A new breast cancer campaign based on platinum jewelry has been launched in California.

According to Jewelers Circular Keystone (JCK), MacDaddy's is basing its fundraising strategy on a solid platinum fishing lure with a ribbon made from pink sapphires.

Platinum earrings have been produced as part of the same set and the hooks can be removed to allow the pieces to function exclusively as jewelry.

The intriguing platinum creations were first unveiled at the JCK Show in Las Vegas, according to the magazine. A percentage of all sales will go to research into breast cancer and company representatives believe that the choice of platinum will make the campaign a roaring success.

"The nature of platinum, its purity and rarity, makes it the ideal medium for this charity campaign to help in the fight against breast cancer," said Mac McBurney, co-founder of MacDaddy's and chief jewelry designer.

"I chose to design in platinum because of the eternal, enduring character of the metal, and its ability to provide an extremely secure setting for precious gemstones."

Built from platinum and gold, the imaginative lure is decorated with 100 carats of diamonds and rubies.