The biggest retailer in the US, Wal-Mart, has recently begun sales of platinum jewellery on its website.

Five rings, the most expensive of which is selling for just under £3,000, and three sets of earrings can be snapped up at its online store.

Wal-Mart is hoping to attract more high-end customers over the internet and its platinum jewellery range is spearheading that drive to boost profits.

The move appears to be another example of how platinum jewellery is moving increasingly towards the mainstream market, despite prices for the precious metal remaining very high.

Interest in platinum is continuing to grow among consumers and it is no longer an item only available to the world's most wealthy.

Now Wal-Mart believes it can use the metal to bolster its own sales and to bring in new customers of its own.

"We want to change the perception that customers have about Wal-Mart," Raul Vazquez, vice president of marketing at the company commented.

He added: "At times you have to do something dramatic to get customers' attention."


Ÿ Adfero Ltd