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 percent pure platinum weighs 60 percent more than a 14-karat 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 percent pure platinum. By comparison, 18-karat gold is 75 percent pure gold and 14-karat gold is only 58 percent 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 percent 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 percent pure platinum and at least 95 percent 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 percent 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 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.

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 18-karat 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.