White Metal Craze Boosts Sterling Sales

June 1998

Precious Metals:Data & Statistics

White Metal Craze Boosts Sterling Sales

Sales of sterling silver jewelry rose 15% to $2.5 billion in 1997, according to Silver Trust International, the marketing arm of the silver industry.

Interestingly, an estimated 60 million pieces of sterling silver jewelry were sold, says STI. That means the average per-piece retail price was $41.67, suggesting strong sales of substantial jewelry. It also echoes the popularity of the other white metals: white gold and platinum.

"Silver's favorable price points, perceived value as a precious metal, strong fashion message and ever-expanding assortment of designs contribute to its popularity," says STI Director Linda Meehan. "What was once considered a cyclical fad has become a long-lasting classic with enormous profitability, growth and universal appeal to men and women of all ages and lifestyles."

Source: Silver Trust International

Copyright © 1998 by Bond Communications.


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