Platinum, Silver Jewelry Sales See Growth in U.S.

New York—Platinum and silver jewelry sales are both on the rise in the United States, according to two recent surveys.

Strong demand in both the bridal and self-purchasing markets contributed to platinum’s double-digit growth in 2017, Platinum Guild International indicated.

PGI’s annual market analysis, which polled more than 90 manufacturers and 1,400 retail companies that operate about 13,000 retail outlets, concluded that platinum jewelry sales in the U.S. increased 11 percent year-over-year, marking the fifth year in a row the sector grew.

They attributed it to a strong economy and positive consumer sentiment.

“We saw above-market growth for platinum jewelry in three out of four key markets in 2017, including the U.S.,” PGI CEO Huw Daniel said. “This trend is tied to a robust global economy and historically low platinum prices, together with an increasing preference for platinum among younger consumers, which indicates growth potential in the platinum jewelry sector in 2018.”

Bridal is the strongest driver of platinum jewelry sales, and PGI indicated it sees a new opportunity in that arena via platinum crowns, which it said holds diamonds more securely in rings, regardless of the metal used in the shank.

According to PGI, their platinum crown marketing in the U.S. increased its sales by 10 percent year-over-year and is expected to continue in 2018.

In addition to bridal, PGI is targeting the self-purchasing consumer, citing the 2017 De Beers Diamond Insight Report, which showed that women purchasing jewelry for themselves represents 33 percent of the non-bridal diamond jewelry market.

To access this demographic, PGI has introduced a platinum collection of chain necklaces called “Platinum Born.”

“We have felt for a long time that there was room in the marketplace for a beautifully designed, well made, price-friendly platinum collection,” PGI-USA President Jenny Luker said. “After concluding extensive focus groups and market research, Platinum Born fulfilled what the female self-purchasing consumer was looking for.”

The Silver Institute’s Silver Promotion Service, meanwhile, also reported growth for silver jewelry sales for the ninth consecutive year that it has commissioned a retailer survey, this year performed by InStore.

Retailers polled noted that on average, overall silver jewelry sales in 2017 increased 17 percent year-over-year and represented 36 percent of their unit volume and 29 percent of their dollar volume.

Approximately 57 percent of retailers said silver jewelry had the best inventory turnover rate, and 51 percent said the category had the best maintained margins during the 2017 holiday season.