Pure and simple

July 01, 2007

Platinum and diamond bracelet by Chad Allison.

By Beth Braverman

Yes, your customers are paying more for platinum—a reality that has been especially challenging for smaller to medium-size jewelers. But remember: From brides-to-be chasing after the perfect engagement ring to teenage girls reading fashion magazines and cooing over the white-hot designs, platinum is the metal that many women hope to someday have wrapped around their ring finger. And when there's a lull in bridal sales, celebritites who choose it for their red-carpet turns send this precious metal right back into prominence in a paparrazi flash.

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