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Platinum is pure, naturally white, and is kind to the skin.
Platinum is a naturally white metal so it will not cast any of its own color into a diamond. Usually 95% pure (by comparison 18 karat gold is 75% pure), platinum never fades or tarnishes but keeps its natural white color for a lifetime. As platinum is so pure, it is naturally hypoallergenic and ideal for those with sensitive skin.
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Platinum is rare, a treasure coveted by influential individuals for centuries.
Found in very few places around the world, platinum is 30 times more rare than gold. Platinum jewelry is exclusive, a statement of individuality, and desired by those in the know.
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Platinum is eternal, with everlasting radiance and durability.
Platinum’s unequalled durability and resistance to wear makes it the most secure and protective metal, which means your jewelry will be protected for a lifetime of wear.
Platinum does not change shape or wear away so precious stones are held firmly and securely. The density of platinum makes it more durable than other jewelry metals.
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Platinum is versatile, with remarkable qualities that have led to stonishing applications.
From Fabergé to Cartier, the world’s greatest jewelry designers have always preferred working with platinum. It's remarkable pliability allows it to be drawn out to a fine wire, enabling the creation of intricate platinum mesh accessories which could not be fashioned from other precious metals.
Platinum is also in demand in other fields, including the automobile industry, most notably in catalytic converters.
Platinum is a life-saving metal: More than 50,000 people live healthily thanks to the platinum used in their pacemakers. Platinum is not affected by the oxidizing reaction of blood, it is compatible with living tissue and it has excellent conductivity.
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Source: Platinum Guild International - 2009
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