A new range of platinum wedding jewellery has been launched by a leading online jeweller in a bid to capitalise on what it perceives to be a major growth area.

Whitefacet.com has launched the Solitaire Diamond Engagement Rings line, available in both gold and platinum – with the white precious metal being identified as a potential driver of strong profits.

According to the jeweller, "a tremendous surge in orders" is expected in the bridal jewellery market, with changing wedding etiquette helping to bolster platinum's allure.

It is a move that follows the identification of the same trend among brides in the US by Platinum Guild International USA.

The group initiated a promotional campaign entitled The Platinum Privileges Program earlier this year, which aims to raise the profile of the metal in the sector.

The scheme is designed to add momentum to the use of platinum in the bridal sector, using a number of wedding-based publications, including Modern Bride, Bride’s, and Elegant Bride Magazine, to help fuel sales.