The Platinum Guild International (PGI) has unveiled a major push to promote platinum in the jewellery market.

Using the tagline "Your Love Has Just Gone Platinum", the campaign will concentrate on boosting the precious metal's use in bridal jewellery, reports the New York Times.

The new promotion is intended to convince those preparing to get married that platinum is the most desirable option on the market for bridal jewellery and for wedding rings.

PGI will promote platinum's wedding credentials during January in a variety of internationally-renowned publications, such as In Style Weddings and the bridal issues of Vogue and Glamour magazines.

The campaign has already received a major endorsement from the UK's gay community.

As the first civil partnership ceremonies took place across the country earlier this week, not only did the couple involved in the very first civil partnership wed with platinum, but the metal received celebrity status when rock star Elton John chose platinum rings for his ceremony with partner David Furnish.


Ÿ Adfero Ltd