rogoway of La Rog Jewelers in Portland, Ore. “We're doing a lot of platinum business in other categories, as well.” Consumers who have heard about music recordings “going platinum” and received applications for platinum credit cards associate the metal with the ultimate
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