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What is the Moment Worth?

Passion speaks in symbols. In rings, necklaces, bracelets and earrings. Tokens that carry our emotion: to celebrate a lasting bond and offer a legacy to our children. How do we begin to express the purity, strength and depth of our feelings to another person? With the rarest, most enduring, most classic of all metals.

Platinum is the ultimate gesture. Approximately sixty times more rare than gold, platinum not only stands for the rarity of love, but the remarkable preciousness of having found it.

In your lifetime, you will have a billion moments. Those celebrated with platinum jewelry will leave a legacy.

The Legend of Platinum

Platinum's lustrous history is long. Prized since Egyptian times, nothing stirs the soul like platinum. Coveted by Kings, Queens, Czars and Maharajas, platinum's popularity swept Europe and Russia, reaching a peak in America in the 1900s. When platinum was declared a strategic metal in World War II, the government disallowed its non-military use, including jewelry.

The world's most famous designers have created masterpieces in platinum. And the world's most famous gems are secured by the permanence of platinum.

Today, platinum again enchants a new generation. Classic and timeless, it is one of earth's rarest gifts.

Platinum is the Ultimate

Platinum is often compared to white gold, though the two are quite different. Straight from the earth, platinum is naturally white and will remain so as it ages. White gold is simply yellow gold alloyed to appear white.

This color is often plated with rhodium to achieve a look resembling platinum. While this plating wears away with time and causes the gold's natural color to reappear, platinum will never tarnish or discolor. It is also hypoallergenic, good news for people with allergies to the nickel so often found in gold.

A Vow of Platinum

Elvis did it. Grace Kelly did it. So did Madonna, Courtney Cox, Catherine-Zeta Jones and Ashley Judd. They sealed their vows with platinum.In fact, two out of five brides and grooms choose platinum rings.

To what does platinum owe its endless popularity? A few distinctive qualities: Platinum is dense. It will not wear away like other metals. When other jewelry metals are scratched, they actually lose a slender thread of metal; the precious metal gradually wears away and is lost.

Platinum, on the other hand, is so strong that a scratch merely displaces the metal. Platinum never wears out. Over time, platinum may develop a natural "patina." This patina is just one factor that makes platinum very special; at any age, platinum has a very distinct look that is all its own.

Platinum's color. Tonally neutral, the luminous whiteness is unmatched. It is this quality that enhances the natural brilliance of diamonds and other gemstones.

Platinum's strength. Platinum is one of the strongest natural metals. Platinum prongs actually need less maintenance and hold gemstones more securely. In fact, the world's most precious diamonds - the Star of Africa, the Hope and the Koh-i-noor, nestle securely in the permanence of platinum.

Metal of the Millennium

Beyond its elegance and the wonderful feel of its weight in your hand, there is something timeless about platinum. The luster against the skin. The way it compliments other metals.

In a very classic, very genuine, very elegant way, platinum says the best. The pure truth. Compared to 18k gold, which is 75% pure gold, and 14k gold which is 58.5% pure, platinum's purity is substantially higher.

Here in the U.S., platinum is 90-95% pure platinum. To ensure your jewelry's purity, look for Platinum, Plat, 950Plat, Pt950, 950Pt, 900Plat, 900Pt or Pt900 stamped inside and ask your jeweler. Pure and simply remarkable, the platinum era never ends.

No metal is more precious, more lasting, more lustrous, more understated, more elegant. Platinum is undeniably the ultimate.

Frequently asked Questions

Why is platinum's purity important to me?

Because platinum is so pure, it is hypoallergenic, resists tarnish and is one of the world's strongest jewelry metals.

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.

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.

Does platinum scratch?

Signs of wear, including scratches, will appear in all precious metals, including platinum. However, due to platinum's strength, when scratched, the metal is merely displaced, not lost. Platinum can be polished by a jeweler to remove scratches.

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