Reasons to Choose Platinum

Exceptionally Rare

Platinum was created when two universal bodies collided in a supernova explosion, over 2 billion years ago. A meteorite, the result of this supernova, rich in precious metals, crashed into the Earth’s surface, leaving very few platinum deposits.

As a metal of exclusivity, platinum is 30 times rarer than gold. In fact, if all the platinum ever mined were melted and poured into an Olympic-sized pool, the platinum would barely reach your ankles. Gold, however, would fill three pools.

Even today platinum is found in only a few select locations around the world. Simply put, a metal like platinum is exceedingly rare.

This metal embodies a woman’s spirit. An absolute rare find, just like she is.

It's A Noble Metal

Platinum is one of the least reactive, most stable metals. Platinum’s remarkable resistance to corrosion, even at high temperatures, is why it is universally considered a noble metal.

Naturally White

Known for its natural white colour, platinum is a truly white metal. Unlike “white gold” which is actually gold mixed with other metals and then plated with rhodium to appear more white. Over time its white mask will fade to reveal a yellow tinge. But if you look closely at a piece of well-loved platinum jewellery, you will notice a satiny finish on the surface that has developed over time. This change in texture is known as “patina.” Undeniably true to itself, platinum will always maintain its naturally white colour.

Associated With The Best And Finest

From Fabergé to Cartier, the world’s greatest jewellery designers have always preferred working with platinum. Its remarkable pliability allows it to be drawn out to a fine wire, enabling the creation of intricate platinum designs which could not be fashioned from other precious metals. And through the ages, from the hands of the most skilled craftsmen, platinum found its way into the realm of royalty. Monarchs like King Louis XV of France and Queen Elizabeth, and even the King of Rock And Roll, Elvis Presley, have chosen platinum.

Incredible Durability

Platinum is non-corrosive even when scratched. While platinum is merely displaced, gold actually loses small slivers.

Its unequaled durability and resistance to wear makes it the most secure, protective and sought-after metal – known for its ability to withstand daily wear without thinning.

Absolute Density

Platinum is incredibly dense and evidently heavier than other metals. One cubic foot of platinum weighs in at “a little more than 1,330 pounds,” according to precious metals investor I. M. Vronsky, making it 11% heavier than gold. It’s what makes it a favourite among those who appreciate the feel of a weightier piece of jewellery. And just like women, they know the true value of the statements they make.

The Ideal Fit For Precious Stones

Platinum holds gemstones better than any other precious metals. Since it is extremely durable, there’s a minimal chance that prongs made from platinum will dislodge a precious stone. When diamonds 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 setting diamonds and other precious stones. In fact, even the legendary Hope diamond and Kohinoor were set in platinum.


Platinum is 95% pure in jewellery at a ratio of 950 parts per thousand (by comparison 18 karat gold is only 75% pure). Mined from deep within the Earth and transformed into fine jewellery with the addition of just a few ingredients; platinum’s lustre, strength and durability are legendary. It neither fades nor tarnishes and keeps its natural white colour forever.


Being hypoallergenic in nature, platinum is ideal for those with sensitive skin and is also used in many medical and dental applications.