Christmas is the most popular time of year for would-be husbands to pop the question and platinum is the most desired engagement ring metal, according to jckonline.com.

Around a third of all engagements happen during the holiday season, meaning retailers need to promote the precious white metal, especially as a Conde Nast Bridal survey shows that more than 80 per cent of brides desire platinum and 39 per cent are disappointed when they do not receive it.

JP Walrond, vice-president of Bridal Jewellery, said: "Platinum jewellery is clearly an excellent choice for this holiday season.

"Platinum bridal jewellery, especially wedding bands and diamond anniversary bands set in platinum, are very strong."

This was echoed by Bruce Pucciarello, of Novell Design Studio, who said platinum sales at Novell had risen by more than 20 per cent.

According to Platinum Guild International, platinum engagement rings are strong enough to keep expensive stones such as diamonds secure and will not alter the color of gems, unlike some other metals.