It was found that men like to purchase platinum jewelry from a sales assistant who communicated the value and characteristics of the precious metal, with its durability proving to be a deciding factor for many.
Learning about platinum's rarity was also found to make men more likely to opt for the precious white metal.
One focus group participant is quoted as saying: "I plan to purchase a platinum engagement ring because I plan on being with her forever, and I want her ring to last as long as we do."
Huw Daniel, president of PGI-USA, stated that it is clear rare treasures are coveted in our society, which is why so many soon-to-be married men are drawn to platinum.
Celebrities with platinum engagement and wedding rings include Katherine Heigl, Beyonce, Jennifer Lopez and Mariah Carey.
