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Key takeaways
• Platinum sales momentum from 2025 is accelerating into 2026, with 76% of retailers planning to increase their inventory investment.
• More than half of retailers are actively converting white gold business to platinum, driven by client preferences for quality and longevity.
• The category is expanding beyond bridal into everyday jewelry, with non-bridal platinum sales growing by more than 24% in 2025.
(NEW YORK, NY) – A new Retail Barometer study from Platinum Guild International USA (PGI USA) points to a clear shift underway in the U.S. fine jewelry market, as strong platinum performance in 2025 carries into 2026 with growing confidence, increased investment, and evolving selling strategies.
Based on a survey of 300 U.S. fine jewelry retailers across independent, chain, and department stores, and part of an ongoing multi-year tracking study, the findings highlight continued growth for platinum alongside an evolution in how the category is presented and integrated within retail assortments.
Platinum’s Momentum Accelerates Into 2026
Retailers reported strong gains in platinum across both unit and dollar sales in 2025, with performance outpacing prior years. That momentum is carrying into 2026, where an overwhelming majority expect continued increases.
“This is more than a strong year; it reflects continued momentum and an acceleration in how platinum is performing at retail,” said Jenny Luker, President of Platinum Guild International USA. “Retailers are seeing consistent growth and building on platinum’s established role as a core part of their business.” As 2026 gets underway, that confidence is translating into action. Platinum is being more intentionally incorporated into inventory strategies, sales approaches, and growth plans, with retailers increasing their investment and prioritizing the category. 76% of retailers expect to add platinum inventory during 2026 (Source: Leger 360 Retail Barometer Study 2025)
Evolving Dynamics at the Counter
Current pricing dynamics across precious metals are creating new opportunities to broaden how retailers engage clients. Within this environment, platinum is increasingly presented not only as a premium choice but as an expression of quality, craftsmanship, and longevity.
At the same time, more than half of retailers report converting a portion of their white gold business to platinum, with many others open to doing so. This reflects a tangible shift at the counter, as retailers respond to evolving client preferences and actively expand platinum’s role within their assortments.
“We are definitely seeing a shift in how clients respond to platinum,” said Josh Shevitz, Vice President of Operations at Royal Jewelers in Andover, MA. “It allows for a more elevated conversation around quality and craftsmanship, and clients are responding to that in a very real way. It has become a much more active part of the sale than it was even a year ago. After our recent training, it’s even clearer that when clients choose platinum, they’re choosing a lifetime of strength, beauty, and peace of mind.”
Beyond Bridal: Expanding the Opportunity
While bridal continues to anchor platinum sales, retailers are increasingly focused on expanding into non-bridal, everyday, and design-driven pieces. Growth in non-bridal platinum jewelry sales in 2025 topped 24% (Source: Leger 360 Retail Barometer Study 2025).
This signals a broader opportunity as consumer interest shifts toward jewelry that reflects personal style, lasting quality, and enduring meaning beyond traditional occasions.
“We are seeing retailers approach platinum with greater intention in how they present it,” added Luker. “It supports a more complete client conversation, one that speaks to quality and longevity, and that is resonating.”
Driving Performance and Differentiation
Retailers consistently point to platinum as contributing to higher average transaction values, new client acquisition, and stronger brand positioning.
It is increasingly leveraged not just within the assortment but to elevate the retail experience and create meaningful differentiation in a competitive market.
The Opportunity Ahead
The primary barrier to further growth remains consumer awareness. Retailers point to gold’s familiarity as the default, rather than resistance to platinum itself.
For the industry, this presents a clear opportunity. Continued storytelling, education, and in-store engagement will be critical to sustaining and expanding Platinum’s momentum. As retailers move through 2026, those who lean into platinum’s strengths and communicate them with clarity and intention will be best positioned to capture its full potential.
About Platinum Guild International
Platinum Guild International is dedicated to promoting platinum and its pure, rare, and eternal qualities to the consumer and the jewelry trade. PGI has offices in each of the world’s major jewelry markets, providing information, assistance, and education on all aspects of platinum jewelry. For more information, please visit www.platinumlearning.com.
About the Study
The PGI Retail Barometer is an annual survey of U.S. fine jewelry retailers conducted in January 2026. The study includes 300 retailers across independent, chain, and department store channels and tracks platinum sales performance, sentiment, and expectations over time.
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