Platinum - A reflection
of you
Fine jewelry is a timeless symbol
of beauty, joy and love.
How to buy platinum
The purest expression of love
The difference is night and day
The strengths of platinum
A lustrous history
Your questions about platinum jewelery
Fine jewelry is a timeless symbol
of beauty, joy and love.
When selecting fine jewelry, the most precious materials, the
richest and brightest gemstones, the most attractive designs, and the most durable
and beautiful metals are the most highly desired. This is especially true when
purchasing jewelry to commemorate a special occasion or one of life's milestones.
No other jewelry metal is more precious, more lasting or more
appealing than platinum. Its rich white luster and understated elegance are
beyond compare. Discover why platinum is the metal of choice for today's discriminating
jewelry buyer.
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How to buy platinum
No other precious metal is as distinctive to own and wear or
possesses all the qualities of platinum. Platinum's lustrous sheen and rare
beauty are coveted worldwide.
Platinum jewelry made in America usually contains either 90%
or 95% pure platinum. When marked "Plat," an item is at least 95%
pure platinum with 5% of another metal. This item may also be marked "platinum,"
"Pt950" or "95OPt." jewelry items that are 90% platinum
can also be marked "Pt9OO" or "90OPt." If you have any questions
whatsoever about the purity of a piece of platinum jewelry, consult your fine
jewelry retailer.
Whether you are choosing a ring, pin, bracelet, necklace or
bridal jewelry, you will find new and sophisticated platinum designs.
An experienced jeweler can assist you in selecting platinum
jewelry that will bring pleasure to you and the recipient for years to come.
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The purest expression of
love
Love. The greatest gift one can give to another. A symbol of
this highest, pure emotion should be fashioned from platinum, the most noble
of all precious metals.
Choosing a gemstone is just part of the jewelry buying process;
its setting is also of utmost importance. Like love, it should be strong, pure
and enduring.
Platinum engagement rings and wedding bands celebrate a lasting
bond. Platinum anniversary bands rekindle the passion. Platinum's subtle beauty
enhances a stone's brilliance and depth.
Strong. Rare. Precious. Enduring symbols of lasting love.
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The difference is night
and day
White hot in the mid-day sun. Luminous beneath the stars. Platinum
goes from day to night with subtle elegance and sophistication.
Platinum jewelry is as versatile as it is beautiful. The choice
is yours: platinum with karat gold accents for breathtaking new versatility
or, for the purist, the subtle look of all platinum.
Whether inspired by classic or contemporary themes, platinum
jewelry is perfect for any occasion under the sun, moon or stars. A quiet luxury
in today's world. A treasure to be worn.
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The strengths of platinum
Beneath its subtle beauty and understated elegance lie the
properties which make platinum truly unique.
Platinum is strong.
It is the heaviest of the precious metals, weighing almost twice as much as
karat gold. Its strength ideally secures diamonds and other precious gems. Even
after many years, platinum will not wear away or wear down.
Platinum is pure.
In America, platinum jewelry contains either 90% or 95% pure platinum. By comparison,
18 karat gold is 75% pure and 14 karat is 58% pure gold. Only platinum will
never tarnish or lose its rich white luster.
Platinum is rare.
Ten tons of ore must be mined to produce a single ounce of platinum. And only
after a painstaking and time-consuming refining process can skilled hands work
their creativity and craftsmanship, transforming platinum into pieces of wearable
art.
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A lustrous history
Although platinum may seem new, it is also legendary. The ancient
Egyptians and South American Incas prized it. France's Louis XVI proclaimed
it the only metal fit for royalty.
Legendary jewelers such as Cartier, Faberge and Tiffany created
their timeless designs in platinum. The world's famous diamonds, including the
Hope, Jonker I and Koh-I-Noor, are secured by the permanence of platinum.
Platinum reached its peak of popularity in the early 1900's
when it was the preferred metal for all fine jewelry in America. When World
War II began, the U.S. government declared platinum a strategic metal and its
use in non-military applications, including jewelry, was disallowed. To appease
consumers who preferred platinum's white luster, white gold was substituted
in platinum's absence.
Today, platinum again charms and enchants a new generation
of consumers. Rare, classic and timeless. One of earth's rarest gifts.
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Your questions about
platinum jewelery
1. Why is platinum's purity important
to me?
Because platinum is so pure, it is hypoallergenic, resists tarnish, is one of
the world's strongest jewelry metals an is extremely durable.
2. Is platinum the same as white
gold?
No, it is quite different. To create white gold, yellow gold is alloyed with
other metals to achieve a white look. However, it does not have the same purity,
strength, rarity, durability or natural white color as platinum.
3. How should I care for and clean
platinum?
Platinum jewelry should be cleaned the same way you clean other fine jewelry.
Use a pre-packaged jewelry cleaner or have it professionally cleaned by your
jeweler. As with all precious jewelry, store with care, not allowing pieces
to touch or scratch each other.
4. Is platinum fashionable?
How will it coordinate with my gold jewelry?
Yes, platinum is fashionable! It is very fashionable to wear platinum with your
gold jewelry. In fact, many platinum designs combine the two metals. Platinum's
white color beautifully contrasts with yellow gold and adds versatility to your
jewelry wardrobe.
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