Shoppers looking for the perfect way to show devotion to their loved ones this season are seemingly undeterred by price rises in platinum jewelry.

Despite platinum prices rising by 25 per cent since this time last year, gift buyers consider the stunning jewelry made from the precious metal worth the extra cost, reports NewsOK.com.

Mitchell Clark, executive vice president at BC Clark Jewelers in Oklahoma City, told the website: "People are still buying jewelry. They might have to pay a little more than they once would have, but they still like jewelry and still want to own some."

Meanwhile, Kristen Kelley, owner of Kelley Jewelers in Weatherford, explained that customers on the hunt for a beautiful platinum engagement or wedding ring are not affected in their choice by metal prices.

"Your engagement is your past, your present and your future. Love still matters. As far as rings, people take it in stride and still do what they want," she said.

There is also a distinct generational difference in precious metal choices with women under the age of 30 tending to choose platinum or white gold, while the older generation prefer yellow gold, she added.