Celebrity endorsed jewellery is continuing to appear in the platinum jewellery market, as the precious metal becomes an increasingly popular choice for wedding pieces.

The latest offering comes from Dr Phil McGraw, the presenter of US reality weight loss show Dr Phil - and a former guest star on the US institution, the Winfrey Oprah show.

Modern Love is a collection launched in line with the show, containing bridal sets, engagement rings, wedding and anniversary bands, and semi mounts.

The collection is available in platinum and retails from $800 to over $10,000.

A host of platinum jewellers and companies are now targeting brides-to-be in America, including Platinum Guild International (PGI) USA.

The organisation launched a special campaign in April to raise the profile of platinum by offering people the chance to win platinum bridal jewellery and providing special offers on the jewellery by particular brands.

In addition, a many platinum jewellery campaigns are now being run in bridal magazines to draw consumer's attention to the platinum designs on offer.