The bright silver-white metal is being marketed to men, women, and millennials

Jewelry Innovations, the Sandy, Utah–based fine jewelry distributor and metal alloy developer, has received a patent from the U.S. Patent and Trade Office for a new metal alloy that it is calling Serinium.

Serinium—the “Precious Contemporary Metal”—is ultra-hard and bright silver-white in color. The company boasts that it is hypoallergenic, will never oxidize or tarnish, and can be “safely and easily removed in an emergency with commonly available tools.”

The brand is positioning the metal as the only contemporary jewelry metal that appeals to men, women, and millennials.

Men’s Serinium rings (one example is pictured, above) are currently available in thousands of retail stores, and women’s bridal and fashion jewelry collections will be available in the third quarter of 2016.

“The beauty and technology of Serinium is unique in the jewelry industry,” said Harry Rosenthal, CEO of Jewelry Innovations. “It comes without the high social and environmental costs associated with gold mining. This patent, together with our additional pending patent applications, will strengthen our portfolio of intellectual property as we continue to offer our customers the finest, safest, and most innovative products.”

(Photo courtesy of Jewelry Innovations)

JCK