Platinum is Pure, Rare, and Eternal – Discover the qualities that make this most precious of metals so special.
Most UK platinum jewellery is 95% pure. It has a naturally white lustre that helps to reflect the true radiance of diamonds. Platinum does not fade or tarnish but keeps its pure white colour for a lifetime.
The more rare something is, the more valuable it becomes. Platinum is 30 times more rare than gold. If all the platinum ever mined were poured into an Olympic swimming pool, it would be scarcely deep enough to cover your ankles. By comparison, gold would fill more than three pools.
The density of platinum makes it more durable than other jewellery metals. It does not change shape or wear away so precious stones are held firmly and securely. That is why virtually every famous gemstone, from the Star of Africa to the Hope Diamond, is set in platinum.
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