Platinum is quickly becoming the metal of choice for the majority of couples, and is taking a big chunk out of traditional yellow gold engagement and wedding rings.

Despite the tradition of yellow gold adorning wedding fingers, platinum is now fast becoming the favoured metal in bridal jewellery.

Many couples prefer to invest in platinum wedding rings because of their longevity, and a recent survey in America found that 29 per cent of brides choose platinum settings for their wedding rings.

According to Joseph Licata, who owns a chain of jewellery stores in Toledo and Sylvania, Ohio, this is a trend that has been growing over the past five years, and the platinum market looks set to continue taking a big bite out of the yellow gold bridal jewellery market.

Platinum's popularity with brides and grooms alike is believed to be largely down to its durability.

As jeweller Jeff Hoffman explains to the Fort Wayne Journal Gazette: "The biggest difference you would notice is the weight. Platinum is so much heavier. It’s more dense."

China recently renewed its interest in platinum, with jewellers in the country predicting better sales for the metal during the holiday season.


Ÿ Adfero Ltd