With the price of gold holding steady above $3,300 an ounce, platinum for jewelry has never looked better. Working with platinum at the jeweler’s bench requires more skill than with gold, but what the metal delivers in perceived and long-term value and longevity of wear makes its purchase a no-brainer for many. The naturally white metal requires no rhodium plating and doesn’t lose metal over time like its naturally golden peer. Plus, the weight of it—platinum is denser than gold—is instantly felt by jewelry wearers.

ALTR

In fact, more often, platinum conversations among jewelry manufacturers are not only happening in the bridal space. Just ask Amish Shah, founder of ALTR, a maker of lab-grown diamond jewelry. Shah has deep roots in the fine-jewelry industry—including in mined diamonds—and a long appreciation for platinum. While lab-grown diamonds are a newer product for him (he debuted ALTR in 2016), he’s always found platinum to be important for use in many categories. That thinking remains top of mind at ALTR.

“Our evolution with platinum started a year ago,” he explains. “We keep its strength and beauty in mind—it’s not just a bridal conversation. Most never think of a bracelet or a tennis necklace in platinum, but it lays better than gold. Platinum bracelets feel nicer on the wrist, they’re solid. Platinum watches are heavier. Women love bracelets that feel good, and we all know that platinum is better for wear and tear. ALTR is evolving into platinum fashion.

“Over years, the bright color of white gold diminishes, and the rhodium needs to be re-plated. With platinum, there’s no need to inconvenience the customer. That’s why we install platinum heads for diamonds—the wear and tear is much better. There aren’t many people who can do microscopic settings in platinum, but more companies are trying to get into it.”

Platinum has long been an important part of offerings for Frederick Goldman, and its influence continues to grow across its categories.

   Continental / Novell

“Nearly all of our bridal and men’s jewelry styles are available in platinum, from engagement rings to women’s and men’s bands,” says Bryan Cowan, senior vice president of customer success and business development. “Our expansive market reach—working with thousands of independent, regional and major retailers—gives us deep insight into consumer preferences. We’ve seen platinum evolve from a luxury product to a desirable choice at multiple price levels. With gold prices now at record highs, platinum has become a superior value.”

In fact, the bridal jewelry maker recently unveiled new platinum designs in its Luxe bridal and anniversary band collections as well as expanding platinum wedding band designs for men.

“These launches reflect our commitment to meeting strong consumer demand for platinum’s weight, beauty, and hypoallergenic qualities,” adds Cowan. “We see consistent retailer and consumer interest at most levels of the market, not just at the high end. Our continuous improvements in platinum craftsmanship and manufacturing processes allow us to deliver the quality and durability that today’s consumer expects—across virtually every style we offer.”

Frederick Goldman

New Jersey-based wedding band maker Novell has also long been devoted to platinum. Its inventory features a wide range of styles, including low dome, high dome, pipe-cut, and European-cut styles in 2 mm through 8 mm widths, with 12 available finishes. And those are just what’s in its plain ring program! Orders can be made by weight as well, as in full, medium, light or extra light. “We can fit your price point in this challenging market—with free engraving for up to 20 alpha-numeric characters,” maintains the brand on its Instagram account.
For sure, price is an important factor in jewelry purchases, but so is value, which is hard to beat today in platinum.

“With gold prices now over $3,300 an ounce, platinum has become an even more attainable and compelling alternative to gold,” says Cowan. “For customers, it’s the opportunity to get a superior metal with lower maintenance, greater durability, and unmatched beauty at a price that makes sense. We believe platinum offers tremendous value, and we see it as a cornerstone for the future of our business.”