The world's most precious metal

For its beauty and value, platinum has always been the ultimate expression of celebrations of all kinds: from weddings and anniversaries to birthdays, holidays and other special occasions.

One of the rarest precious metals on earth, platinum is found in only a few locations in the world.

Platinum has a rich and noble history. It was first used by the ancient Egyptians about three thousand years ago. Eight hundred years later, the South American Incas worked with platinum. The first platinum jewellery in Europe appeared around the year 1780, at the court of Louis XVI of France.

It may surprise you that, although platinum has been around for centuries, it has only been used to fashion jewellery for less than two centuries. It is both an ancient and a young metal.

Why platinum?

Platinum is among the finest, purest and rarest precious metals on earth, and has an understated elegance that appeals to both men and women.

Platinum is strong. Platinum, one of the strongest and most enduring metals in the world, is also one of the heaviest: it weighs 60% more than karat gold. It is ideal for jewellery worn every day because it exhibits little material loss, even after prolonged wear.

Platinum is pure.

Platinum is rare. To produce a single ounce of 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. Rarity lends platinum its cachet.

Platinum is lustrous. Platinum's rich, white luster perfectly complements diamonds and other precious gems. Its neutral colour enhances a stone's brilliance and depth.

Platinum is fashionable. Platinum jewellery appeals to many people today because of its subtle beauty and elegant understatement. Many platinum jewellery designs are accented with 18 karat gold, creating a sophisticated, versatile and fashionable look.

Platinum jewellery

Many jewellery designers and manufacturers feel that platinum is best suited for both diamond and coloured stone jewellery because of its strength and durability. Platinum prongs show little wear, and thus offer precious stones greater protection.

Platinum is also one of the most enduring jewellery metals. That's why the world's most famous diamonds, like the Hope, Jonker Diamond Number One, and the Koh-i-Noor, are all secured by platinum settings. Faberg, the famed nineteenth century Russian jeweller, prized platinum, as did Louis Cartier of Paris and many of the great jewellers throughout history.

Choosing a stone is only part of the jewellery-buying process. Its setting is just as important, and platinum jewellery offers unusual strength and durability. Fine platinum jewellery endures. Classic design outlives the whims of fashion and retains its character forever.

Platinum & weddings... the perfect marriage

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 bridal jewellery.

A diamond and its setting should be forever. Because platinum is superior to other metals in strength and durability, it offers a diamond greater protection. The breathtaking radiance of a diamond fused with the timeless elegance of platinum creates a rare and enduring symbol of lifelong love.

Buying platinum jewellery

Whether you are choosing a ring, pin, bracelet, necklace or bridal jewellery, new and sophisticated designs have created a wide range of platinum jewellery. Many current platinum designs feature 18-karat gold accents. This combination of metals enhances the unique qualities of each.

Owning a piece of platinum jewellery is a distinct pleasure. You can feel and see the difference; platinum is heavier and denser than other metals and it has an elegant, rich white luster. Buying platinum jewellery is a wise investment. Platinum is one of the rarest, purest and most enduring metals available.

An experienced jeweller can assist you in selecting platinum jewellery that will bring pleasure to you and the recipient for years to come.

Your questions about platinum jewellery

• Why is platinum's purity important to me? Platinum is hypoallergenic, resists tarnish, is one of the strongest precious metals in the world and is extremely durable.
• Is platinum the same as white gold? No, it is quite different. To create white gold, yellow gold is alloyed with nickel and zinc (and small amounts of copper and silver), thereby achieving a white metal look. Platinum has purity, strength, rarity, durability, and a natural rich, white colour.
• How should I care for and clean my platinum jewellery? Platinum jewellery should be cleaned the same way you clean other fine jewellery. Use a good pre-packaged jewellery cleaner available from your local jeweller or have it professionally cleaned by your jeweller. As with all precious jewellery, store 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 with platinum. Due to platinum's amazing durability and strength, however, there is little or no material loss when it is scratched.
• Is platinum fashionable? How will it coordinate with my gold jewellery? Yes, platinum is fashionable! It is very fashionable to wear platinum jewellery with your other fine gold jewellery. Platinum jewellery often contains karat gold design accents, just as karat gold jewellery is sometimes accented with platinum. Platinum's white colour beautifully contrasts with yellow gold and adds versatility to your existing jewellery wardrobe.
• Is platinum a good value? Yes! Platinum is an excellent value because of its inherent qualities: its purity, its strength, its durability and its rarity. When you purchase platinum jewellery, you are buying jewellery that is almost 100% pure.

No other precious metal is as pure or bears all the qualities of platinum. Worn over a lifetime and passed on to future generations, platinum is the jewellery metal of choice.