Despite the rising cost of platinum, the demand for jewelry made from the precious metal is consistently high.

The stunning metal current trades at around $1,400 per ounce, the price pushed up by demand not meeting the soaring numbers of consumers wishing to be seen wearing the beautiful substance, reports JCKonline.

Information has been collected by Johnson Matthey in its Platinum 2007 Interim Review, which was released earlier this week by the company.

"Consumer interest in platinum jewelry is still strong the effects of high price is uncertain," said Ellen Zadoff, market research manager for the North American precious metals division of the company.

She added: "China still has a healthy appetite for jewelry, which reflects a healthy economy."

Indeed, demand in China is anticipated to go up by 15,000 ounces reaching 780,000 ounces owing to a growing love for the unique and timeless metal in the country.

Demand is set to grow in Europe similarly, with orders particularly strong in the bridal market.