Exceptional, everlasting and versatile – these are just three of the qualities of platinum, one of the rarest of earth's metals. With a brilliant white luster, platinum is elegant and timeless. Its stark, natural, white sheen provides a rich setting for diamonds and other jewels. However, platinum is elegant and luxurious by itself, imbued with an expression of integrity and purity. It is no wonder that platinum has risen in popularity as the metal of choice in luxury jewelry. Platinum does not tarnish or fade easily because it is usually 95% pure and is resistant to corrosion.

Platinum is rare. It is in fact thirty times rarer than gold. It can be found in very few places on earth. That is why platinum is more expensive and more luxurious than gold. The rarity of platinum makes it a coveted and precious metal. Platinum jewelry is an exceptional choice if you want to enjoy your individuality. The name platinum is derived from the Spanish word "platina" which means "little silver" and indeed it has a silvery luster. Yet, platinum is more valuable and more precious.

Platinum is perfect for jewelry. It is more durable than other jewelry metals and thus extremely longwearing. It is heavy and dense making it more resilient than other metals. Thus, platinum jewelries are meant to last more than a lifetime, making them superb heirloom pieces. It does not wear away easily. Although it may still scratch like other metals, its value is not diminished. Platinum is eternal. That is why it is a perfect metal for wedding rings. A symbol of endless, eternal love – unbroken and unceasing. Giving someone a platinum wedding ring can be seen as the highest gesture of eternal love. The heavy weight and substantial feel of a platinum ring is appreciated by men, while its elegant luster and preciousness is loved by women.

Platinum is also very pliable and malleable. This characteristic has endeared platinum to jewelers. They can fashion amazingly intricate platinum jewelry that could not be crafted out of other metals. It is also very durable and can hold diamonds and gemstones firmly. Combined with other precious metals such as white gold, the resulting piece of jewelry is stunningly beautiful. The amazing attributes of platinum does not manifest itself only in jewelry. Platinum is also used for industrial purposes such as in catalytic converters. It is also used in medicine through pacemakers that save the lives of people with heart diseases. Platinum is indeed an exceptional metal with a wide range of uses despite its rarity.

If you are considering buying platinum jewelry as a gift to yourself or to someone special to you, you should consult a respected jeweler to avoid being ripped off. Platinum jewelry is very expensive and would likely cost twice as much as its equivalent in gold. Yet, although it is very costly, it is considered as well worth the price because of its beauty, luxury and value. Special markings are used on platinum jewelry than with gold jewelry. For instance, 900 Platinum means that the piece is 90% platinum and 10% other metals. Platinum jewelry will last for many generations, which further increases its value and makes it a worthwhile investment. Indeed, platinum is an exceptional metal – rare and precious, beautiful and elegant, timeless and eternal.