Platinum jewellery is experiencing a significant sales surge globally, driven by record-high gold prices and shifting consumer preferences, according to industry reports.
The Platinum Guild International (PGI) reports a strong momentum for platinum, with over three-quarters of surveyed US retailers planning to increase platinum stock for 2026. While bridal remains key, non-bridal platinum sales grew over 24 percent in 2025, indicating broader appeal.
Globally, the trend is clear. In India, retail sales at partner stores jumped 10 percent year-on-year in late 2025. Japan saw a 1.5-percent rise in unit sales, partly due to consumers switching from volatile gold. In the US, although unit sales dipped, their total value soared by 48 percent, highlighting platinum's enhanced value perception.
PGI CEO Tim Schlick notes platinum is becoming a "premium yet accessible alternative." Retailers are increasingly promoting platinum for its durability and craftsmanship, linking it to higher transaction values and new clientele. However, PGI identifies consumer education as crucial for sustained growth, as gold remains the default choice for many.
The precious metal's appeal is bolstered by its current price, less than half that of gold, offering luxury at a relative value during economic uncertainty. (Photo courtesy: PGI)
04-05-2026
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