It's all in the object colour settings in the lighting window - I usually set the diff colour to uniform grey when I have a fractal structure I like (click the little grey image at the bottom-right of the lighting window), tick colour cycling, and then make one of the tabs in the diff object colour panel a much brighter colour, then move that about (make sure the Glue Sliders option is unticked) to find the parts of the fractal you want to be reflective, and then set the reflection settings accordingly and alter the colours to your liking...
It's the Spec colours which seem to determine how reflective something appears, so have a play with those.
have a look at the settings for this image - you'll see what I mean