A website set up to explain the finer points of wedding jewellery to men has been explaining the growing trend for platinum wedding rings.

According to E-MensWeddingRings.com, platinum is now the "metal equivalent of diamonds" because of its properties which ensure it lasts a long time, and loses virtually no metal when scratched.

It is this reputation which has helped platinum to build itself up as a major player in the wedding jewellery market, as many people who get married want items that will last them a lifetime.

This durability is helped by the fact that the platinum is always alloyed with another metal to give it strength.

However, another factor mentioned by E-MensWeddingRings, which is rarely explained, is that platinum is an ideal metal for a ring for anyone with sensitive skin. This is because it is usually alloyed with another pgm and platinum itself rarely causes an allergic reaction.

The rarity of the metal is cited by the website as another reason for the growing interest in the market and combined with such durability, the metal is proving increasingly popular with men when purchasing their wedding rings.

Recent figures from America have shown that almost a third (29 per cent) of brides now choose platinum settings for their wedding rings, while men are following suit.

www.e-mensweddingrings.com

Ÿ Adfero Ltd