Platinum, beauty, popularity, and strength combined.

Platinum is a pure metal which is hypoallergenic and highly durable. Platinum will not wear away over time like gold and keeps its distinctive color. The platinum group metals (PGM), comprise six closely related metals: Platinum, Palladium, Rhodium, Ruthenium, Iridium and Osmium. Rarer and heavier than all precious metals it is considered to be more valuable than gold. Platinum is often used to set the most valuable gems.

Platinum reached its peak of popularity in the early 1900's when it was the preferred metal for all fine jewelry in America. In the 40's, the U.S. government declared platinum a strategic metal and restricted its use in non-military applications, including jewelry. To appease consumers, white gold was substituted in platinum's absence.

The Platinum Group of Metals occur together in nature and are exceedingly rare. Most of these metals are extracted from four countries: the United States,the Republic of South Africa, the U.S.S.R., and Canada. Tons of ore are refined into a single ounce of platinum. Only after this time can our jewelers transform platinum into pieces of wearable art.

Platinum holds gemstones most securely, because its strength and neutral color enhances the brilliance and depth of diamonds and precious stones. In America, platinum jewelry contains either 90% or 95% pure platinum. By comparison, 18K gold is 75% pure and 14 karat is 57% pure gold. Only platinum will never tarnish or lose its rich white luster. You feel the difference between platinum and other precious metals, because of its density and weight,.

In the United States platinum is usually marked: PT or PLAT. In Europe, platinum is identified by the following marks: 950 or PT950.

Platinum jewelry should be cleaned the same way you clean other fine jewelry. Use a good prepackaged jewelry cleaner or have it professionally cleaned by Jeffrey Jewelry. Signs of wear will inevitably appear in even platinum, but it's durability and strength prevents metal loss. Platinum can be polished if it does develop visible scratches to brink back its beautiful original shine!