American demand for the white metal is increasing – here’s why.
Despite underwhelming global demand, platinum sales in North America have increased by more than a third over the last six years, Business Insider writes. The article says this can be attributed to a steep drop in prices, which have hit seven-year lows at just above $800 an ounce – down 65 percent from 2008. The result of lower prices? Greater margins.
"When you have better margins, it becomes a virtuous circle,” Metals Focus analyst Philip Newman told the business news outlet. “When margins are better, jewelers are better disposed to take platinum, advertise it, and through advertising, boost sales."
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