Platinum jewellery specialist Blue Nile sold £125,800,000 of jewellery over the internet last year, making it the most successful retailer in the business.

The "cool white sheen" of platinum makes it Blue Nile's "most popular metal of choice for settings" and its platinum rings, in particular, have been remarkably successful in recent years.

According to new figures from Internet Retailer magazine, a third of all online jewellery sales were conducted by Blue Nile last year, which compares to 17 per cent for Bidz and 15 per cent for Tiffany & Co.

Tiffany's burgeoning reputation as an online powerhouse has been central to its success in recent years and buyers are now able to buy hundreds of items via the famous jeweller's website.

One of the most stunning examples at the moment is the platinum Victoria line bracelet, with round brilliant-diamonds and marquise diamonds. This exceptional platinum piece sells for £25,000.

A matching Victoria band ring made from platinum and marquise diamonds sells for £7,500 and this can also be bought from the Tiffany website.

Market leader Blue Nile continues to promote platinum as the best choice for those purchasing a diamond ring.

"When selecting a setting for a diamond, we recommend using a platinum head. Platinum's cool white sheen beautifully accentuates the sparkle and brilliance of a diamond, and its great strength holds the gem firmly," advice on the website reads.