Inspirations

Platinum Born Jewelry Gives Every Woman a Chance to Own the World’s Most Precious Metal

A Platinum Born statement necklace

New York City. Nov. 15, 2018. Earlier this year, jewelry lovers with champagne tastes on beer budgets got a gift from the nonprofit association that promotes the rarest of all precious metals: Platinum Guild International (PGI) unveiled an entry-level-price platinum jewelry collection in association with key industry partners. Called Platinum Born, about 30 individual pieces are made in Japan—a country with a long love affair with delicate platinum designs—and distributed by Suna Brothers, a seasoned maker of heirloom-quality jewels.

For years, directional voices in jewelry including editors and top store owners have lamented the fact that platinum was largely available only in wedding rings. It wasn’t easy to find chic platinum jewels in wearable styles for every day. Designers like Elisa Solomon and Deirdre Featherstone knew long ago the importance of offering fashion-forward styles in platinum (think of Solomon’s Peace Sign necklace for $2,530 and just about everything Featherstone makes, including emerald and diamond climber-style earrings), but most other makers relegated platinum to the wedding category alone. That’s not a bad space to be in, but it is limiting, especially for a metal that’s durable, bright, hypoallergenic, and rare. How rare? PGI maintains that platinum is 30 times more rare than gold. Further, if all the platinum ever mined were melted and poured into an Olympic-sized pool, the platinum would barely reach your ankles while gold would fill three pools. That’s pretty rare.

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So PGI worked with international partners to make an accessible collection of platinum jewelry. Styles including chains for layering, lariats, bracelets, and dangle earrings, with retail price tags from $495 to $7,500. There’s even a magnetic necklace that you can effortlessly wrap around the neck or wrist—no fumbling with a clasp! The individual pieces are sourced from a few Japanese platinum jewelry manufacturers as opposed to one company with a singular collection, giving shoppers the ability to start their personal platinum inventories with essentials for repeated wear.

“There’s nothing like this in the market,” explained Danielle Barber, creative manager of Suna Brothers, at a high-end jewelry trade show in Arizona. “Platinum has value and we want to offer greater access to it.”

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PGI USA President Jenny Luker agrees. “We’ve seen this platinum opportunity in Japan, and we want that for the U.S. Many brides already want a platinum wedding ring, and many other women already own more than two pieces of platinum. After concluding extensive focus groups and market research, Platinum Born fulfilled what the consumer was looking for.”

The venerable retailer Lux, Bond & Green, of Boston, immediately bought into the line and offers many of its styles for sale online. And at these prices, there’s no need to wait; your platinum moment can happen much sooner than you may have thought.

Platinum Born bracelet, $495 at Lux, Bond & Green

Platinum Born bracelet with pearls, $495 at Lux, Bond & Green

 

Platinum Born Drop Leaf earrings, $825 at Lux, Bond & Green

Platinum Born Drop Leaf earrings, $825 at Lux, Bond & Green

 

Platinum Born Triple-Strand necklace, $1,275 at Lux, Bond & Green

Platinum Born Triple-Strand necklace, $1,275 at Lux, Bond & Green

 

Jennifer Heebner LLC

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