PURE
Platinum jewellery is generally 95% pure, unlike 18 karat gold, which is 75% pure. No metal is completely pure and all have alloys - blends of other metals. Platinum has few alloys, making it so pure it doesn't fade or change colour and it retains its shine for years. The pure white lustre of the metal reflects the true brilliance of diamonds; provides the best setting for precious jewels. Platinum's purity also makes it kind to the skin because, unlike some alloys in other metals, it does not cause allergic reactions.

RARE

Platinum is 30 times rarer than gold and is found in very few places in the world, mainly South Africa and Russia, and to a lesser extent in Zimbabwe, Canada and South America. Every year only 88 tons of platinum are made into jewellery, compared with 2,700 tons of gold. It takes eight weeks to produce one single ounce (31.1 grams) of platinum. There are also fewer platinum mines. For every 10 gold mines there is just one platinum mine.

ETERNAL
Platinum's density and weight make it more durable than other jewellery metals. A six-inch (15 cm) cube of platinum weighs 165 lbs (75 kg), the same as an average man. Platinum is also resistant to heat and acids and has a high melting point - 3,223ºF (1,768ºC). Platinum doesn't wear away and holds precious stones firmly and securely. Some of the world's most famous gems are set in platinum, such as the Koh-I-Nor diamond, part of the British crown jewels. All precious metals can scratch, and platinum is no exception. However, the scratch on a platinum piece is merely a displacement of the metal and little of its volume is lost, whereas scratching gold wears it away and decreases its volume. If visible scratches do appear on a platinum piece, a qualified jeweller can re-polish it.

Versatile
In addition to its strength and density, platinum has another remarkable quality - pliability. Platinum is so pliable, that just one gram of the metal can be drawn to produce a fine wire over one mile (almost 2 km) long. This quality has enabled jewellers to create some amasing versatile platinum mesh accessories, which could not be fashioned from other precious metals. Platinum is also in demand in other fields - it is used in industry, most notably in catalytic converters. Platinum also plays an important role in medicine.  It is not affected by the oxidization reaction of blood, has excellent conductivity, and is compatible with living tissue.  Because of these properties, platinum is used for pacemakers.  At present, more than 50,000 people are living healthily on pacemakers.  Platinum is a life-saving metal for these people.