A jewellery survey in the US by MVI Marketing has indicated that the desire for platinum jewellery is on the rise.

The firm's jewellery research branch, the Jewelry Consumer Opinion Council, said in its 2005 review that platinum sales in the US among Hispanic consumers had improved during the past year.

The study also found that away from holiday periods, gift purchases accounted for significantly less than half of jewellery sales, figures that are bound to make the industry take notice.

Indeed, the report found a huge disparity between market predictions and actual buying patterns.

Elizabeth Chatelain, joint chief executive of MVI Marketing, said: "A tremendous disconnect still exists between the industry's perceptions of consumer preferences and what the consumer actually wants."

Around three quarters of men in the US now wear jewellery, the report found, with over a quarter saying they would expand their collection if they were more knowledgeable about the market and if there was greater choice.


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