The wedding band sector has gone through a lot of turmoil the last couple of years. Spiking platinum and gold prices are creating tough choices for consumers. Do I get my #1 choice wedding band or the honeymoon to Hawaii? It was one thing when a basic platinum band could be garnered for less than a grand but with a basic band starting at 2K these days, a whole new set of options have to be considered.
Most men are opting for white gold (200% increase since 2004) and others are buying a Doctor Jekyll and Mr. Hyde concoction of palladium, platinum, cobalt and copper to try to save a few bucks. In the past, there were clear cut favorite bands that allowed me to rank them 1-10, but now there are no clear cut winners. The #1 selling band one month becomes the lowest selling band the month after.
Some people are buying two-tone bands (which I’m showing) and the old classic 6mm yellow gold, half-round, high polish band. Men are choosing a white gold band 61% of the time versus 29% for platinum.
Here’s what everyone is buying in no particular order. Please note that these styles have become so popular that they are now available through all major manufacturers even though Benchmark and Novell (hands down) make a better product. Benchmark and Novell are still the only manufacturers in the U.S. with a lifetime sizing guarantee.
(All photographs were taken by acclaimed photographer and artist Ricky Fernandez)
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