With International Women’s Day soon here, confident, modern women worldwide are celebrating their growth and potential – whether in career, relationships and life. Jewelry signifies self-expression of true values and blessings from loved ones, and its platinum leading the way.
“The ongoing changes in global society and regional cultures is resulting in new tastes and self-expression among women. We are seeing that platinum – with its high quality, enduring nature and naturally white authenticity– is the precious metal of choice for the modern female consumer across diverse regions.” Platinum Guild International says PGI CEO Huw Daniel.
In the US, platinum’s versatility translates to being the ‘confident and savvy’
jewelry for women in diverse roles.
In the US, 49% of employed women, including 42% of working women with children,
say they are their family's main breadwinner, according to a joint NBC News-Wall
Street Journal poll, up from 37% in 2000. As a result, female attitudes towards ‘putting
a ring on it’ are changing. While wedding jewelry purchasing remains high for
platinum, women are increasingly having their own say with involvement of brides
increasing from 65% in 2011 to 70% in 2017.1 In a market where jewelry has
traditionally relied on the wedding business, over 1/3 of consumers bought jewelry
for themselves in the past 12 months, according to a consumer survey commissioned
by Platinum Guild International in 2018.
“The US jewelry industry has seen an increase in self-purchasing among women as
they are choosing to commemorate their successes (professional and personal)
through jewelry. Platinum’s strength, purity and rarity makes it the perfect
complement to show their achievements and personal expression,” says Jenny Luker,
President of PGI USA.
Ms. Luker has been a member of the US jewelry industry for nearly 25 years and
the President of the Women’s Jewelry Association. She has seen the great strides
that have been made in the US jewelry industry to expand leadership and growth
opportunities for women. “There is still room for creating the space to allow for
more women to be recognized and to embrace their potentials,” says Ms. Luker.
Perceived as the most ‘confident and savvy’ precious metal by US consumers,
platinum naturally presents itself as the choice for both daily wear, celebratory
occasions, and everything in-between.
In response to modern women’s desires for jewelry with a quality to adapt to diverse occasions, PGI USA introduced a new luxury fashion jewelry brand, “Platinum Born”, that serves professional, educated women who purchase jewelry for themselves at accessible price points. Curated to meet the needs to elevate her personal expression, The Platinum Born messaging recognizes that a woman is multi dimensional (she is a professional, a wife, a mother, a friend, and more), and every part of her should be celebrated in the world’s most precious material, platinum.
About Platinum Guild International
Founded in 1975, Platinum Guild International (PGI) is the world’s leading authority on the platinum jewelry industry and is dedicated to creating, expanding and strengthening consumer and trade markets for platinum jewelry. PGI has specialist teams dedicated to raising awareness of platinum jewelry, developing demand for platinum jewelry through consumer and trade facing programs in the four key jewelry markets of China, India, Japan and USA. For more information, please visit www.platinumguild.com.
