White precious metals such as platinum are still the top choice for bridal, according to industry insiders.

A recent article in Modern Jeweler commented that white metals also remain highly fashionable in terms of diamond jewelry, despite competition from yellow and rose gold.

Speaking to the news provider, Phillip Bosen, of Finks Jewelers in Forest, Virginia, said: "In terms of value, platinum is still number one for us."

He added that people now wear a combination of jewelry made from different metals, noting: "It's not an all-or-nothing thing, so you're going to see white metals remain popular for a long time."

This follows news from e-Commerce website Maliere has revealed that a high number of people are opting to buy eternity rings online.

Ian Maher, the chief executive officer of Maliere revealed that sales of its platinum and gold diamond-encrusted bands were higher than originally anticipated.