Rare
Platinum is rare, the coveted treasure of discerning individuals. There is very little platinum on this earth and it is found in very few places around the world. This exquisite metal is 35 times rarer than gold. In fact, it is estimated that if all the platinum in the world were poured into one Olympic swimming pool it would be scarcely deep enough to cover your ankles. Gold would fill more than three pools.

Platinum's rarity makes it exclusive and distinctive - a celebration of your individuality. Platinum is 35 times more rare than gold.

• Platinum is found in only 2 major sources in the world – it takes 10 tons of ore to produce one ounce of platinum.

Eternal
Platinum jewelry is the perfect choice for a lifetime of everyday wear. Its density and weight make it more durable than other jewelry metals. Platinum does not wear away and holds precious stones firmly and securely. Like all precious metals, platinum scratches. However, the scratch on a platinum piece is merely a displacement of the metal and none of its volume is lost. So, even though wearing it each and every day may leave an impression on the surface, it remains what it was - a symbol for all things eternal.

• Platinum does not contain any additives or turn in color. It always remains naturally white – maximizing the brilliance of your stone. Gold is naturally yellow, and must be mixed with other metals to become white. Sometimes white gold is plated to appear brighter and this can wear away, leaving the metal yellowish
• All fine jewelry loses its luster over time, platinum is no exception. However, the ring overall will be the same on your fiftieth wedding anniversary as it was on your wedding day
• Platinum securely holds diamonds as the prongs are less likely to wear down or break
• Platinum is one of the densest metals – feels great on

Source: Platinum Guild International USA, Technical Web Site