Despite an overall downturn in trade, new figures have shown that high-end luxury items such as white metals are becoming more popular.

It seems that jewellery consumers are becoming more discerning in their tastes, with platinum one of the metals now desired more than ever in the UK.

According to a poll of 30 jewellers spanning the lower and higher end of the market and carried out by UK industry showcase International Jewellery London, consumers are increasingly turning to the higher end of the market.

Platinum is leading the way, and continues to dominate the high-end jewellery sales market, mainly through engagement and wedding rings.

"Bigger and better is the message UK retailer jewellers are picking up from their customers," commented International Jewellery London in a statement accompanying its findings.

However, the figures also revealed that platinum items tested for quality fell during the first quarter of 2005, although the weight of platinum items rose during the same period.

Anna Wales, show director at International Jewellery London, commented: "It is encouraging to note that despite a downturn in trading as a whole across UK retail jewellery stores...there is strong evidence that consumers are willing to pay more."


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