Fashion magazines contain numerous advertisements for jewelry, but most ads no longer feature silver or gold. Platinum, the latest metal used to make jewelry, is on the rise and is working its way into the Ames community.

In the past four to five years, platinum jewelry has caused a new trend to develop in the fashion world, said Dave Anderson, a goldsmith at Ames Silversmithing, 220 Main St. This trend has become increasingly popular and has gained notoriety, he said.

Platinum is “a white metal that is stronger, more durable, and heavier than other metals,” said Michael Gilger, jewelry designer and owner of Gilger Designs in Ames.

Gilger designs jewelry for major manufacturers all over the United States.

“Mixing platinum jewelry and 18 karat gold has become very popular,” he said. “This mixing has been called the marriage of two metals.”

When platinum, a white metal, is mixed with 18 karat gold, a yellow metal, it “gives a contrast, and looks like white gold — it’s a great metal,” Anderson said.

“One reason platinum has been selling more is because of marketing,” he said. This metal has been marketed everywhere, with all of its benefits made known, he said.

Platinum’s high durability is another reason it has become more widely used.

“It is much stronger than gold, which is a big selling point,” said Eric Hanson, manager of Swank’s Jewelry, 319 Main St. He also said it shines a little longer than silver or gold jewelry, but it is harder to polish.

Although there are many advantages of platinum jewelry, there is one predominant drawback — it is extremely expensive.

“It is the most expensive metal to buy,” Hanson said.

While Hanson said the market for platinum jewelry is mostly middle-aged people, he said he has seen older college students buying it also.

Gary Youngberg, owner of Ames Silversmithing, said overall, platinum jewelry does not sell as much as silver and gold pieces.

“It’s probably a function of cost, primarily,” Youngberg said.

He said people should expect to pay $2,000-$5,000 for a piece such as a ring setting using the high-quality metal.

“It’s just a great metal,” Anderson said. “It wears like iron.”