The document discusses the rising popularity of platinum engagement rings, especially among celebrities. It notes that traditionally high-end jewelers are now offering more affordable platinum designs to appeal to average consumers. The document cites Whiteflash.com as an example of a company specializing in bridal jewelry that offers elegant, custom-designed platinum engagement rings from legendary jeweler Vatche at accessible price points starting at under $2,000.

1. National Jeweler notes Whiteflash’s reasonably priced Platinum
Engagement Ring Settings
Katie Holmes has one. So does trendsetter Beyonce, country princess Carrie Underwood, and
rocker Gwen Stefani. We’re not talking about the latest “It Bag”; we’re talking about platinum
engagement rings.
Although platinum has been around for thousands of years, it has recently become the most
desirable metal for bridal and fashion jewelry, renowned for its rarity, its durability, its luster
and its hypoallergenic qualities. In fact, a recent report in National Jeweler documented an
even newer trend –the entry onto the bridal jewelry market of “entry-level” platinum, priced at
ranges affordable to the average consumer. Look out, Mrs. Tom Cruise and Mrs. Jay-Z. Platinum
isn’t just for superstars anymore.
The price of platinum has undergone some drastic ups and downs recently, as reported on
Kitco.com. The whole precious metals market has been through some radical changes, and
platinum prices were certainly affected.
Nevertheless, jewelers are well aware of how price-conscious the 2011 consumer is, and they
have introduced more affordable platinum designs to bring high-end fashion and high-level
quality to even their non-celebrity clients. “Designers from A. Jaffe and Bulgari to Tacori and
Whiteflash.com.” reports National Jeweler, “have started offering more affordable platinum
designs.”
But affordable doesn’t have to mean bargain basement, Whiteflash.com, for example, an e-
tailer jewelry boutique specializing in bridal jewelry, offers in-house designs, custom design
work, and platinum engagement rings designed by legendary jeweler Vatche. These designs
bespeak elegance and opulence, even as the company strives to present prices that are
accessible even to the average American. Entry-level platinum is a big part of this effort,
especially in the quickly-rebounding bridal jewelry market.
The ever-popular Amphora engagement ring features a full 2/3 of a carat of melée diamonds
set in platinum—all for under $2,000
“Entry level” means high quality designs with a limited amount of diamond embellishment and
hand engraved filigree, bringing prices down to the point where every bride can proudly hold
out her hand and show off her platinum. Even traditionally high end jewelers like A. Jaffe and
Bulgari are finding ways to make their notoriously pricey baubles a little more accessible to the
average folk.

2. The Cameron engagement ring offers high-luster, durable platinum in a bezel setting for under
$1,600
“Platinum is still the aspirational bridal metal of choice,” says Phyllis Bergman, CEO of Mercury
Ring Corp. in National Jeweler, “I think entry level is most important today because platinum
jewelry at entry-level prices provides an extraordinary value proposition for today’s consumer.”
Platinum eternity bands, in particular, have never been hotter. Celebrities like Megan Fox,
Carrie Underwood and Emily Blunt all wear this opulent and romantic style, so it isn’t surprising
that fashionable brides are scouring the Internet to try to find their own platinum eternity band
at a price point that doesn’t require a movie star’s budget. At Whiteflash.com, a three-quarter
platinum eternity band featuring A Cut Above® diamonds and sapphires retails for $800; A
Tacori brand platinum and diamond eternity band can be found for around $2,000.
As luck would have it, the recent trend of gemstone engagement rings happens to be a little
easier on the pocket than traditional diamonds, leaving a little more leeway in many couples’
budgets—and a great opportunity to enhance a simple ring with a platinum setting. The famous
ring that launched this trend is the platinum and 18-carat sapphire and diamond ring Prince
William used to propose to Kate Middleton. The ring’s previous owner? Prince William’s
mother, Princess Diana. Similar platinum ring settings from A. Jaffe can be had from $2,500,
without center stones, although a recent surge in popularity has made sapphires harder to come
by.

3. Three stone rings are generally more pricey than solitaires; this three-stone beauty from
Whiteflash can be had for $2,795. Diamonds not included
The entry level bridal consumer looking for value and enduring quality has never had more
choices at his or her fingertips than today, as the bridal market races to provide innovative and
top-notch products at every price point.
http://www.whiteflash.com/about-diamonds/news/national-jeweler-notes-whiteflashs-
reasonably-priced-platinum-engagement-ring--settings-859.htm