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Prices deter some, but cachet keeps platinum hot

By Catherine Dayrit
August 25, 2008

The platinum club has lately become even more elite, what with platinum prices hitting stratospheric highs of more than $2,000 per ounce in the early months of this year.

While jewelers that cater to the lower and middle ends of the market are feeling the pinch, demand remains strong at the very other end of the spectrum, with wealthy shoppers—and aspirational brides—readily seeking out the metal for its exclusive factor.

Helping to fuel the desire are all the photographed, filmed celebrities who can't attend an awards show without sporting a little sparkle and flash.

For the latest information on platinum, including supply and demand, price points, marketing initiatives and design trends, download White heat.

Editor's note: This story first appeared in the July 2008 print edition of National Jeweler.
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