Precious white metals such as platinum are becoming increasingly popular as consumers look for something "different", it has emerged.

Joshua Halpern, co-owner of Albert's Jewellers in Schererville, added that the white metals are now the leading options for bands- replacing the once popular yellow gold of the 1990s.

In an interview with the Chicago Tribune, Mr Halpern also stated that peoples' taste in centre diamonds are altering.

While the popularity of the traditional king and princess cuts remains in place, Asscher, marquis and radiant cut gems are being used as centrepieces in baubles with increasing frequency.

Meanwhile, Damon Goss, chief operating officer of Hyde Park Jewellers in Denver, confirmed the popularity of white metals, telling Forbes magazine that they are "still most popular when it comes to diamond settings".

The article also stated that men looking for the ideal Valentine's gift could opt for a piece of jewellery featuring colour stones.

It cited Harry Winston's rose-gold ad platinum ring with pink diamonds as a luxurious example.