The reign of King Edward VII. This era is filled with elegant, bright and detailed jewelry. At this time platinum has taken the spotlight. Ornate designs included filigree, open work, and milgrain to give a weightless feel. Milgrain is a delicate border of ridges or balls surrounding the gems. Motifs most popular in this time are bows, flora, soft geometric shapes with lace like details. Diamonds, pearls, and some sapphires are prevalent in these intricate designs. This is the most recognizable design style, with the soft edges, diamond details and big looks. Structurally this era has well-crafted pieces that were able to hold up over the years. The target market for jewelry in this era was the upper class, the high society would adorn themselves with this “white” jewelry (white metals encrusted with diamonds). Glitz and glam is the simplest way to describe what was made in this lost time. The bigger, more intricate and diamond covered the better. The cuts of the gems that are most common in these pieces are, rose cut, old mine cut, old European cut, and single cuts. Still predominantly done by hand the goal was to have as much sparkle and shine as possible.