![Sales of platinum jewelry in Japan hold their sparkle due to demand from women in their 40s to 60s. Image credit: Platinum Guild International](https://cache.luxurydaily.com/wp-content/uploads/2019/08/Platinum-and-diamond-rings.png)
While jewelers and marketers the world over are focused on millennials and Gen Z, Japan’s more mature female population leads the consumption of platinum over other generational cohorts.
While jewelers and marketers the world over are focused on millennials and Gen Z, Japan’s more mature female population leads the consumption of platinum over other generational cohorts.