We're continually drawn to the choices celebrities make, and these choices - whether classic or trendy - have an enormous global impact on consumer demand and the retail jewelry industry's bottom line.

It's a subtle, yet powerful, phenomenon.  Now, more than ever, we are exposed to images of celebrities decked from head to toe in designer fashions and dazzling jewelry, and whether or not we know it, this exposure shapes our opinions about what we might desire for bridal jewelry, or anniversary, birthday and holiday gifts.

And while celebrity romance can often seem fleeting, the love affairs of certain celebrity unions throughout the ages transcend time and continue captivating our imaginations.  The passion, fervor and devotion of these ever-so-human couples, and the lengths they'll go to be together, make them nothing short of platinum.

From the Hollywood Hills to the Castle at Windsor, the world's most famous couples have been saying "I Do" with platinum for over a century.  With Hollywood awards shows becoming more about who wears what rather than the nominations themselves, more and more couples in love are becoming fascinated with and enthralled by the natural beauty of this rare metal.  Platinum has indeed proven to be as timeless as a couple's love. 

Celebrity Affinity For Platinum...Now And Then Weaving the personal details about a celebrity's propensity for platinum, and why those who can have anything they want choose platinum, is an effective selling tool that can boost profits by upgrading a sale to platinum, or steering a bride toward wedding rings just like one she saw an "A-lister" wearing on the cover of People Magazine. HERE'S HOW TO DO IT: Remind couples that platinum is the precious metal of choice of the rich and famous, and has been since the turn of the century. Share celebrity stories (see below) surrounding the platinum-set pieces presented to celebrities during marriage proposals or for other special occasions. Platinum stands for the best, not only in jewelry, but also throughout our culture, from platinum records, platinum credit cards, platinum membership to an exclusive club, etc. These are cultural touch points (something to that extent) Point out platinum engagement ring and wedding band designs similar to those sitting on the fingers of today's celebrities, or those from the past. Educate couples about the superior pure, rare and eternal qualities of platinum that continue this celebrity following. Underscore the significance behind 3 platinum rings, and how the premium couples pay will be spread over a lifetime. Click on the couples to the left and take your 3-ring platinum customers through the ages and share the pure, rare and eternal threads woven throughout these celebrated love stories...from a bygone era through the present.