Report: Platinum Sales Are Up, and 76% of Jewelers Plan to Stock More in 2026

A new Retail Barometer study from Platinum Guild International USA (PGI USA) points to continued growth in platinum jewelry sales at U.S. retail, with momentum from 2025 carrying into 2026. The study, released earlier in April, is based on a survey of 300 U.S. fine jewelry retailers across independent, chain and department stores, conducted by Leger 360.

Retailers reported gains in platinum across both unit and dollar sales in 2025, with performance outpacing prior years. According to the study, 76% of retailers expect to add platinum inventory during 2026.

Jenny Luker, President of Platinum Guild International USA, said: “This is more than a strong year, it reflects continued momentum and an acceleration in how platinum is performing at retail. Retailers are seeing consistent growth and building on platinum’s established role as a core part of their business.”

More than half of retailers surveyed report converting a portion of their white gold business to platinum, with many others open to doing so.

Josh Shevitz, Vice President of Operations at Royal Jewelers in Andover, MA, said: “We are definitely seeing a shift in how clients respond to platinum. 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.”

While bridal remains the anchor for platinum sales, non-bridal platinum jewelry sales grew more than 24% in 2025, according to the study. Retailers cited personal style and everyday wear as growth drivers beyond traditional occasions.

Luker added: “We are seeing retailers approach platinum with greater intention in how they present it. It supports a more complete client conversation, one that speaks to quality and longevity, and that is resonating.”

Retailers surveyed also cited platinum as contributing to higher average transaction values, new client acquisition and brand positioning, according to the study. The primary barrier to further growth, retailers say, is consumer awareness, with gold’s familiarity cited as the default rather than resistance to platinum itself.