After a decade of publicity as the sassy new kid on the block, platinum is growing strongly into its own category. Firmly established in the bridal sector (at least a quarter of all couples choose platinum for their bands, according to Platinum Guild International), platinum is using its consumer recognition to pave the way for growth in other sectors. The fashion world may be consumed by yellow metal at the moment, but the fact remains that women are buying platinum bridal jewelry and also looking for fashionable everyday jewelry that will match their rings. In response to demand, designers and manufacturers are beefing up their supply of non-bridal platinum jewelry.