Platinum is pure
A piece of platinum jewelry contains more fine metal than most other jewelry. Platinum is either 95% or 90% pure compared to 18K gold, which is only 75% pure. Platinum's high degree of purity also makes it hypoallergenic.
Platinum is strong
The strength and durability of platinum are the best guarantees for securing diamonds and precious stones. Platinum never wears out: an invaluable quality for pieces such as wedding bands and chains which must tolerate long, hard wear.
Platinum is rare
Platinum is found in only a few places around the world, including Africa, Russia and the USA. Only 65 tons of platinum compared to 3,300 tons of gold was used for jewelry in the world each year.
Platinum is bright
Platinum's rich, white luster enhances the brilliance and will maintain its shining luminosity forever, unlike other white metals, which, in time, turn yellow, or tarnish.
Platinum is distinctive
Only the most skilled and talented jewelers can work in platinum. Owning and wearing platinum is a unique and personal pleasure, preferred by people who enjoy jewelry that is sophisticated and elegant.
Platinum is modern
The white luster of platinum is the hottest fashion in jewelry. Platinum jewelry has become the favorite of the younger generations. Designers in the world's capitals are creating exciting new collections in variety of styles and price ranges.
Platinum is elegant
The sophisticated allure of platinum jewelry creates a unique style: discreet, elegant and exclusive. Platinum is for discriminating individuals: those who desire style and substance, not just a status symbol.
Platinum is a symbol of true love
Purity, rarity and strength -- these qualities of platinum are equivalent to the ideals of eternal true love. All over the world, engagement rings, wedding bands and anniversary rings made in platinum symbolize the everlasting endurance of love.
Platinum is precious
Rarity, purity and strength -- these and other unique qualities of platinum make it the most precious of all jewelry metals. Owning or giving a piece of platinum jewelry is a unique experience, which will remain with you throughout your life.
PLATINUM
Because of its beauty and value, platinum jewelry has always been given as a special expression of love for engagements, weddings, anniversaries, birthdays, and holidays.
One of the rarest precious metals, platinum is found in only a few locations around the world. Platinum has a rich and noble history. The ancient Egyptians first used it about three thousand years ago. Eight hundred years later, the Incas worked with platinum. The first platinum jewelry in Europe appeared around the year 1780, at the court of Louis XVI of France. Many of the world's most famous diamonds, including the Hope Diamond, are set in Platinum. Carl Fabergé, the famed 19th-century Russian jewelers, prized working in platinum, as did Louis Cartier of Paris and many other great jewelers throughout history.
Why Platinum?
Platinum is among the finest, purest, and rarest precious metals. It has an understated elegance that appeals to both men and women. One of the strongest and most enduring of metals, it is also one of the heaviest. A piece of jewelry containing 90% pure platinum weighs 60% more than a 14k gold piece of similar size. Platinum is ideal for jewelry that's worn everyday because it shows little wear. It's also hypoallergenic and resists tarnish.
Platinum jewelry is pure. In the United States platinum jewelry generally contains anywhere from 85% to 95% pure platinum. By comparison, 18-karat gold is 75% pure gold and 14-karat gold is only 58% pure gold.
If a piece of platinum jewelry is marked "Platinum" then it contains at least 95 percent pure platinum. Jewelry with 85% to 95% pure platinum is marked "950 Plat." or "950 Pt.," "850 Plat." or "850 Pt.," etc. Both the two-and four-letter abbreviation for platinum is used.
Jewelry containing at least 50% pure platinum and at least 95% platinum group metals (platinum, palladium, iridium, osmium, rhodium, and ruthenium) is marked with the platinum content followed by the content of the other metal. For example: "600 Plat. 350 Irid." or "600 Pt. 350 Ir."
Jewelry containing less than 50% pure platinum content cannot be marked with the word "platinum" or any abbreviation thereof.
Platinum is rare. To produce a single ounce of finished platinum, a total of 10 tons of ore must be mined. In comparison, only three tons of ore are required to produce one ounce of gold. This rarity gives platinum its cachet.
Platinum is lustrous. Platinum's rich, white luster complements diamonds and other precious gems while its neutral color enhance a stone's brilliance and depth.
Platinum is fashionable. Platinum jewelry appeals to many people today because of its subtle beauty and understated elegance. Many platinum jewelry designs are accented with 18k gold, creating a sophisticated, versatile and fashionable look.
Whether you choose a ring, pin, bracelet, earrings, necklace or bridal jewelry, you can find new and sophisticated platinum designs. Some are all platinum for a sophisticated look, but many feature 18k gold accents. As platinum's pure white luster, strength and durability are recognized and admired, bridal couples worldwide are rediscovering platinum as the metal of choice for engagement, wedding and anniversary jewelry.
A diamond and its setting should last forever. Because platinum is superior to other metals in strength and durability, it offers a diamond the greatest protection. The breathtaking radiance of a diamond fused with the timeless elegance of platinum creates a rare and enduring symbol of love.
Common Questions about Platinum Jewelry
Why is platinum's purity important to me?
Platinum, one of the world's strongest metals, is hypoallergenic, tarnish-resistant, and extremely durable.
Is platinum the same as white gold?
No, it is quite different. During World War II, the U.S. government prohibited platinum use in nonmilitary applications, including jewelry. Because of strong consumer preference for platinum's pure white luster, white gold was substituted in platinum's absence. To create white gold, yellow gold is alloyed with other metals to achieve a white look. However, platinum is white to begin with and maintains its white luster permanently. Its purity, strength, rarity, durability and naturally rich, white color make it the best choice.
How should I care and clean my platinum jewelry?
Platinum jewelry should be cleaned the same way you clean other fine jewelry. Use a good prepackaged jewelry cleaner available at your local jeweler or have it professionally cleaned by your local jeweler. As with all precious jewelry, handle with care, not allowing pieces to touch or scratch each other.
Will platinum scratch?
Signs of wear, including scratches, will inevitably appear in all precious metals, even in platinum. However, due to platinum's durability and strength there are usually little metal lass when the piece is scratched. If your platinum jewelry does develop visible scratches, you could have the piece polished by a professional jeweler.
Is platinum fashionable?
Will it coordinate with my gold jewelry? Platinum's white color beautifully contrasts with yellow gold and adds versatility to your existing wardrobe.