Platinum Guild International’s new advertising campaign is achieving desired results, according to the organization, and reinforcing platinum as a bride’s must-have metal.

The campaign focuses on a tagline—”pure, rare, eternal”—and uses soft, pale blue to link platinum’s qualities with that of a loving relationship. This plays into what is already happening in bridal jewelry trends: According to PGI research, 76% of women want platinum engagement rings.

The ads, which feature photography of a romantic couple on the beach, show platinum jewels by companies like Harry Winston, Martin Katz, Erica Courtney, and Neil Lane. According to jewelers, consumer response to the ads, which broke in October 2003, has been significant.