Platinum jewellers are gearing up for one of the busiest periods of the year, as Christmas sees couples across the world decide to get engaged.

Leading US industry figures such as Continental Jewelers' June Gianforte say that this year is already shaping up well, with a new level of sophistication emerging among the discerning consumer.

Ms Gianforte, who owns the Washington-based chain, says that potential grooms are becoming more familiar with the industry and the precious metals involved.

"It's no longer, 'Gee it's a beautiful ring, I'll take it," Ms Gianforte told the Washington Times. "They're far more aware of what they're buying, as they should be."

She says that the stones being used are getting bigger and that this year has seen platinum settings prove popular.

Engagements are said to be responsible for as many as 1.6 million engagement rings each year according to the Jewellers Board of Trade Red Book.