Jewellers looking to sell more platinum baubles should focus on bridal jewelry, it has emerged.

According to a study by the Platinum Guild International (PGI), entitled Platinum Best Practices, encouraging brides and grooms to get platinum wedding and engagement rings is a good way to boost sales, reports The National Jeweller Network.

The news provider adds that the study found retailers who adhered to the body's best practice advice have a 92 per cent chance of selling some platinum wares and a 99 per cent chance of having customers return to their store.

PGI also advises that jewellers greet customers promptly, offer an appropriate level of help and have staff who are both welcoming and professional.

Celebrities who favour platinum jewellery include Hayden Panettiere and Kate Walsh who both donned the precious white metal for the recent 2008 ESPY Awards.

Heroes star Hayden wore $141,600 worth of Erica Courtney gems while Ms Walsh opted for designs by Neil Lane.