Platinum jewellers have been told that they should aim to attract consumers to platinum wedding bands.

During an event in Las Vegas, the Platinum Guild International (PGI) suggested that jewellers should take on the so-called "three ring challenge", encouraging couples to choose platinum for their wedding bands as well as the engagement ring.

Conference attendees were told that it was possible to replicate the success platinum dealers have had in attracting consumers and retailers to platinum engagement rings in the wedding band market, according to National Jeweler.

Hosting the event, actress Cari Golden said that encouraging couples to purchase platinum wedding bands could reinforce a life-long platinum preference, reports the industry publication.

She concluded that male wedding rings offered a particularly strong opportunity, as retailers currently focus more in providing women with a platinum engagement and wedding ring set.

Last year, a website set up to explain wedding jewellery to a male audience outlined the growing trend for platinum wedding rings.

E-MensWeddingRings.com said that platinum is now the "metal equivalent of diamonds" because of its properties which ensure it lasts and is resistant to scratching.

Ÿ Adfero Ltd