Platinum is a far more rare element than gold.  approximately ten tons of platinum ore is required to refine and produce one ounce of pure platinum.  It also takes almost five months to complete the refining process of the ore to end up with pure platinum.  Today jewelry, is not made with pure platinum because the metal in its basic form is overly soft.  To decrease the softness the metal is alloyed with other precious metals iridium or ruthenium, making the metal more suitable for jewelry.  After alloying it is either 90 or 95 percent pure.  Gold jewelry in the United States is usually 58.5 percent pure or14kt. with the remaining 41.5 percent alloy in 14kt being metal similar to brass for yellow gold or nickel for white gold.  Platinum is almost twice as dense as gold.  For example a ring made in gold that weighs 10 grams would weigh approximately 18 grams in platinum.  Compared to a gold ring, the same ring in platinum has almost three times more pure metal.  The purity and density along with the cost of platinum, which is about two times the price of gold it is easy to understand why platinum jewelry costs more.

Platinum is the preferred white precious metal for jewelry.  Anyone who is a qualified jeweler understands this without hesitation.  Retailers not familiar with production have their own agenda.  Altering their opinions depending on what they have in inventory and how easily they have access to a jeweler who is qualified to work with the metal.  It is a special metal requiring added knowledge and expertise.  When produced correctly, nothing equals jewelry created from the extraordinary metal of platinum.

First, platinum is a pure white metal with no need for enhancement to show its beauty.  White gold, the platinum imitator, in not really white it is really very pale yellow made up of gold, nickel, and zinc.  So it is somewaht white but not pure white. The reason it looks pure white when it is first purchased is that it is electroplated with a pure white metal called rhodium.  From the moment you begin wearing your new piece the micro thin rhodium is wearing off and will last about one to six months.  After that it will need to be polished anew and replated to bring back that pure white look you love.

Second, platinum is extremely durable.  A fine ring made from gold will start to wear down after five to seven years and will certainly need major repairs after ten to twelve years.  I have seen diamond tennis bracelets after only two years have hinges so completely worn that they are in need of major repair or replacement.  Sometimes, that isn't practical, but it is sad to have a piece of jewelry that was given, usually for a special occassion, break down so quickly and ruin the memory.  With platinum it is almost the complete opposite, platinum jewelry will always last twenty to thirty years, and it is not uncommon for platinum jewelry to last seventy-five to one hundred years.  This is with normal everyday wear and no expected repairs.  Anytime you see an old white metal ring in an antique store that is in great condition you can be certain that it is platinum.  The miracle metal.

Third, the basic properties of platinum offer the jeweler the use of different techniques in production that are not possible with gold.  Platinum is much more durable.  The molecular  bonds are more stable and need a lot more energy present to break those bonds versus other precious metals.  This allows the jeweler to create jewelry that is delicate and precise without fear of breakage or wear.  Platinum also needs a tremendous amount of heat before it starts to melt.  For this reason it is possible to make small individual parts for a piece of jewelry, completely polish them, and when assembled the polish will not degrade.  Unlike gold, where any polish is going to be disturbed or ruined during the assembly process.  The use of platinum can create jewelry where not only the outside of the piece is beautiful but the entire piece even in remote parts of the backside or inside of the jewelry appear polished and beautiful.  The finest art of jewelry making is all about the details.  What good is a piece of jewelry that looks great from the outside if it looks cheap on the inside or back?  What would a beautiful painting be without a beautiful frame?

The end product is a piece of jewelry that has been painstakingly made and detailed with exquisite gems, engraving, or filigree that will last decades if not centuries and as an heirloom can be handed down from generation to generation.