Platinum is the "ultimate precious metal" according to award-winning designer

Platinum is the "ultimate precious metal" to work with, according to an award-winning jewellery designer and retailer.

Design graduate Steve Parsons worked with trained jeweller Kevin Rogers to start Simon Pure in the 1980s. Nearly 30 years on, the company won the Platinum Bridal Collection of the Year 2009 at the UK Jewellery Awards.

Parsons told Retailer Jeweller that the "industry Oscar", as he called it, created a massive increase in engagement, wedding and eternity ring sales. He added that he enjoys using platinum because of its long-lasting qualities.

"I love the weight and the feel and quality of the piece at the end, but it's also such a lovely metal to work in," he said.

"You can do refined work with it because it's very strong and also solder it because it withstands heat. And it suits our designs."

At the time of the award, presented to him at Grovesnor House in Park Lane, London, last year, Parsons said that he was surprised but "over the moon" that the company's work had been recognised for the prestigious category.