Why Platinum?

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 enhances 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 18-karat gold, creating a sophisticated, versatile and fashionable look.
  
  
• 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 non-military 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 is usually little metal loss when the piece is scratched. If your platinum jewelry does develop visible scratches, you should have the piece repolished 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.