The unique and rare qualities of platinum that have made it the indisputable choice for the British Crown Jewels' largest diamond, the Hope Diamond and even Elvis Presely's wedding rings, continue to make it the preferred precious metal of today's discerning designers, manufacturers and their customers.

Why?  The List is Impressive:

Platinum is more pure (approximately 95% pure) than gold (18k gold is 75% pure; 14k gold is 58% pure).
Platinum is 30 times more rare than gold.  If platinum mining ceased today, the available supply would be exhausted in two years, compared to a quarter of a century for gold. Platinum represents the most precious of the "Platinum Group Materials" (PGMs), including platinum, palladium, rhodium, iridium, osmium and ruthenium.
Platinum is more durable than other precious metals, so it lasts longer with every day wear and is not subject to the metal loss and wearing down that occurs with other precious metals. Think of platinum like a piece of clay. If you run your finger across a wedge of clay, it merely moves the clay to the side. This means the jewelry your customers purchase today will look the same for generations to come.
Platinum is highly recommended for tension settings and prongs securing valuable diamonds and gemstones. The strength of platinum is important for securely holding precious stones.
Platinum carries with it the time-honored prestige that this precious metal has earned not only by being associated with the world's most celebrated jewelry, but with those who've owned and worn platinum, as well.
Platinum is heavier than other precious metals - 60% heavier than karat gold.   Its weight feels more substantial to the wearer, serving as a constant, subtle reminder of its superior qualities.
Because platinum does not oxidize, it won't tarnish like other precious metals, and there is no need for replating in order to maintain its bright color.  And, platinum's white appearance complements the brilliance and depth of diamonds and colored gemstones it surrounds.
Platinum is hypo-allergenic, so it won't irritate sensitive skin like some other precious metals do.

Platinum's Universal Impact: Did You Know...?

Platinum is the standard of the metric system. The 1 Meter and 1 Kilogram standards are made from platinum/iridium and are located in Paris, France.
New clean air legislation throughout the world is expanding use of platinum for automobile catalytic converter production.   Brazil, Chile, Hong Kong, Malaysia Singapore, Taiwan and Thailand have all passed legislation mandating new or upcoming standards for converters in order to reduce automobile emissions.
More than 50,000 cardiac patients are living proof of the benefits of platinum in the production of pacemakers.
Platinum's use in glass production dates back to the late 19TH century.
Growing use of platinum for automobile fuel cells is expected to surge by 2010.