Platinum is Pure, Rare and Eternal.
Platinum's purity endows it with a brilliant white lustre. Because it is generally 95% pure (18 karat gold is 75% pure), platinum jewellery does not fade or tarnish and keeps its looks for a lifetime. Platinum's purity makes it hypoallergenic and ideal for those with sensitive skin.
There is very little platinum on this earth and it is found in very few places around the world. This exquisite metal is 30 times rarer than gold. In fact, it is estimated that if all the platinum in the world were poured into one Olympic swimming pool it would be scarcely deep enough to cover your ankles. Gold would fill more than three pools. Platinum's rarity makes it exclusive and distinctive.
Platinum’s density and weight make it more durable than other jewellery metals. Platinum does not wear away and holds precious stones firmly and securely. Like all precious metals, platinum scratches. However, the scratch on a platinum piece is merely a displacement of the metal and none of its volume is lost. So, even though wearing it each and every day may leave
an impression on the surface, it remains what it was - a symbol for all things eternal.