The Chinese platinum jewellery market is set for a boost as a result of the growing popularity of the precious metal in the bridal sector.

Platinum Guild International (PGI) chief executive James Courage says that while the platinum jewellery sector has stagnated in recent years in the Far East, the growing affluence among China's emerging middle classes will help drive its sales performance.

Mr Courage says that platinum's exclusivity is likely to appeal to young couples seeking to tie the knot, adding that the budding wealth in the country is also empowering women to buy platinum pieces for themselves.

Describing the "association of platinum by young couples getting married with the wedding ring", Mr Courage told Reuters that the "purity and the rarity, and the eternal nature of platinum" perfectly matched the typical aspirations of newlyweds.

"We would certainly be looking at growth in China, providing that the price [of platinum] remains stable," he added.

PGI, which is funded by leading platinum producers and refiners and focuses on the development of the platinum jewellery industry, is now aiming to exploit the nascent Chinese bridal interest in the metal.

It will be launching a campaign in March in a bid to push up Chinese bridal jewellery sales, targeting the big cities such as Beijing and Shanghai for its platinum push.

The precious metal has enjoyed a period of dramatic success since its introduction to the country just a decade ago, although sales have cooled in recent years as the price of platinum has soared.