Sure, platinum is precious and gold is gorgeous, but fashion-conscious (and, often, price-conscious) customers have discovered the wonders of other white metals.

Frequently linked to the tremendous growth of steel watches in recent years, the increasing popularity of alternative whites in jewelry is especially prevalent among less-prominent demographics in the jewelry world—younger consumers and men. From titanium’s lightness to steel’s clean strength, the attributes of these metals make them much more than just an alternative to their precious relations. Found today set with everything from semiprecious stones to diamonds, they’re appropriate for the fine jeweler—and present the perfect opportunity to add new customers to your rosters.