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A recent survey by Jane Magazine found that platinum is the first choice for wedding jewelry among today's young women, in fact, 78% say they would pay at least 30% more for platinum. |
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This age group, highly influenced by celebrities and pop culture, has a clear message for the jewelry industry. They want platinum, and they want it now. |
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A survey of over 5,000 jewelry aficiaonados and influencers to better understand the jewelry preferences of women. |
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A recent major study by TheKnot.com underscores the importance of good relationships between marrying couples and their jewelry stores. |
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US bridal acquisition of platinum is up to 44%.
71% of women seeking engagement rings want platinum.
Sales opportunity grows every day. |
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Women are already predisposed to desiring platinum. Higher perceived value justifies its higher price point. But focus groups raised overall issues about shopping for engagement rings that provided important insights into the sale of platinum. |
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In February 2003, PGI conducted focus groups to learn more about educating soon-to-be-engaged men about platinum. Data was taken from two groups of engaged men who had purchased a ring in the last six months, and two groups who were planning to buy a ring in the next six months. |
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Every consumer group has an audience who is distinguished as being more interested, more current, and more savvy about a product category. Identify and understand your audience, and you are well on your way to increasing your return on word of mouth marketing |
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Learn more about the historic symbolism of the wedding band |
