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Women Want Platinum Part 1
Saw a great research piece by Modern Jeweler; here are some excerpts.
Extensive consumer research, both by Platinum Guild International and by other organizations, shows that most women prefer Platinum for their engagement ring. "When we have done focus groups, Platinum spontaneously comes up as the metal most desired," says Huw Daniel, president of Platinum Guild International USA. "When we hired Hall & Partners to do some quantitative research, we were blown away by how passionately women felt about Platinum."
The Hall & Partners study asked women in the 18-34 age group with relatively modest household incomes of $30,000 and above who were shopping for engagement rings which metal they prefer. A staggering 71 percent of women said they are committed to buying platinum. An even more surprising 78 percent said that platinum was worth paying more for. And 89 percent agreed that platinum the highest quality precious metal. "Most women said that platinum was the only metal or the metal they would consider above all others for their engagement ring," Daniel says. "But it wasn't just on a pedestal as the best. When we asked them to think of Platinum as a person, most agreed that that they really liked it and had something in common with it, much more than other metals. This means that they connect emotionally with platinum, it's approachable and within reach."
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