Brides in the US are being targeted by platinum jewellers as the precious metal continues to grow in popularity for use in bridal jewellery.

Platinum Guild International USA has initiated a new promotional campaign entitled The Platinum Privileges Program, which aims to raise the profile of the metal in the sector.

The scheme will involve a "platinum value umbrella" and will be run in conjunction with a number of wedding-based publications, including Modern Bride, Bride’s, and Elegant Bride Magazine, according to reports on JCK.

Offering a series of discounts and reductions, the initiative also offers the chance to win a stunning example of platinum bridal jewellery from Ritani.

The platinum and diamond pendant is valued at $3,620.

In addition the PGI is trying to provide incentives to US consumers by offering a $200 discount off of any platinum and diamond jewellery purchase at Bailey Banks & Biddle.

PGI will also be running promotional campaigns in the bridal magazines to try to target brides and grooms across the US.