Pure Obsession
The world's principal platinum jewellery markets are China and Japan. Platinum, introduced after the Meiji restoration in 1868, platinum rapidly achieved a special position in the minds of the Japanese people that remains unchanged to this day. Lately, China has discovered the charms of platinum jewellery. Demand for the white metal has surged in the 1990s, as young urban Chinese women seek to acquire the truly modern styling that platinum jewellery represents. Platinum combines high quality, prestige and value with an appeal, by virtue of its white colour, to quiet elegance.

The consumption of platinum metal by the Japanese jewellery industry in 1980 was 14 tonnes; by 2000 Japanese demand had more than doubled to 33 tonnes, and six and a half million pieces of jewellery containing platinum were sold. In China there was no measurable demand until the early 1990s: by 1999 demand was comparable with Japan.

Platinum jewellery in Europe existed in the 1920s and 1930s, but virtually disappeared during World War II. Its post-war resurgence began in Germany, where jewellers diversified out of gold into platinum, introducing novelty to their product range. They gave platinum a distinct identity characterised by stark modern design and the prevalent use of a satin finish. Platinum jewellery became established in the high-end of the German market, acquiring an image of exclusive confidentiality, and today encompasses the mass markets through more classical platinum designs.

Italian jewellers began experimenting with platinum in the 1980s, combining it with gold, creating warmth and softness around the cool strength of platinum, imbuing each piece with characteristic Italian sensuality. Expert at manipulating form and famed for their expertise in the design and production of chains they now export all over the world.

During the 1920s the United States was the largest consumer of platinum for jewellery. Since the early 1990s platinum jewellery in the USA has undergone a renaissance, begun by the individual style and limited edition creations of New York designers, and carried on by the appeal of platinum bridal jewellery - the expression of a relationship which is pure, valued and unique.

And in the UK too, engagement and wedding rings in platinum have become the first choice of many couples - a preference that is now extending to pendants, earrings and chains as people choose platinum to celebrate the key moments in their lives.