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If It’s White,
Make It Platinum

When your customers are seeking a true white metal, there are many reasons why platinum is the perfect choice.

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The Perfect Choice for Custom Pieces

The choice of platinum is a tribute to elegance, strength, authenticity, and enduring quality. These attributes influence the creation of each piece of platinum jewelry and are the reasons platinum continues to emerge as the ideal selection for crafting bespoke custom pieces, symbolizing the perfect fusion of beauty and longevity that every discerning customer desires.

The Verdict Is In. Your Customers PREFER Platinum

In the world of fine jewelry, one metal consistently emerges as the top choice when consumers seek unparalleled elegance and enduring beauty: platinum. Extensive research and multiple rounds of customer studies have unequivocally confirmed that when given the choice, consumers opt for platinum as their preferred white metal.

Everlasting Beauty.
And So Much More.

Formed when meteors crashed into Earth two billion years ago, this most precious of metals is truly otherworldly. Since the time of its unique beginnings, platinum has been revered for its strength and rarity, properties that are as relevant to today’s consumers as they were to platinum lovers of centuries past.

Everlasting Beauty.
And So Much More.

Formed when meteors crashed into Earth two billion years ago, this most precious of metals is truly otherworldly. Since the time of its unique beginnings, platinum has been revered for its strength and rarity, properties that are as relevant to today’s consumers as they were to platinum lovers of centuries past.

Naturally White

A truly white metal, unlike "white gold". White gold is yellow gold mixed with other metals and rhodium plated to appear more white but reveals a yellow tinge over time. In contrast, well-loved platinum will eventually develop a satin finish called "patina", a change in texture celebrated by designers as it underscores the metal’s authenticity.

30X More Rare Than Gold

Platinum's rarity, far surpassing that of gold, adds an element of prestige to any piece of jewelry. It's a symbol of exclusivity and unparalleled quality that discerning customers seek.

Kind to Skin

Sensitivity to metals is a concern for many individuals. Platinum's hypoallergenic nature ensures that it won't cause any skin irritations or allergic reactions, providing comfort and peace of mind for wearers.

The Platinum Standard

diamonds appear brighter and whiter

When diamonds and gemstones are set in platinum, their fire and brilliance are much more evident against platinum’s ‘true white’. This is what makes platinum the ideal metal for engagement rings, diamond bands, and other fine jewelry.

platinum crowns are more safe And secure

Platinum remains the recommended metal of choice by leading jewelers for engagement ring settings. However, if there is a preferred look of a yellow or rose gold ring, a platinum crown can - and should - be selected due to its durability and proven ability to hold the diamond more securely.

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